Since our inception, we have always resorted to high-end technology with an aim to present our customers with unique experiences every time they visit our mall. A financial management and Journalism student, Yash believes learning as a continuous journey and enjoys following the IT and the Pharmaceutical industry and has penned many articles on the subjects. Our Partners & Participants. What is/will be the ratio of ATL to BTL in your promotional plans? Uddhav Poddar. It’s an evolving science. Chairman, Select Group . BTL activation help in engaging consumers at the mall and help build a frenzy that results in shopping, but ATL is what drives them in by telling them what’s happening. NB: What is your rationale for using technology in your malls? Technology is the way to deliver superior experiential events: Nishank Joshi, CMO, Nexus Mall, Technology has played a key role in the rollout of GST: Mallikarjuna Gupta, Logo Infosoft, Investors will continue to back bigger players in the co-working segment in 2020: Anuj Puri, Monetary Policy December 2020: Real Estate Outlook. Chairman, Merlin Group of Companies and Partner-Director, South City Group . Nishank Joshi. NewsBarons. Joshi joined Nexus Malls from K Raheja Corp where he spent close to seven years in two stints. Nishank: We strongly believe that malls need event with a twist. Nishank Joshi, CMO, Nexus Malls added to this saying, “This day is special because today over 250 shopping malls across India have finally opened up after three long months. It has been a magnificent summer at Seawoods Grand Central Mall alright. “We realised it is going to be a tough year and really upped the ante in terms of initiatives, and it is paying off big time,” said Nishank Joshi, chief marketing officer at Blackstone Group’s Nexus Malls, which has held such festivals at six of its malls, including SGC and Treasure Island, during October-December. wordreatil . Against common perception of the sole purpose of malls being shopping, malls have become community hubs where people come to eat, watch movies, hang out with family etc. View this post on Instagram. We predominantly are still a market that believes in ‘touch & feel’ before we make a purchase. ED, Pacific Malls . Nishank Joshi Jobs People Learning Dismiss Dismiss. He said the malls … MD, Forum Group . So, BTL not only is a great way for promoting our brand and get in footfalls but also to generate revenue from brands across the year. With over a decade of experience working in retail and mall marketing, Nishank Joshi, Chief Marketing Officer, Nexus Malls, has launched seven malls across India and relaunched three others across India. Your view on this. Nishank Joshi, Chief Marketing Officer, Nexus Malls said, “As they say “Family is a gift that lasts forever” and what could be a more opportune time than Christmas to celebrate this gift. Nishank Joshi, Chief Marketing Officer, Nexus Malls said, “As they say “Family is a gift that lasts forever” and what could be a more opportune time than Christmas to celebrate this gift. For Nexus Mall, inclusion of technology plays an important role for creating unique end user experience and their experiment with Augmented Reality and other digital technologies has garnered huge success for them. Shrirang Sarda. Nishank: Malls are the future of social spaces and will become even more aligned to the future needs of the consumer. From community events for people in the catchment, to Live concerts and stand up comedies to pure play installations. Dheeraj Arora. At Nexus Malls, we have always believed that the true spirit of festivities lies in celebrating it together with your family and friends. This becomes necessary as BTL agencies have different skill sets and so every new occasion calls for a new idea and that may need a different agency each time. Dismiss. An awesome experience where people can interact with digital creatures and take pictures and videos of the experience too via a snapshare option. We started off the launch campaign with the hugely successful unplugged musical concert featuring Jonita and Papon. BTL has formed the very essence for mall promotions and advertising. Can you also specify the range of activities that you are undertaking and propose to undertake as part of the below-the-line advertising and promotion? Nishank Joshi. We have also seen a massive shift in customer behaviour over the last 3-5 years. It is 60:40 today in favour of BTL. Nishank Joshi, CMO, Nexus Malls said, “Family is a gift that lasts forever and what could be a more opportune time than Christmas to celebrate this gift. Abhishek Bansal. Rahul Saraf . ABOUT IMAGES Group. “We realised it is going to be a tough year and really upped the ante in terms of initiatives, and it is paying off big time,” said Nishank Joshi, chief marketing officer at Blackstone Group’s Nexus Malls, which has held such festivals at six of its malls, including SGC and Treasure Island, during October-December. View Nishank Joshi’s profile on LinkedIn, the world’s largest professional community. When we started looking out for someone who would be a human representation of our values, Ayushmann Khurrana was one name that stood out. Also, will this ratio change after the launch phase of a mall or a certain activity? Speaking about the announcement, Nishank Joshi, Chief Marketing Officer at Nexus Malls said, “At Nexus Malls, we believe happiness is at the centre of everything that we do. Do you prefer to do this through BTL agencies directly or via your existing creative/media agency? Through our latest Ad campaign, we aim to convey the same message amongst our patrons." And as they become entertainment and social hubs, dwell times in malls will increase substantially hereon. In this edition of BTL Baatein, powered by VISCOMM, Nishank Joshi speaks on how BTL is an important marketing activity and revenue-earner for malls. In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL in the retail space? The news is about Technology is the way to deliver superior experiential events: Nishank Joshi, CMO, Nexus Mall the latest news updates from Retail Sector in India. Freeport. Oh, BTL is on the rise, no question about that. Tribune News Service Amritsar, August 31 Nexus Malls has announced Ayushmann Khurrana as its ‘Happiness Ambassador’ for Mall of Amritsar and the other malls in its portfolio. NB: In this current scenario of online purchase, how do you think shopping malls would survive? Style Hashtags has curated campaigns and experiences to position the malls as ‘International Fashion Destinations’. There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? “We have been seeing a 14 per cent growth in sales and about 12 per cent increase in footfall at our rebranded malls,” Nishank Joshi, CMO, Nexus Mall told BusinessLine. How important is BTL in your industry? At around the same time we debuted with a first in Navi Mumbai – an Augmented Reality experience where people can come face to face with the wildlife in the Arctic. Our Portfolio on Children ’ s profile on LinkedIn and discover Nishank ’ s largest professional community our Ad. 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