Previously advertising was all about static illustration and coming up with a catchy slogan. At that time the above was sufficient to get the message across to the existing and prospective customers. However, the concept of advertising in shopping centers has changed a lot over the years and now in order to get the message across people expect a lot more than what was expected previously.Latest trends in experiential & innovative marketing are being measured for best results.

Some of the trends in advertising which are becoming popular and are fulfilling the purpose of getting the message across to the customers are:

(i)   Making advertising videos interactive: Various brands are trying to use advertisement to tell a story. They are taking the aids of technology to create the story and it is being executed brilliantly. People are able to relate to such videos created as more often than not they deal with events related to day-to-day life of common people.

(ii)   Experiential Marketing: Often termed as participation marketing, it is basically a marketing strategy that invites and then engages customers to participate in the evolution of brands. Many business houses are engaging in experiential marketing to advertise their products and winning the hearts of customers. There are several experiential marketing agencies and brands need to do some research before they select the best experiential marketing agencies.

(iii)   Using social media: The presence of social media in every one’s life can’t be undermined. With everything going digital everyone has made their presence felt by being present on various social media such as Facebook, Twitter, etc. Many brands are taking this advantage and using social media as a platform to launch their campaigns. This way they are able to reach a large number of people from all areas of life.

(iv)   Guerrilla marketing: Another trend in innovative advertising is guerrilla marketing. Such type of marketing attracts maximum people as it is mainly done on the streets or any other public places such as parks, shopping malls, beaches where large number of people go. The main purpose of such type of advertising is to attract a bigger audience. It can be used both by small and big business houses to create a lasting impression in the minds of the customers and thereby increase sales and generate more profit.

(v)   More offline-online integration: Though online advertising is gaining momentum, however, the offline experience will also be equally important. As offline and online join to create more engaging brand experience it will encourage consumers to spend more one-on-one time with the brand. More offline and online integration will result in increasing human element as well as deeper relationships emerging between the brand and the consumer. With the help of this strategy it will create a lasting memory for the consumer and on the other hand it will create a lasting legacy for the brand as well.

(vi)   Personalized content strategies: As per the latest trends customers want to see a higher degree of personalisation in content stream and messaging. Business houses need to see how closely they can relate to their motives and needs. Real time marketing and hyperpersonalisation are being used by brands to create optimum reach to the customers on a personal level.

In today’s world, shopping centres have become big business as they have a multi-storey structure that houses many shops selling various products as well as services. Being a shopping destination for many people, the idea of advertising in shopping centers has gained momentum in the recent years.

Advertising in shopping centres comes with a lot of advantages. Hence this mode of advertising is preferred by many business houses who want to make their products known to a wide range of customers. Advertising in shopping malls provides access to desirable and captive audience of customers who are already ready to spend money.

There are various ways in which one can choose to advertise in shopping centres. The advertisement can be done via store directories, wall-mounted and free-standing displays, kiosks, electronic billboards or screens, banners, mall billboard ads, murals and posters, floor graphics among others.

It is best to  capitalize on slow-moving foot traffic and get the advertising messages noticed in areas such as food courts, concourses, escalators and elevators, mall and parking garage entrances, play areas and sitting areas, anchor stores and their entrances.

In other form of outdoor advertising the audience is actually doing something else too while viewing the advertising such as driving past the site and most of the time they are not in shopping mood then. However, in case of advertisement in shopping centres the audience goes specifically to look for product information and also with the intention of spending money. Hence advertisement done there provides great advantages to many advertisers who would like to generate more profit by attracting as many customers as possible.

Shopping centres attract lots of people of all age groups who prefer going to shopping centres for several reasons such as range of outlets, easy parking, easy access, entertainment and eating facilities, protection from elements, safe secure environment among several other reasons too. Hence advertising here can definitely help to raise awareness and also to drive sales.

Moreover advertising companies in India try their best to create attractive displaying pattern of advertising so as to catch the attention of the people visiting the shopping centres. The advertisements catch the attention not only because of the colourful display but also because of the fact that the advertisements are displayed exactly at the level where they should be placed. Also the advertisements that are done in shopping centres are done according to the taste and preference of the shoppers of that region. Hence the advertisers end up attracting a lot of customers and improving revenue.

If a business house is ready to get the word out about its business to the world, one of the important steps that need to be taken is to select the right advertising medium where the business will be promoted.

For any business providing goods and services, every penny is important. Also, the amount that is spent on advertising is not without any purpose but to get as much return as possible on the investment that they made on advertising. The advertising campaign should result in more profit, greater sales and healthier bottom line.

While there are number of ways to promote the products of your business, three important questions needs to be asked before zeroing in on any particular advertising medium:

(i)   Who are the target buyers?

(ii)   What is the best medium to reach them?

(iii)   Can the brand launch an effective campaign using the medium selected?

Selecting the right medium goes a long way in generating more customers for the company.  Apart from other mediums of advertising that can be used to reach a large section of the population, cinema advertising is also a very important medium which can deliver massive audiences to the advertiser. Moreover it is a sophisticated media that offers creative and unique opportunities to build atmosphere, convey emotion and also fully engage the viewers. Brands have tried to take advantage of movie theatre audiences for as long as the industry has been around.

There are various advertising agencies who can be contacted for advertising in various big cinema houses such as advertising in INOX, PVR cinemas advertising and so on. Such advertising agencies provide comprehensive on-screen advertising plans, activation & innovations, branding so as to achieve the objective of the brands for which the advertisement is being done. Advertising and branding via cinema can be done in multiplexes or single screen cinemas. Advertisers can choose between on-screen or off-screen mode of advertising.

Cinema advertising agencies in Mumbai, Delhi, Ahmedabad, Hyderabad and other parts of the country give the option of going for on-screen advertisement through ad film, audio slide and static/mute slide. Off-screen is more about cut-outs, seat branding, signage at entrance, ticket counters, arch gates, ticket jackets, standees, flyers and pamphlets, façade hoardings, branding in elevators, washrooms, snack counters, kiosk activation and so on.

The incredible audio output and expansive screen of cinemas can be great production assets when cinema-based advertisement is created. Due to the fact that there are longer time frame, cinema advertisement can take a more narrative approach and allow the creators to take plot risks that conventional television spots rarely allow. If the advertisement is done properly, it can result in a visually appealing ad that the audiences will remember for a long time even after the film is over.

Cinema advertising also allows organizations and businesses to directly market their products or services to their audiences. While in case of television advertising the advertisement is viewed by one and all, in case of cinema advertising the advertisers succeeds in targeting particular audiences. It also comes with another advantage i.e. unlike internet or television advertising cinema goers can’t change the channel or opt out of viewing. Hence advertisers get to send home a forceful message about a product or service.

Multiplexes have re-defined the movie going experience for cinegoers. Today a visit to the multiplex goes beyond merely spending the stipulated movie run time at the cinema, to enjoying a complete experience of comfort, luxury, ambience and a delectable F&B spread to boot. There are a number of multiplex chains in India, each vying to entice the new age cinegoer. Here are the top 3 which have created an indelible mark in the multiplex industry in India.

1.   PVR

PVR is the largest and the most premium film and retail entertainment company in India. Its umbrella of multiplexes currently covers 553 screens with 121 multiplexes in major cities in India making it a truly pan-Indian multiplex chain.

It started operations in 1997 with a single property in New Delhi and today, it is amongst the top 10 cinema exhibition companies in the world.

PVR cinemas, is the largest and the most premium film entertainment company and is listed as India’s Most Trusted and Most Attractive brand consecutively for three years since 2013 in the Category of Entertainment and Display.

They offer a range of cinema watching experience catering to every patron’s need through various cinema formats varying from PVR Talkies to PVR Director’s Cut. They boast of having the latest technology, the most sought after content, world class ambience and scrumptious F&B services, world class architecture and infrastructure at the best of locations in the city.

PVR has acquired Cinemax and more recently DT cinemas, making it the largest multiplex chain in the country.

2.   INOX

INOX currently operates 428 screens in major cities across India. All INOX cinemas have state of the art facilities in terms of modern projection and acoustic systems, interiors of international standards, and high service standards.

Renowned for its world class technology, high levels of hygiene, a wide spectrum of movie offerings and most importantly high service standards, INOX is the one of the most preferred destinations of movie-goers.

Since its inception in 1999, INOX has been active in exploring acquisition and / or expansion opportunities on continuous basis with a view to consolidate its position in the multiplex industry. INOX acquired Calcutta Cine Pvt. Ltd., Fame India Limited and Satyam Cineplexes Ltd., thereby strengthening its presence to be a significant player in the Indian multiplex space and redefine the movie going experience in India.

3.   Cinépolis

Cinépolis India is a wholly owned subsidiary of Cinépolis and is the 1st international exhibitor in India. The company started its operations in India in 2009 at Amritsar and currently operates 240 screens under the brand names of Cinépolis, Cinépolis VIP and Fun Cinemas. Cinépolis has collaborated with global visual technology company RealD Inc. to provide 3D technology across its multiplexes. Cinépolis has 100% digital projection across its screens in India. Apart from acquiring Fun Cinemas, Cinépolis has chosen to grow organically and has reached more than 100 screens in less than five years.

Khushi works closely with each of these cinema chains in the cinema advertising space.  Advertising in cinemas helps you reach targeted consumers with innovative messages that engage moviegoers in a highly effective manner. Cinema offers you scope to reach out to your TG through multiple touch points. These contact points put together can help a marketer to create a roadblock campaign in cinema.

Experiential marketing is all about creating the right buzz at the right place at the right time. It is about creating an experience that the customer can take away with him and talk about to his friends and family. One of the best places to conduct an experiential marketing campaign is undoubtedly a shopping mall. A shopping mall offers the perfect setting to carry out activations. Apart from plain shopping mall advertising which can have all the innovative advertising possibilities, one of the best ways to attract the attention of the shoppers is to carry out an innovative experiential marketing campaign in the mall premises. By combining a high-end shopping experience with experiential marketing, conducive ambience is paired with personal touch – resulting in a fully immersive, unforgettable brand activation.

At the very core, a large section of the Indian shopping population remains one which believes in ‘seeing is believing’. There is nothing more gratifying than being able to get a feel of the product or to be able to try it out before making a purchase decision. Now that’s where experiential marketing can help: it gives an opportunity to the user to touch, feel, see and probably try the product.

Here’s the reason why experiential marketing works so well in a shopping mall-

1.   Ambience – the shopping mall is a place where the shoppers are pocket-heavy and in a frame of mind to shop. Plus, the pace is unhurried. The ambience is comfortable and inviting. This offers the perfect setting to undertake an activation or an experiential marketing initiative. The atrium or any other suitable space in the mall can be selected to conduct the activity.

2.   Ambience – Appealing to the ‘experiential’ consumer – Experiential marketing appeals to those who are interested in trying new things. Whether it’s a new food product or a new phone, consumers will be inclined to consider a purchase because they get to experience the brand first hand. Also, they will walk away with a positive brand experience which will encourage them to share their experiences with others through positive WOM.

3.   Ambience – Relationship building – Experiential marketing allows for a deeper, more genuine relationship with consumers, enabling them to feel a connection with your brand rather than simply being exposed to it. This sets the foundation for establishing long-term advocacy for your brand.

4.   Ambience – Distinguishing your brand – Executing an experiential campaign helps you to cut through the clutter of the other traditional media. You can be certain that people will not only see your message, they will also remember it. By inviting consumers to take part in an experience, you can develop a competitive advantage, while simultaneously building brand awareness among the TG.

The best experiential marketing agencies can provide innovative experiential marketing ideas which can generate buzz through crowd participation and word of mouth.

A coffee shop or café primarily serves hot coffee and related coffee beverages, tea and other hot as well as cold beverages, light snacks, muffins and pastries.  Coffee shops largely serve as centres of social interaction. They provides patrons with a place to congregate, talk, read, write, entertain one another and pass time, whether individually or in small groups. Ever since coffee shops have started offering Wi-Fi, they have seen an upsurge of patrons spending a good amount of time in their premises accessing the Internet on their laptops and mobiles. A coffee shop can serve as an informal club for its regular members. Some coffee shops have established a solid reputation, attracting large volumes of highly loyal, sometimes even daily patrons.

Advertising at coffee shops can be a very lucrative option due to these key features-

(i)   Average dwell time at café: 45 minutes

(ii)   Meeting place for 15-35 year olds

(iiii)   The place most frequented after “home and workplace/college hours”

(iv)   A place patrons meet friends and colleagues, in groups of 3 or more

(v)   A place where patrons rejuvenate and are free to be themselves rather than a place to be “seen at”.                                                                                 (Source: Café Coffee Day)

Any brand looking for a strong alternative to conventional media can choose to advertise in coffee shops – right from FMCG and telecom to education and films. Advantages of advertising in coffee shops are –

(i)   Uncluttered and non-intrusive brand communication

(ii)   Long uninterrupted dwell time

(iii)   Relaxed, unhurried frame of mind

(iv)   Easy access to the ‘young’ age group

(v)   Low cost per contact for a filtered TG

(vi)   Innovative advertising is possible

(vii)   Experiential marketing and activation possibilities

There are plenty of ways to design some of the best ambient advertising possibilities in coffee shops. Brand message can be communicated in non-intrusive yet effective methods in coffee shops such as-

(i)   Window vinyls

(ii)   Table-wraps / table mats

(iii)   Table stickers

(iv)   Tray mats

(v)   Tent cards

(vi)   Coffee cups and saucers

Branding is all about creating brand value and fortifying brand image and what better place could there be than the airport? With the rise of higher middle class and novo rich quickly climbing the ladder, the airports in India are experiencing a massive rise in air traffic. This is true not just for metropolitan cities of Delhi, Mumbai, Bangalore and Calcutta, but the comparatively smaller airports of Hyderabad, Ahmedabad and other cities have also witnessed a considerable growth in traffic.  With millions of passengers travelling by air each year, branding at airport can give great mileage to your brands, and undoubtedly makes branding at airports a good marketing investment.

Let’s check out few reasons for this:

The high fliers: Airport is the place where the high end customers pour in from across the globe. It is the most ideal place to target people of the affluent class. Since these customers have high purchasing power, they are naturally inclined to buy branded goods.

International travellers: Leading brand promotions companies in India which specialize in branding and advertising stress that airports are the best place to grab attention of international travellers. So, airport advertising remains at number #1 for multinational brands.

Ample time to spend at Airport: It becomes almost mandatory for air travellers to spend a couple of hours at the airport to comply with various airport formalities. This gives ample time to the travellers to look around and move around the airport. No wonder airport advertising agencies in India try to cash on this opportunity and gain optimal visibility for their brands.

Ample places to advertise: Airport offers abundant scope for highlighting different brands. From billboards, hoardings and stand alones at prime locations to huge gates, conveyor belts, escalators, elevators, security check, baggage claims and boarding areas….you name it! The brands can convey their story and message. Even commercials can be telecast while the passengers wait at the security checks.

Airport is a destination that’s being flocked by people willing to spend money. It is a place where attention span of target audience is greater. With these obvious benefits, the advertising gurus in India and the best advertising agencies in Mumbai conclude that branding at airports is the king of advertising in India and will remain so for many, many years to come.

So, if you want to create brand awareness, get your products advertised at the airports!

Malls have become a popular hangout destination for people in addition to being a popular shopping place. The facilities such as gaming zones, eating joints and multiplexes add to the attraction of malls. This makes mall a complete package. Also, with most of the malls selling right from electronics, books, garments to grocery, people from all income groups throng the malls in large numbers. Since the visitors are already preconditioned for buying, advertising in shopping centres is like meeting consumers at the Point of Sale, where they can be persuaded to buy with just a slight nudge (in form of advertising). Naturally, mall advertising creates a massive impact on consumer psychology and improves brand image as well as conversions.

In addition to conducive buying environment, malls offer upscale advertising opportunities, which make reaching out to target audience easy and impactful. For example, displaying kiosks at strategic locations enhances visibility and goes a long way to strengthen brand image.

Another popular mode used by every renowned mall advertising agency in India is mall screen advertising. Blending digital technology with promotional content, mall screens are high definition screens that facilitate broadcasting video and audio content. When leading advertising agencies create motivating and dynamic promotional content, it is bound to engage visitors. Depending on the budget of the advertisers, the ads can narrate product story, short clips, etc. of the product.

Since the mall screen displays are connected with Internet, the advertisers can even give REAL TIME information and update by adding RSS feed. So, right from casual greeting to important product update, upcoming launch or sale can be intimated through the mall screens.

Floor graphics also are quite popular form of mall advertising, which supplements other forms of advertising. Using the elevators, escalators, lifts for advertising also catches the audience attention. Plus, the window and door slings are also great way to grab the visitors’ attention.

Other options of mall advertising include dioramas, poster ads, LCD displays and more.

Since the consumers are increasingly becoming brand conscious and advertising greatly influences their buying decision, mall advertising can be considered as a final call before the visitors make a purchase. Needless to say, putting up your ad at strategic locations in malls can greatly empower your brand image and massively boost conversions. Considering the vast potential malls hold, mall advertising is something that no brand, product or service can afford to overlook. Get ready to make that final call…and give impetus to your brand value.