3 States. 1 Festival.
6.2 Crore Impressions.
How KLM Fashion Mall owned Dussehra across Telangana, Andhra Pradesh & Karnataka — turning digital brand awareness into record festive footfall.
The Challenge
Three reasons why Dussehra was harder than it looked.
Breaking Through Festive Clutter
Every fashion brand — local and national — ramps up media during Dussehra. CPMs spike. Attention is scarce. Without a content-first creative strategy, ₹1.71 Cr disappears into noise.
3 Markets. 3 Consumer Profiles.
Telugu-first audiences in Hyderabad, mixed-culture shoppers in Andhra Pradesh, Kannada-first families in Karnataka. One campaign brief, three distinct market behaviours to decode and serve.
Proving Online Drives Offline
Brand awareness is invisible until it isn’t. The real benchmark was whether digital impressions translated into mall footfall when families stepped out for their Dussehra shopping.
Our Strategic Approach
“Be Everywhere Before They Step Out.”
Families don’t decide where to shop on Dussehra morning — they decide weeks before. We built a 3-platform flywheel: YouTube to earn awareness, Demand Gen to reach the actively-browsing shopper on Google surfaces, and Meta to keep KLM Fashion Mall front-of-mind in the social scroll. By the time Dussehra arrived, KLM was already the first name in the room.
YouTube Ads
Skippable + Bumper + Non-Skippable mix. Family-targeted festive creatives. High-frequency storytelling in the pre-Dussehra window.
Demand Gen
Gmail, Discover, YouTube Shorts & Shopping surfaces. Reached intent-ready shoppers already browsing fashion, gifts and festive outfits.
Meta Brand Awareness & Recall
Reach + Brand Recall objectives across Facebook & Instagram. Regional language creatives. Video reels + static carousels for festive collection launches.
Campaigns We Ran
Three channels. One unified festive narrative. Each with a distinct role.
2.1 Cr+ video views · 1.3 Cr+ unique reach · 22% brand recall lift · 38% footfall lift YoY
Digital Mojo built a campaign that made KLM Fashion Mall feel omnipresent during Dussehra — on YouTube, Instagram, everywhere families were looking. Our malls across all three states saw the highest festive footfall in years. The 3-month brand-building effort paid off exactly when it mattered most.
Want to Own the
Next Festive Season?
Let’s build a YouTube + Demand Gen + Meta campaign that puts your brand in front of millions — before they step out to shop.
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