Travel Retail Highlight
‘One Nation Billion Celebrations’
Mumbai Chhatrapati Shivaji Maharaj International Airport (CSMIA) this week launched ‘One Nation Billion Celebrations’, its annual festive shopping campaign for both domestic and international travellers, initially to mark the Diwali Festival of Light.
The campaign, which runs until 10 January, highlights regional festivals, themed décor, passenger activities and contests with assured gifts. For the Diwali (31 October) celebrations, it features a ‘Carry the light of Dharavi’ initiative encouraging passengers in Terminals 1 and 2 to paint their own diyas (earthen lamps).
CSMIA noted: “As passengers step into the airport during this period, they will experience India’s vibrant festivals come to life. From Diwali’s sparkle to Christmas cheer and New Year’s joy, the airport is decked out to reflect the magic of the season.
“For Diwali, the stunning décor symbolises new beginnings – celebrating the victory of light over darkness.”
‘Carry the light of Dharavi’ – Travellers are invited to decorate earthen lamps sourced from Dharavi Social Mission, an initiative of the Dharavi Redevelopment Project
Comment: The wide-ranging campaign offers many opportunities to engage travellers at one of India’s largest gateways, from competitions to discounts on purchases.
It also highlights how the airport company and partners are championing local.
For Diwali, CSMIA has partnered with artisans from Kumbharwada (pottery hub in Mumbai’s Dharavi) to source nearly 100,000 handmade diyas as gifts for passengers. Travellers can decorate these lamps with guidance from local artisans at the airport.
As CSMIA noted: “The campaign not only celebrates the vibrant spirit of India’s festivals but also highlights our dedication to supporting local artisans and promoting sustainable traditions.”
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Issue 340 | 4 November 2024
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