Scaling to 136M Reach: The Performance & Tech Strategy Behind Lake Shore Thane

Lake Shore India acquired one of Mumbai’s most iconic retail destinations (formerly Viviana Mall). The mandate was not just a name change—it was a total digital overhaul involving complex data migration, high-stakes reputation management, and a mass-awareness media campaign to reintroduce the brand to millions.

136M+

Impressions

₹2.88

CPC (vs ₹15 Market Avg)

41%

Community Growth

Client

Lakeshore Thane

Website

lakeshorethane.com

Platform

Meta & Wordpress

Industry

Shopping Malls/Retail

Viviana Malls (Legacy Brand) > Lake Shore Thane (New Identity)

The Situation: Before the rebranding, the mall needed to maintain aggressive digital dominance to drive footfall and ticket sales. Simultaneously, the upcoming acquisition required a seamless digital handover to the new identity, Lake Shore Thane.

The Scope

Social Media & ORM: Managing the brand’s daily digital narrative and community growth.
Performance Marketing: High-velocity ad campaigns for Brand Awareness & Event Ticketing.
Web Development: Architecture and migration of the new lakeshorethane.com ecosystem.

Phase 1: Social Media & Community Management

Objective: Build Loyalty & Control the Narrative.

We didn’t just post content; we managed a cultural shift. As the custodians of the Viviana brand in its final operational year, our goal was to maximize engagement and prepare the community for the transition.

Community Growth: Through a “Video-First” content strategy focusing on lifestyle and on-ground energy, we grew the Instagram community by 41%, taking it from 36.9K to 52.2K loyal followers.
Proactive ORM (Reputation Management): We deployed 24/7 social listening to manage sentiment. Whether it was addressing service queries or managing user reactions to the upcoming name change, we ensured the brand sentiment remained positive, turning a potentially volatile transition into an exciting upgrade story.

Phase 2: Performance Marketing (June ’24 – Sept ’25)

Objective: Dominate Share of Voice & Revenue.

We executed a dual-layer media strategy on Meta & Google Ads to ensure the mall was the #1 leisure destination in Thane.

Viral Brand Awareness: Leveraging the algorithm with “ThruPlay” optimization, we achieved a 12% Hook Rate on video ads.
Event Commercials: We ran conversion-focused campaigns for ticketed concerts and events, successfully driving sell-out crowds through direct digital attribution.
Efficiency: We delivered mass visibility at a CPM of ₹11.9, nearly 4x cheaper than the retail industry benchmark of ₹50+.

The Ad Numbers:

Total Impressions: 136 Million+
Unique Reach: 103 Million People
Cost Per Click (CPC): ₹2.88 (High-Intent Traffic)

Phase 3: The Technical Migration (Lake Shore Thane)

Objective: Zero-Downtime Brand Transition.

As the media mandate concluded with the name change, our technical team executed the critical digital handover. The challenge was to migrate the high-traffic vivianamalls.com to lakeshorethane.com without losing data.

Solution: We built a custom WordPress site tailored to Lake Shore India’s global guidelines and executed a comprehensive 301-redirection strategy.
Impact: 100% SEO Retention. The site retained its top search rankings immediately post-launch, and users were seamlessly redirected to the new identity without friction.