With malls emerging as prominent retail hubs across India, brands across categories ae leveraging it not just to expand their retail presence but also immersive consumer touch points, driven by cutting edge digital displays.

Nexus Select Malls for example has new benchmarks with state-of-the-art digital displays that are redefining consumer experiences. Nishank Joshi, Chief Marketing Officer of Nexus Select Malls, elaborates 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 explains.

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 these mall spaces but also the advertising potential of malls.

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 elaborates on 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 notes.

He also emphasizes 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 says.