To start with could you tell us about the scenario and consumer trends post Covid? How is it looking now as far as malls are concerned? 

At Nexus Malls, we now have 16 malls across 12 cities in our portfolio. Since reopening under various Unlock phases, our malls have been the fastest to recover in terms of business. From a trends perspective, every time the malls reopened after a lockdown, we did see a surge in sales because of revenge shopping. However, what stands out across our portfolio is that these trends have sustained and the consistent sales and footfalls which we see across our malls is because of the innovative marketing and activations which we do. While we have reached 100% sales of precovid times, our footfalls are at a healthy 70%. People who are coming to malls are coming in with an intent to shop, which can also be seen in the consistent brand activations which happen across our portfolio. Key fashion brands are now more keen on coming out of their stores and taking up spaces, because they do see returns in terms of walk-ins and sales at their stores in our malls as well. 

Could you tell us about the brand advertising space in your malls and how use them? – 

Malls have historically been great places to advertise for brands. And malls across the country and overseas have further fortified this position by adding to the inventories that brands can consume. The fact that malls are one of those few places where advertisers find the right kind of audiences which meet the demographic and psychographic potential buyers for their brands as well. Likewise at Nexus Malls, we have also added various avenues where brands can advertise. We have increased signage spaces on the façade, inside the mall we have added digital screens and Ad panels, in fact, we have even gone a step further and made available the option for brands to partner us in our marquee events and campaigns, thereby giving them exposure not just in-mall, but also across all our advertising and marketing which we do for the event, which includes print advertising, outdoors, radio, social media and much more. 

Would it be possible to share the details of inventory for brand advertising in your malls?

As mentioned earlier, we are constantly evolving and listening to what the brands are expecting from us which can aid their cause and ours. We probably would be the only mall company in India which invested in adding to our inventory. We are also upgrading the façades and interiors of the Forum Group of malls, which we have recently acquired. This will help brands even in South India an opportunity to advertise with Nexus Malls across India. At the moment, we have a wide range of inventory which includes digital, large facades, parking, washrooms, near cinema, in food court etc. We have close to a thousand advertising sites available across our portfolio.

What segments of brands are typically using your Malls as media? Any trends you notice? Are these brands who have shops in the mall? Or do external brands also advertise here?

Everyone who has had the monies to spend and genuinely looked at this as an opportunity has advertised with us since reopening. The automobile segment in particular benefits a lot from advertising and display in our malls. When it comes to external brands, we generally avoid giving spaces to brands which are direct competition to our in house stores. 

Why do you think Malls offer the best opportunities to brands to address their TG?

People who come to malls are a captive audience. These people have come in with an intent to make a purchase and the signages and branding within the premises aid, and at times influence their buying decisions. People from various age groups, across various demographics and from various corners of the city come to our malls. There could not have been a better place for brands to advertise than at places like malls where people come in with the intent to buy. 

Moving forward what kind of innovations do you foresee in mall advertising, especially with the use of dynamic digital screens, video walls, etc.? What are your own plans in this regard? 

For us at Nexus Malls, digitization of our inventory is a priority. Given the pace at which content is changing and the innovations which the creative teams intend to roll out for their brands, we as hosts need to be ready for it. We are also exploring various avenues to further the improve the experience for the brands when they promote themselves at our portfolio