INDIA. Mumbai Duty Free has built on the momentum behind one of its biggest ever marketing campaigns with a shopping festival that runs through May and June.

As we reported, Flemingo-run Mumbai Duty Free has been rolling out its ‘Duty free is now free’ campaign, building on strong penetration and average transaction values from the promotion last year.

Now the retailer has created the ‘Mumbai Duty Free is now free Shopping Festival’ for the summer period at Mumbai Chhatrapati Shivaji International.

The campaign builds on the retailer’s ‘Duty free is now free’ marketing drive that began a year ago, and runs for the next two months

The festival offers price deals on duty free products, pre-order discounts, cash-backs, discount vouchers from partner brands and shopping money through gift cards. The promotions and deals are applicable across departures and arrivals, and across categories.

A key element is the offer of an INR300 gift voucher to all travellers at Mumbai International.

Mumbai Duty Free said: “The non-conditional INR300 gift voucher is simply to remind the customer that their holiday trip starts with shopping at MDF with no strings attached. Travellers can collect this gift voucher from MDF summer festival booths before immigration counters and utilise it at the departures store for their take-away purchase.”

The festival is being promoted across the retailer’s stores in departures and arrivals at Mumbai International

If customers buy above a certain amount, they receive a ‘Mumbai Duty Free is now free’ envelope containing discount vouchers, redeemable coupons and experiences from partner brands. The list of partner brands include Make My Trip, Vodafone, Myntra, Urban Ladder and Mumbai’s luxury mall, Palladium (as featured in our earlier stories on the campaign).

Mumbai Duty Free also offers shoppers a cash-back offer from Citibank. Customers at Mumbai Duty Free departures and arrivals stores will get 15% cash back when using Citibank cards. This year, the maximum cashback amount has also increased from INR1,500 to INR2,000 per transaction. Travellers shopping at the company’s fashion and luxury stores can benefit from a 15% cashback from Citibank without any limit on the cashback.

Mumbai Duty Free (Flemingo Travel Retail Ltd.) CEO Manishi Sanwal said: “We understand that our customers seek the best value for their money and so we ensure the best deals and promotions from our vendor brands and external partners. Coupled with our exclusive gift cards, we are sure that shopping at Mumbai Duty Free [should] be delightful and memorable. We greatly value the opinion of all of our passengers, and we will continue to push the boundaries and to set new standards for the industry, to ensure that Mumbai Duty Free is an experience worth travelling for.”

Mumbai Duty Free aims to drive penetration and average transaction values

Highlights of the ‘Mumbai Duty Free is now free Shopping Festival’ include:

  • Up to -33% off on duty free products
  • Up to -20% discount on pre-order sales
  • 15% cash back
  • Vodafone INR1,000 off to international roaming customers
  • Mumbai Duty Free gift card of INR2000 to all business class passengers for fashion & luxury stores
  • Mumbai Duty Free gift card of INR300 to all departing customers
  • Assured Mumbai Duty Free gift card on spends of INR6,000 to all arriving customers
  • ‘Mumbai Duty Free is now free’ envelope with partner brand vouchers from MakeMyTrip, Urban Ladder, Myntra and more.