Viviana Mall, Thane, which was awarded the trophy for ‘IMAGES Most Admired Shopping Centre Marketing & Promotions of the Year: West India” at the IMAGES Shopping Centre Awards 2015 in May, has been acknowledged with Honoree ‘VIVA Best of the Best Awards 2015’ by The International Council of Shopping Centers (ICSC). Viviana bagged the award for Inclusive Marketing Strategy at the award ceremony held at Las Vegas.
In 2014, Viviana was honored with the ICSC Gold award for ‘Inclusive marketing strategy for visually impaired’ held in Singapore. With the unique initiative, Viviana became the first mall in the country to be visually friendly and has established a novel marketing strategy by designing accessibility solutions for them.
The mall has launched audio tactile store labeling system, floor maps and directory, Braille menu cards for restaurants and personal assistance to the visually impaired customers. Further, it has collaborated with the Eye Bank Association of India (EBAI) to set up a permanent kiosk at the mall for patrons who wish to pledge their eyes. To amplify the objective and scope, Viviana conducted a bike ride in partnership with the EBAI and the Royal Enfield Owners Club wherein 2,000 bikers rode from Carter Road in Bandra to the shopping centre to create awareness regarding eye donations.
Speaking on the occasion, Ashwin Sheth, MD, Sheth Developers & Realtors said, “I feel immense pleasure to be honored with two of the most prestigious awards on the world’s most notable retail platform. Our recognition as India’s first visually friendly mall demonstrates that, our efforts taken till date to provide a life without limitations to the visually impaired have been successful.”
Sunil Shroff, Sr. Vice-President – Viviana Mall, added, “India has one of the largest visually impaired populations in the world. For the blind, everyday pleasures which people with sight take for granted – such as travelling in public transport, shopping at a mall etc. is a struggle. Hence we took the responsibility to go the extra mile and recognized the need to provide better facilities for the visually impaired with an aim to empower them and enrich their shopping experience.”