‘We’ll definitely have 5 more by next year’: Nishank Joshi on Nexus’ future plans

Mall advertising in India has long been a high-value platform, leveraging premium spaces and data-backed strategies to reach consumers. However, the shift toward digital out-of-home (DOOH) advertising is ushering in a new era. Nishank Joshi, Chief Marketing Officer of Nexus Select Malls, elaborated on their plans to enhance advertising offerings through innovation, partnerships, and a bold vision for the future. 

Expanding into digital advertising 

Recognizing the potential of digital advertising, Nexus Select Malls has been making significant strides to modernize their approach. “We’ve always recognized the potential of digital advertising in malls, but finding the right partner and formula to make it work was crucial,” Nishank explained. 

A testament to this commitment is the recent launch of three iconic digital screens across their malls: 

• PRISMOX in Hyderabad: India’s first twin-stacked cuboid digital display, a cutting-edge innovation that adds a bold visual statement. 

• CURV in Chennai: A sleek and dynamic curved screen designed to captivate audiences with its unique design. 

• AAYAM in Navi Mumbai: Maharashtra’s first cuboid digital screen, reinforcing the state’s growing digital presence. 

These installations have not only transformed the advertising potential of these malls but also underscored the brand’s commitment to providing advertisers with world-class platforms. 

The shift from static to digital 

While static advertising still generates significant revenue due to its larger volume, digital advertising is growing rapidly. “Static signage still generates more revenue because of sheer volume,” Nishank said. “But the growth in digital is phenomenal. You can rotate signages and host multiple brands, which increases earnings over static ads that are tied to one brand for a month.” 

He pointed out that in markets like Chandigarh, digital advertising is already exceeding expectations. The flexibility and engagement offered by digital formats are creating new revenue opportunities for Nexus Select Malls. 

Overcoming infrastructure challenges 

Implementing these digital innovations is not without its challenges. From structural constraints to logistical issues, the journey has required determination and collaboration. Nishank detailed how the Nexus team worked with consultants, engineers, and project teams to make these advancements possible. 

“It was a collective effort involving everyone—from external consultants to our project team. The hunger to innovate was shared by all, which made it possible,” Nishank noted. 

He also emphasized the importance of working with ambitious partners who share the vision of pushing boundaries. “It takes two to push the envelope. When both sides are equally driven, things happen,” he said. 

Scaling up and future plans 

Nishank revealed that the expansion into digital is just beginning. Nexus Select Malls plans to add four to five more digital installations by December next year. These projects will include advanced facades and cutting-edge technologies aimed at reshaping the advertising experience in malls. 

“We’ll definitely have five more by the end of next year,” Nishank shared confidently. “And then, let’s see where it takes us.” 

In addition to these projects, Nexus is actively expanding its inventory, with three or four additional properties already in the pipeline. “The inventory is adding up. From the current inventory, we’re bringing more advanced displays like anamorphic screens and other cutting-edge designs,” Nishank added. 

The road ahead 

As Nexus continues to push the boundaries of mall advertising, Nishank stressed the importance of reinvention. “There’s no fun in staying the same. Reinvention is key,” he remarked. 

Nexus Select Malls is not only transforming how malls serve advertisers but also creating a win-win ecosystem for brands of all sizes. By combining fixed costs with revenue-sharing agreements, Nexus ensures that advertising is accessible while driving profitability. 

With more ambitious projects planned for the coming year, Nishank and his team are optimistic about the future. “The timing is right, the intent is there, and the momentum is building. We’re ready to reinvent the game,” Nishank concluded.