Gurugram: CityMall, a value-commerce app focused on Bharat-first consumers, has rolled out its first integrated 360° brand campaign titled ‘CityMall App Pe Daam Dekha Kya?’ as part of its aggressive expansion strategy across Tier 2 and Tier 3 cities.
Launched in Roorkee, the campaign highlights CityMall’s core promise of offering everyday groceries at wholesale prices. A key highlight was an innovative motion-led hoarding designed to reinforce the brand’s value and price advantage, making the proposition instantly visible and memorable for local consumers.
The 360° execution combined high-impact on-ground activations, including outdoor hoardings, e-rickshaw branding, weekend market engagements, and newspaper inserts, supported by digital amplification. To strengthen hyperlocal engagement, CityMall partnered with local creators to develop content aligned with the campaign theme, extending its reach across digital platforms.
Within the first month of rollout in Roorkee, the campaign reportedly delivered an eightfold increase in demand and household penetration, underscoring the effectiveness of its targeted, value-led approach.
Angad Kikla, CEO of CityMall, said, “Value is the biggest growth lever in small-town India. With this campaign, we are not just driving awareness, we are reshaping how Bharat shops for daily essentials. CityMall is building the infrastructure for the next generation of commerce, designed specifically for the realities of Bharat.”
Speaking on the initiative, Gaurav Arora – Head of Marketing said, “Small cities are central to our growth journey. This campaign helped us validate a scalable 360° playbook that blends disruptive on-ground innovation with local digital storytelling. We plan to replicate and expand this model across multiple similar geographies.”
The creative strategy for the campaign was led by The Germ, while the on-ground rollout was executed in partnership with Social Hikers, a Roorkee-based agency.
CityMall continues to deepen its presence in emerging cities, focusing on affordability, accessibility, and locally relevant communication as it aims to drive adoption across Bharat’s next wave of digital commerce.
