Four-month ‘Mumbai Duty Free Is Now Free’ campaign returns with digital spin

By Luke Barras-hill |

Mumbai Duty Free recently revived its flagship ‘Mumbai Duty Free Is Now Free’ campaign in a digital guise as it seeks to ‘rekindle the spirit of duty free shopping’.

Launched in November, the campaign offered customers spending US$65 and above discount vouchers worth more than four times that value ($260).

The retailer, which operates at Mumbai’s Chhatrapati Shivaji Maharaj International Airport, partnered with premium downtown brands across segments including e-commerce and lifestyle, hospitality, personal care and travel and tourism.

All the discount vouchers were obtainable digitally by scanning a barcode using a smartphone.

As a result, Mumbai Duty Free engaged with more than 46,000 customers and offered goods worth $11.9 million.


A redemption rate of 17% was achieved on partner brand platforms, as the retailer pointed to a promising start to the year.

PK Thimmayya, CEO, Mumbai Duty Free (Mumbai Travel Retail Pvt. Ltd.), said: “All of us at Mumbai Duty Free were very excited about re-launching the campaign, given it was our first step towards digitising our marketing campaigns.

“We’re very pleased to see the promising outcome and it has encouraged us to keep innovating, thereby providing a memorable shopping experience for all our customers every time they fly via Mumbai.”



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