While attractively designed store signages easily grab the attention of consumers at the malls, advertising media in these indoor environments too are drawing the attention of people visiting the malls. Higher dwell time is one key value proposition for those brands using this medium. Considering the profile of consumers at the malls, and given their appreciation for aesthetically designed communications, most mall media formats are well crafted backlit media, or digital screens.

A Media4Growth survey of media at 3 major malls in Mumbai – Skyzone, Palladium – reveals that the festivity is very much in the air.