Rajah Mall of Africa Activation | Tradeway’s Full-Flavour Brand Experience

3-4 minutes read

Creating Heat at Mall of Africa

Rajah is South Africa’s No.1 curry powder, but this activation was never just about spice, it was about energy, emotion, and experience. For three flavour-packed weeks, Tradeway has created an immersive activation targeting Gen Z & Millennials across 3 key Gauteng malls, with Mall of Africa as our explosive launch venue, to launch the brand’s latest campaign, “Some Worry, Some Make Curry,”. This was a vibrant, high-touch consumer engagement strategy.

With Tradeway teams leading the charge on the ground, this activation wasn’t just noticed, it was felt, tasted, and shared.

A Full-Flavour Experience Delivered by Tradeway

Tradeway created a dynamic brand space where shoppers didn’t just browse, they immersed themselves in the world of Rajah. The smell alone was enough to stop people in their tracks, an aroma you could practically taste.

The Sample Bar: Where it All Began

The first thing that drew people in? The smell. The Rajah Sample Bar offered passers-by a chance to taste rich, aromatic curries freshly prepared with Rajah spices. Staffed by lively, knowledgeable Tradeway promoters, this wasn’t just a food sample, it was an invitation to explore the flavour spectrum.

Shoppers were introduced to the full range of Rajah curry powders, guided on which blends work best for their home cooking, and encouraged to see how easy it is to create a mouth-watering family meal.

Wall of Flavour: Spice Meets Theatre

Looking for a little drama with your dinner? The Wall of Flavour was a show-stopping moment of the activation. Shoppers who purchased three Rajah products unlocked access to this spice dispensing wall, filled with decanters of Mild, Medium, Hot, and Special Blend variants.

With a branded pouch and printed recipe in hand, participants selected their spice of choice and went home with not only Rajah products but an experience they could relive in their own kitchen.

Curry Bowl Customisation: A Creative Connection

Why settle for plain when you can make it personal? At the Curry Bowl Customisation station, shoppers who made a qualifying purchase received a branded Rajah bowl and were invited to decorate it with a variety of colourful ceramic decals. From quirky quotes to playful food puns, each message added a touch of personality and fun.

With help from the team, participants created bowls that were both eye-catching and unique the perfect blend of creativity, keepsake, and brand engagement.

AR Photo Booth Experience: Cooking in Chaos

One of the biggest crowd-pleasers were the AR photo booths, where shoppers stepped into the middle of a kitchen whirlwind. With curry pots, virtual steam, and Rajah branding around them, participants got to live the campaign’s central message: “Some worry, some make curry.”

The resulting photos were quirky, on-brand, and oh-so-shareable! Exactly what you want from a modern, socially-charged activation. With hashtags like #CustomCurryCrew and #RajahOnTheMove, the activation extended from mall corridors to mobile screens, giving shoppers plenty of reasons to snap, share, and spread the flavour.

Driving Footfall, Trial and Talkability

This activation was more than a mall event; it was a 360-degree brand moment. From enticing foot traffic with delicious aromas to educating shoppers through personal conversations, Tradeway created an experience that combined sampling, shopping, and social sharing in one seamless journey.

And to spice things up even more? Shoppers who purchased two Rajah products could enter a nationwide competition with R1 million in cash and prizes up for grabs, a compelling incentive that boosted both excitement, engagement and sales.

A Full-Spectrum Activation

Tradeway’s Mall of Africa activation proved that when brands go beyond the billboard and into people’s lives, magic happens. With a skilled Tradeway team, standout creative execution, and a campaign message that hits home, Rajah didn’t just make curry it made an impact.

This activation was a bold showcase of how we bring campaigns to life, one meaningful moment at a time.

Don’t worry, make curry! With a skilled Tradeway team, standout creative execution, and a campaign message that hits home, Rajah didn’t just make curry , it made an impact.