South City Mall Kolkata, the most prominent mall in the city, which was shut for several months for renovation, recently celebrated the mall’s 10th anniversary. The mall offers a whole gamut of advertising formats that include 12 video walls, LED screens, six escalators panels with one giant LED wall, lift lobby media and backlit LED. International brands like Forever 21 and Sephora are leveraging the branding opportunities at the mall. Dip Biswas, DGM-Operations & Marketing, South City Projects (Kolkata) Limited shares his perspective on the OOH advertising opportunities in an interview with Ria Banerjee. Edited excerpts:
With the partial reopening of South City Mall, have you also opened up opportunities for advertising at the mall?
South City Mall was partially closed for a major renovation. We have raised a floor and increased the retail area. We have worked on the facade, colour, lighting that are newly made. There are many branding opportunities to uplift the mall to the next level. Earlier we had two main facades but post renovation we have added four main facades.
We have installed digital LED, video walls at all four corners, escalators panelling with LED walls, lift lobby, backlit fabric clothes, backlit LED to garner maximum visibility of the media.
How are the brands responding to the advertising avenues?
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