Hyderabad, 16th October 2024: Nexus Hyderabad, part of Nexus Select Trust, India’s first listed Retail REIT, today announced a pioneering partnership with Platinum Outdoor for Continental Coffee, a brand of CCL Products (India) Limited, granting them the exclusive naming rights to the food court. In a first of its kind development in the shopping centre industry, the collaboration is a unique strategy towards integrating experiential marketing with traditional retail. The partnership will allow Continental Coffee to capitalize on mall’s foot fall, offering an opportunity to reach a wider customer base creating a lasting recall. This impactful campaign has been skilfully executed by Platinum Outdoor, an outdoor specialised unit of Madison World.
Nishank Joshi, Chief Marketing Officer, Nexus Select Trust said, “This partnership is an example of innovative cross-functional marketing and how Nexus is driving success for brands while enhancing the retail experiences. A benchmark in retail innovation, this partnership enables us to curate bespoke engaging and memorable experiences for our patrons at the mall. At Nexus, we empower and enable retailers to create innovative experiences for an effective engagement. This partnership with Continental Coffee Limited, aligns with our aim to deliver a world-class shopping experience to one and all.”
This strategic partnership also allows Continental Coffee to additionally launch a unique coffee themed experience store offering an immersive space for coffee enthusiasts. Enhancing the experience further, mall visitors will be greeted by a never-before-seen entry arch created with close to 100 kilograms of real coffee beans, complimented with coffee aroma dispensers that will awaken all your senses at once.
At Continental Coffee, we are always striving to craft exceptional moments for our coffee lovers. We’re always on the lookout for fresh, innovative opportunities, and with the Madison team, we found the perfect partners who share our vision for creativity. By securing the naming rights for the food court at Nexus Hyderabad, we’ve not only established a presence in the city’s most popular mall but also tapped into the vibrant, youthful crowd that frequents it. This partnership enables us to create an immersive experience zone at the food court, engaging coffee lovers in ways we’ve never explored before. We’re confident that this collaboration will be mutually rewarding, laying the foundation for a long and successful partnership, said Raja Chakraborty, Chief Marketing Officer at Continental Coffee
Strategically located at the mall’s food court entrance, the experience store will allow customers to dive deep into the world of coffee through multiple engaging activities. Visitors can indulge in tasting sessions, interactive displays and exclusive product offerings. This flagship space will also feature a dedicated photobooth shaped like a coffee cup for visitors to capture and share moments on social media.
Dipankar Sanyal, CEO, Platinum Outdoor & MRP, stated “ We are thrilled to be part of this innovative campaign, showcasing the synergy between experiential marketing and retail. Partnering with Nexus Hyderabad for Continental Coffee allowed us to push the boundaries by integrating sensory elements like aroma and visual storytelling, turning footfall into meaningful engagement. We believe this initiative will inspire more brands to explore creative collaborations that not only boost visibility but also deepen customer connections.”
With an emphasis on creating an environment that reflects the rich heritage of coffee, the store offers state-of-the-art design elements like acrylic structures filled with real coffee beans, immersive wooden platforms, and a cozy setting, for coffee lovers to enjoy a fresh brew while exploring the world of coffee through art and creativity.
A shopping landmark in the city, Nexus Hyderabad is all set to welcome coffee afficionados while elevating the retail experience with new strategies.
