Accord Advertising bags branding rights for Bengaluru's Mantri Square mall

By Surina Sayal , afaqs!, Mumbai | In Advertising | February 19, 2010
The mall will offer advertisers approximately 12,000 sq. ft of advertising space

Recovering from tough times, individuals and families are back in action at entertainment spots, restaurants and especially malls. The mall culture in India has taken off tremendously, with one being launched after another not only in the major metros but in the smaller cities as well.

Gurgaon's Ambience Mall, which stretches for a kilometer and spans an area of 1.8 millon sq. ft, offers shoppers mind boggling opportunities. The Great India Place in Noida also covers a whopping area of 1.5 million sq. ft. Joining the big boys is Bengaluru's own Mantri Square mall, spanning an area of 1.3 million sq. ft, which is scheduled to open on March 1.

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Developed by Mantri Developers, one of South India's leading real estate developers, Mantri Square aims to fulfil a much needed requirement of north and west Bengaluru by offering residents of areas such as Rajajinagar, Sadashivnagar, Malleswaram, Kumarapark, Hebbal, Yelahanka, Vijayanagar and Basaveshwarnagar a premium destination for shopping, dining and entertainment.

Accord Advertising, the Mumbai based specialised outdoor agency with a pan-Indian presence, has won the sole branding and advertising rights for this mall, which is situated in Malleswaram in the heart of Bengaluru.

Discussing the partnership, Jonathan Yach, head, mall management, Mantri Developers, says, "One of the reasons we chose Accord to partner us on this venture was because we saw synergies in its approach and ours, where it offers its customers the best service with a customisation and innovation at every step of approach."

The mall consists of a six screen Inox multiplex and department stores such as Shopper's Stop, Pantaloons, Lifestyle, Marks & Spencer and Reliance Trends and will also be anchored by a Spar Hypermarket. There will also be a wide range of standalone stores of popular brands in categories such as fashion, apparel, jewellery, footwear, home décor, electronics and more. A food court with a seating capacity of 750, offering a wide range of national and international cuisines, a gaming zone and restaurants are the other attractions.

The Mantri Square team expects a whopping footfall of 1.5 million people per month, which will consist mainly of SEC A and B audiences. In terms of area, the mall will offer a total advertising space of about approximately 12,000 sq. ft.

Of course, within such large spaces, brands usually clamour for attention. Accord Advertising, to complement the overall look and positioning of the mall, has been working closely with the design team of Mantri Square to create a wide range of advertising opportunities.

Accord will offer different kinds of advertising platforms to advertisers, including digital, LEDs, static signages (inside and outside) and promotional event spaces in the mall premises.

Anil Kannambille, co-founder, Accord Advertising, tells afaqs!, "For the first time, we have installed state-of-the-art 3M thin light displays and also an LED display at the food court. The events going on at the mall will be aired live and will invite audiences to be part of these. This will also be supported by Bluetooth networking."

It's only a matter of time before mall rats and advertisers targeting them come raining in. Will they be able to do something different that no other mall offers - spaces and surfaces that haven't been explored for advertising yet? Let's wait and watch.