A visit to any mall and you see it is filled with the in-mall activations and the in-store activations. Brand Activations are catching up fast and becoming a serious BTL activity for the marketers and it is no more only for the awareness, PR and couponing. It is fast becoming an important weapon in marketing and brand management.
Malls offer great retail experience and house elements of fun, too. Malls are an escapade for many, and footfalls are a given and so malls are an important venue for any brand-activation. Due to a vast canvas of space and people, malls offer a wide spectrum of opportunities for activations that can be carried out with access to quality footfall and exposure.