Mulling over malls ...

Outdoor Asia - - Contents - Nabamita Chat­ter­jee

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.

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