Gitanjali woos with treasure ship

The Gitanjali Group wanted an inviting unit for shoppers to enter their store at the international airport in Mumbai and their brief to SAB creations was to create an intriguing unit which would entice the potential customers. According to Tino Gonsalves, Senior Manager - Marketing, Gitanjali Lifestyle Limited, the idea was to engage and excite the customers through the visual appeal of the display. He further added, "Shoppers need to be attracted to a particular prop and this is done by creating something which they can relate to and which can at the same time showcase the category. The idea was to showcase that "Jewelsouk” has exquisite jewellery range which is vast and unique.”
 
Jalpa Vyas, Design Head, SAB creations Pvt Ltd, said that they generated ideas and concepts which would be apt for the brand and aimed at creating a unique and attractive display design which would bring it to the notice of the passengers at the airport.

The concept note of an abandoned ship as a display concept was chosen by the brand and the executing agency started working on the design and technical specifications.  The life size boat was topped with treasure chests, while the boat display had gold jewelry, detailed props and flags for giving the real feel of an abandoned ship. According to Jalpa, a skilled and devoted workforce ensured that there was no stone left unturned to develop the ideation to an actual production unit.
 
The treasure showcase needed some intelligent and cost effective means to source them. Lighting was another aspect which was important and was done with the facilities available at the site.

The materials used for the unit was a combination of MDF, ACP, acrylic, leather, and brass finish fittings. For props, satin cloth were used and the sizes dimension were  7ft length * 3ft width *4.5ft height. The treasure boat was placed outside and inside the Gitanjali outlet.

All the parts were assembled together at the airport where the team took the last steps to give the finishing touches to the boat. In the words of the SAB creation team, it was in the airport that the "ship had finally arrived at the destination.”
Tino adds here, "While we started we were not sure how this would pan out but things went off well and hopefully we will be working together a great deal in the near future. To put it concisely, the commitment was delivered with maximum efficiency.”

The shopper response was quite expectedly exciting with many of them clicking photos of the boat anchored at the international airport.
 
On the final note Toni says, "We are quite happy and satisfied with the response. This is a hard-to-miss prop and has added to generating additional footfalls in the store.”