Nishank Joshi, CMO, Nexus Select Malls on the rise of mall advertising in India

Nishank Joshi, chief marketing officer of Nexus Select Malls, shares insights into how mall media has become a powerful advertising platform, benefiting both brands and mall owners. With malls evolving into lifestyle destinations, brands now see the value of reaching consumers in high-dwell-time spaces..

The most effective types of brand advertisements

Over the years, the way brands advertise within malls has evolved. According to Nishank Joshi, some types of advertisements have proven especially impactful:

• Digital screens and interactive displays “Digital screens are particularly effective due to their dynamic content and ability to engage shoppers,” says Nishank. High-resolution digital displays attract attention with vibrant visuals and can be updated swiftly to match trends or events. To further engage shoppers, interactive displays incorporating touch or augmented reality create personalised, memorable experiences.
• 3D screens One of the most exciting developments in mall advertising is the introduction of advanced 3D screens. “We’re introducing Prismox 3D screens at Nexus Hyderabad, which will elevate the way brands connect with audiences,” Nishank highlights. These screens mimic the cutting-edge visuals seen internationally, enhancing how advertisements captivate mall visitors.
• Pop-up kiosks Traditional advertising strategies, such as pop-up kiosks, remain popular and effective. “Pop-up kiosks never go out of fashion,” Nishank notes. “They create unique, immersive experiences that generate excitement and a sense of urgency, encouraging immediate action.”

Revenue growth from brand advertising

The shift towards mall-based advertising has resulted in substantial revenue growth. Nishank reflects on the transformation: “There was a time when spaces in malls were given on an FOC basis or through barter deals. From zero income from these spaces to now seeing double-digit YOY growth—it’s been a remarkable journey.” This trend illustrates the increasing value advertisers see in mall spaces as prime venues for their campaigns.

Measuring effectiveness

Determining the success of mall advertising involves a multi-pronged approach. “We use foot traffic analysis, sales data measurement, customer engagement metrics, and brand awareness surveys,” says Nishank. These quantitative and qualitative methods provide a comprehensive picture of campaign impact, enhancing decision-making for future strategies.

Challenges in attracting new advertisers

Attracting new brands to advertise in malls presents its own challenges. According to Nishank, one of the main obstacles is changing perceptions: “The biggest challenge is mindset. In India, we’ve started seeing a shift, but not completely. Brands need to recognize that malls offer a captive audience that’s more relevant and receptive. Once this mindset changes, I think a lot of brands will start seeing better ROIs.”