Boost to mall media with new BMC ruling
By Pray Jani - January 23, 2020
With effect from January 27, 2020, malls in Mumbai can stay open 24/7 as per a new BMC ruling
Starting January 27, 2020, malls and eateries inside gated communities and non-residential areas in Mumbai will be permitted to be open throughout the night, as per BMC orders. The move comes as an added opportunity for media owners and brands to leverage these added hours and target their audience.
Entertainment and food zones are given the permission to remain open 24/7 as of now. This is a part of the Mumbai 24x7 initiative of the Maharashtra government. The government is in talks with top malls in the city and will bring this policy into motion on 27th of this month. The regulation specifies that spaces that do not serve alcohol can remain open all night long with the permission of Mumbai Police.
Some of the malls that have agreed to this include Atria Mall in Worli, R-City Mall in Ghatkopar, Oberoi Mall in Goregaon, Growel’s 101 in Kandivli Phoenix Market City in Kurla and High Street Phoenix in Lower Parel.
Speaking about this regulation, Mukesh Kumar, CEO- Infinity Mall shares, "It is a great initiative by the government and administration to allow malls to remain open 24x7. We will certainly talk to the retailers on this positive announcement. In the first phase, we would encourage F&B operators to keep the outlets open on weekends and National holidays till 2.00 AM. Depending on the response, we will take this further to other retailers. I am hoping that Mumbaikars and tourists will whole heartedly support this. "
As mall owners look forward to this regulation to come into motion, media owners too expect positive outcomes from the same. Talking to Media4Growth, Vishnu Telang, CEO Khushi Advertising says, “Advertising revenue is a function of visibility and exposure to the targeted TG. By increasing the time of malls to stay open, there will surely be a spike in the exposure. The profile of the late evening audience will also be different from the ones during the day.”
Mall media is already on the rise and with DOOH media opening up more avenues to target the end customers, brands too are keen on leveraging mall media for their campaign. However, Vishnu said it is too soon to monetise this revision with ad rates. “Depending on the footfall and demographics of the crowd, hopefully we will be able to see changes in the advertising revenue too.”