Guest Column: Mall it up! - Haresh Nayak
Haresh Nayak, Regional Director, APAC & MD, Posterscope, says advertisers need to be where maximum consumer indulgence is - malls & multiplexes
Malls and multiplexes across the nation are one of the most prominent indicators of change. Their emergence, growth narrates as to how the consumer, his lifestyle, needs and standard of living is in for an overhaul. They, in India, have emerged more so as destinations, where weekends are spent, where indulgence happens.
The aim to drive consumer from attention to action through advertisement, requires a judicious selection of space. A footfall of hundred thousand consumers not in the frame of mind and mode to spare a moment of for you is as good as no advertisement at all. Thus spaces which come with a package of yielding opportunities are where one has to bet their monies on. This is where malls and multiplexes surface as ideal options.
One of the biggest struggles of most marketers has always been how do you reach the shopper at the place of purchase and do so with least spillage or wastage of advertising monies. For instance the custodian of a shampoo brand ends up making a Magazine + billboard plan,outdoor to get a good city wide reach and magazine as it matches the psychographic parameter. But the advertiser doesn’t consider a mall thinking it’s too local.
Now I am just going to make a small case for diverting some of these spends to the mall. The first obvious reason to choose a mall would be to tap her when she is actually out shopping (and thereby ensuring she gets stuffto look and feel better)! The mall provides you a platform where you can capture the consumer, in the buying mode. Engagement drives action like nothing else. Here is one example.
Case Study 1 – Spreading the joy of Kinder Joy
Our research showed that families spend quality time in malls over weekends. We created a set-up in malls which had engagement opportunities for kids. Keeping product attributes in mind (egg shaped) we created an automated cracking egg, two halves of which would open and close at regular intervals, this was attractive and engaging creating the perfect connects between the brand and the kids. Games too were played related to the toys’ that are available in the pack. All participants were given branded t-shirts, caps &chocolates. A life-sized Inflatable named Reno played with the kids clicking pictures, dancing and hugging each other affectionately. The response was overwhelming; we did five malls across three cities and engaged with 3000 kids in 10 days.
Two, some of the good malls in most major cities get over a million (yes, 10lakh+) visitors a month! Shopping being a women-centric task, let’s say at least 55 per cent of these shoppers are women. That’s 550,000 women. Next, malls are still seen as expensive places to shop at-primarily as most have branded retail (no fashion streets and commercial street stuff here-though there are brands are low prices too), lets again assume that at least 50 per cent of the shoppers are SEC A shoppers. Which means you 2,75,000 affluent, fashion conscious women visiting the mall? Even if you say they visit at least twice a month, you still have approximately 1,40,000 unique SEC A, fashion conscious women coming to the mall.
The audience is there waiting to be engaged, but the key is you think of an innovative way of doing so, like we did for Fox Traveller.
Case Study 2 –Going digital for Fox
In the age of digital, technology plays a crucial role and hence we created Motion Sensing Technology to attract audiences. We created an LED wall in the identified mall atrium connected to a computer programmed with motion & sound and Sensors placed on top of the LED to cover the movements. The moment someone walks by the LED wall, the sensor gets activated and the piano keys get pressed detecting their motion and playing different notes accordingly further supported by flash mob that moved on the keys to get that perfect melody. We interacted, engaged and excited the audience for the new show ‘Sound Trek’.
Apart from activations, a smart use of ambient OOH also drives great amount of impact. Mall as a space offers multiple opportunities to go ambient, as it is a consumer driven and intensive space. Moreover you can also create out-of-the-box ambient interventions like we did for TIGI Salon. TIGI a new entrant in the salon space needed to drive footfalls, thus to create effective disruption we used human mirrors. Given that people tend to look into mirrors, we arranged for hostesses wearing branded mirrors; this was a perfect ice breaker to start a conversation with the person looking into the mirror. The hostess then explained the product features and hand them leaflets with details. This was backed with a ticket jacket branding at multiplexes inside the same mall. The tickets were given in branded jackets with information about the consultation & the salon. We inserted leaflets into newspapers and circulated them within the vicinity of the salons. The result was 14,000 visitors and direct engagement with 620 consumers.
All that I request advertisers is to look at the medium for what it brings to the table than just seeing it as a billboard or a place to spend 2 per cent of the total media plan. Take advantage of what it really is -the place to target the affluent shopper. My example spoke to the female gender, but do the math with male gender too and it still makes a compelling case.
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TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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