The Power of Mall IPs: Why Experiential Campaigns Work
- Ritwik Joshi
- Mar 12
- 3 min read
A Mall IP (Intellectual Property) is a unique, recurring event or experience created for a specific mall or brand, designed to engage visitors, increase footfall, and drive direct and indirect sales. Unlike standalone activations, a well-designed Mall IP builds long-term brand recall and ensures repeat visits season after season.
Some of the best experiential campaigns in India leverage thematic storytelling, interactive experiences, and digital integrations to create immersive brand engagement that goes beyond traditional advertising.
With the right execution, Mall Summer Events can transform passive footfall into active consumer participation, leading to higher dwell time, social media buzz, and direct sales conversions.
How to Create a Winning Mall IP or Summer Experiential Campaign
Here are three critical strategies brands must adopt to make the most of the summer retail season:
1. Create Something New – Break the Template
The biggest mistake brands make? Recycling old ideas. Every year, we see malls filled with the same play zones, food fests, and celebrity meet-ups with little differentiation. The market is saturated with safe, predictable, and often forgettable experiences.
To truly stand out, brands must invest in:
Take Frostyland, for example—our winter-themed summer campaign in malls brought in over 40% more footfall than the previous year by delivering a completely new, Instagrammable experience for visitors.
2. Add Value Beyond the Obvious
In a market driven by rising costs, customers are more selective about where they spend their money. Simply pushing discounts isn’t enough; brands must focus on delivering real value through experiences.
Ways to add tangible value:
Bundled experiences – Offering a value-driven package (e.g., shopping + entertainment + food deals).
Engagement-driven rewards – Move beyond random giveaways and focus on earned incentives through participation.
Edutainment formats – Parents are actively looking for engaging and educational experiences for their kids during summer breaks.
When brands offer meaningful interactions rather than just promotions, consumers stay longer, spend more, and build brand affinity.
3. Build a Culture of Innovation in Your Team
One of the biggest roadblocks to extraordinary experiential campaigns? Risk-averse teams.
Most marketing teams default to safe ideas that don’t challenge the status quo—not because they lack creativity, but because leadership often discourages risk-taking.
Brands that encourage bold thinking and empower teams to experiment will always be ahead of the curve.
This means:
Allocating a dedicated innovation budget – So teams can test bold, unproven ideas.
Encouraging rapid prototyping – Quick mock-ups and pilot activations before full-scale execution.
Partnering with agencies that specialize in experiential marketing – Teams that understand risk-taking and consumer psychology will help drive breakthrough ideas.
At Afternoon, we’ve seen firsthand how forward-thinking brands that embrace creative risk have consistently won over audiences and outperformed their competition in summer experiential marketing.
Final Thoughts: Why This Summer is an Opportunity
Despite economic challenges, summer remains one of the biggest windows of opportunity for brands. Those that innovate, focus on value-driven engagement, and empower their teams to push creative boundaries will see stronger brand loyalty, higher footfall, and greater conversions.
At Afternoon, we specialize in crafting high-impact mall IPs and experiential campaigns that cut through the clutter. Whether you’re looking to create a seasonal blockbuster activation or build a long-term brand IP, we have the expertise and insights to make it happen.
If your brand is ready to break the mold this summer, let’s connect.
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