P.K. Thimmayya, CEO, Mumbai Duty Free poses with Indian actress Priyanka Chopra at the launch of the retailer’s latest Bollywood campaign.

Mumbai Duty Free (MDF) has formed its latest Bollywood association with RSVP Productions for its upcoming film ‘The Sky is Pink’. The film stars Indian actress Priyanka Chopra and  film director Farhan Akhtar.

As part of the promotion, recently appointed MDF CEO, P.K. Thimmayaa, invited Chopra to the store to launch the campaign. Customers had a chance to meet the actor and have photos taken.

To promote the association, the MDF store was adorned with life-size posters, digital signage and character cut outs of the movie star cast. MDF also ran a contest to engage with customers, awarding those shopping above a certain threshold discounted tickets for the film. In addition, MDF ran a lucky draw with the grand winners set to meet the entire film cast.

BOLLYWOOD TRADITION

In-store Bollywood experiences have been a tradition at Mumbai Duty Free for more than four years. Earlier this year, for example, MDF partnered with Excel Entertainment for their ‘Gully Boy’ movie, starring Bollywood actors, Alia Bhatt and Ranveer Singh.

P.K. Thimmayya, CEO, Flemingo Travel Retail Limited said: “It was a pleasure to be able to carry on one of Mumbai Duty Free’s most cherished and award-winning campaigns. Bollywood associations are an integral part of MDF’s experiential offerings as a retailer, setting us apart from all other duty-free operators.

“In addition to customers, these associations have been greatly appreciated and acknowledged among the travel retail industry, giving us the confidence to keep this tradition going.”

The MDF store was adorned with life-size posters, digital signage and character cut outs to promote the association with RSVP Productions.