Mulling over malls ...
With the constant emergence of malls there has been a remarkable growth in the out-of-home advertising formats DV ZHOO Ln WKH VKRSSLnJ SUHFLnFWV Ln PRVW ,nGLDn FLWLHV WRGDy. 2XWGRRU AVLD HxSORUHG WKH WUHnG, nHHGV, EHnHfiWV DnG opportunities with regard to the mall advertising scenario in the ‘City of Joy’, Kolkata by speaking to the concerned agencies and others in the city. Read on…….
Kolkata, the city with its lingering post-colonial hangover and quaint charm has, in recent times, joined the new retail bandwagon with the emergence of malls such as Forum, City Centre, South City, Diamond Plaza, Gariahat Mall and many more in the city in the last decade. In this competitive market, brands are always in a tug of war to get the maximum mileage out of the available advertising spaces. The mall as a media thus plays an integral role in tapping TG as brands can directly communicate with their shoppers in a mall environment. The point-of- sale communication, cost-effectiveness and versatility of the media have made this format a ‘must’ for every brand positioned in Kolkata. The media options which are generally predominant in the malls are: façade branding, drop-downs, escalator branding, scrollers, glass façade, step branding and back lit standee among others. Joseph Ramsey (COO) Jaguar Services Pvt. Ltd. shares in this regard, “Today brands want to track their customer right at the point where they are present; if they are successful they can strike sale i.e. the client can buy their product from the super markets and stores inside these malls. The main reason of this media being cost effective is that it allows the client to target its precise audience and spend only on them, whereas in outdoor and other media, you have to suffer collateral expense. For example, a cosmetic brand can have a kiosk put XS DQG FDQ WDUJHW LWV VSHFLfiF GHVLUHG DXGLHQFH RU PDy have branding in the ladies washroom to attract the TG. Another reason for its cost effectiveness is the variety this media offers with mediums available in the price range of Rs.5,000/- to Rs.10 lacs per month.” :KHQ DVNHG DERXW WKH DGGLWLRQDO EHQHfiWV D EUDQG gets from creating a presence in the mall, Joseph further explains, “Precise Audience Targeting: No other media offers you this precise targeting (T.G), where as you can select your target audience & promote your brand aggressively limited to that section of society -- children / youth / corporate / aged people / male / female etc. This advantage keeps the spillage of client advertising budget to very minimal. Again for example, if a plush automobile brand such a BMW/AUDI takes a hoarding or publish its advertisement in a newspaper, the brand holds no control over who reads/views it. If a brand is advertising in a mall/cinema hall then it is directly targeting a group of people who have spent a decent amount (ticket) to enter the premises & can be considered a prospect customer for the product. In simple words, ambient media serves as a Class T.G medium unlike other media who more or less serve as a Mass T.G format.”
Dibapi Bhattacharya, Manager -Media Planning & Operations, Orienta Cine Adv Pvt. Ltd., shares, “Malls are where the crowds are with disposable incomes. All the decision makers of the family are generally present in the mall at a time and decisions are quick about purchases. Thus we always offer customized solutions for the brands and cover the entire gamut of promotional activities in malls and multiplexes also which include: Events, Sampling, Product launches, SURGXFW GLVSODyV DQG RQ-WKH-flRRU FRQWHVWV, -LQJOHV during the intervals and Gobo projections. “As people are in a very happy mood, the receptivity is maximum. Thus, brand positioning in a spic and span environment and captive audience are the most important factors ZKLFK DUH EHQHfiFLDO IRU DQy EUDQG DQG LW DOVR DFWV DV DQ instigator to come up with more innovative initiatives for their consumers,” explains Sudeep Ganguly, Accord Advertising Private Limited. According to him, different verticals today, be it Electronics, Apparel, F&B, Fashion or Lifestyle, are attracted to the mall media formats to target their shopper in this competitive market. “In the near future, we want to experiment with newer options like trivision, LED displays etc. which will have a more ready effect on the customers moving around the mall premises,” he adds. Javeed Ahmed, Regional Head, South & East, Surge Media Pvt. Ltd. shares, “Mall media breaks through the clutter with high-impact & high-visibility having spectacular advertising options where the reach and frequency is optimal. Malls have a captive audience, which is relaxed and receptive, and there are appropriate media options which are legal and formatted. Surge has media in South City mall, which has the reputation of being the No 1 mall in Kolkata for its offerings & convenience along with the look & feel of the mall. It is also the most preferred mall for any OOH planner. Apart from the pre defined media space in mall exterior and interiors we also offer ambient media solutions according to the brand requirement.” South City Mall, Kolkata being considered as the most hyped shopping mall where brand positioning is equal to highest brand value, we asked Dip Biswas, DGM- Marketing & Operations, South City Projects, the reason behind its success and he explains, “Here the connectivity with the customers I believe is the most important factor and i.e. one of the prime motivating factor for us as well. At the same time we are very much selective in giving out our mall space to any brand; the creative or the message should be in sync with our brand identity. The footfall being the highest among the malls is our USP and it has become a destination in itself.” Rajeeb Bhattacharya, Dy. General Manager, MOMS, shares, “Currently, the FMCG sector is engaging in various activities in the malls apart from taking the general formats available over there. Today if a brand is present inside the mall the impact is much more when compared to taking simple OOH options available outside.” “People are much more focussed in a mall and this is advantageous for the brands and the media owners to drive the attention of the TG. Activation programmes help the products reach their consumer much faster and in a better way where one may actually get the real touch and feel of the material, it helps clarify doubts and gradually it will result in to purchase,” explains Aninda Banerjee, Managing Director, Enkon Pvt. Ltd.
Joseph Ramsey COO Jaguar Services Pvt. Ltd.
Dibapi Bhattacharya Manager-Media Planning & Operations Orienta Cine Adv Pvt. Ltd.
Rajeeb Bhattacharya Dy. General Manager MOMS
Dip Biswas DGM-Marketing & Operations South City Projects
Javeed Ahmed Regional Head South & East Surge Media Pvt. Ltd.