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Delhi Police to get strict on mall activations

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | August 10, 2010
Delhi Police is in talks with civic authorities to bring out a stricter policy on conducting events at malls

Brands and activation agencies may soon have to work a little harder to get the right spot in a mall in Delhi. Delhi Police plans to come up with a policy regarding safety in malls, which would have implications for events and activations conducted there.

& #BANNER1 & #"Promotional events attract large crowds, which in the event of any mishap, can result in a disaster. Secondly, traffic volume on the roads also increases; and if it is in the vicinity of the main road, traffic is affected," says Rajan Bhagat, PRO of Delhi Police.

The police are in talks with civic authorities, including Delhi Development Authority, New Delhi Municipal Corporation and Fire Department to formulate the policy.

"Area has been allotted by the authorities to malls to conduct events -- how that area can be used and what would be the evacuation plan in a crisis, is what we are looking to bring more clarity into," says Bhagat.

"I feel the implementation of this order has come in, because a lot of exits in malls are locked due to multiple obstructions," says Ambika Sharma, chief operating officer of Jagran Solutions.

"It is going to impact planning, which would need to be slightly more far-sighted in order to get the best available space," says Sharma. Jagran Solutions is involved in taking four to five products to malls every month.

Sharma adds that malls are an extremely important location, since more and more consumers are flocking to them. Youth in the SEC A, B and C categories are especially easy to target in malls, particularly on weekends.

Alpana Tiwari, events and promotions manager of luxury mall, DLF Emporio says, "This would not affect our business, as we already comply with all the directives given by the government."

She adds that the policy would apply to the open areas of the mall. "I think they are looking at activities where too many people are involved, like a gathering of 300-400 people, which is not permissible."

DLF Emporio conducts four to five events in a month for categories such as apparel, accessories and jewellery.