As consumer attention becomes increasingly fragmented in the digital age, Mall Media has emerged as a powerful channel for brands to capture audiences in real-time, high-footfall environments. In 2025, several brands stood out by creatively leveraging mall spaces to deliver campaigns that blended technology, storytelling, and retail activation. Here are five standout brands that truly nailed mall media execution in 2025.

1. Nike: Phygital Pop-Up Meets AR Experience

Campaign Goal: Launch the limited-edition Nike Air 2025 sneakers.
Mall Media Tactic: Nike transformed a mall atrium into a phygital playground using Augmented Reality (AR) zones and interactive sneaker customization booths.

Shoppers could scan QR codes on digital displays to enter a virtual try-on experience using AR mirrors. By gamifying the process, Nike boosted dwell time and social sharing, resulting in a 40% increase in foot traffic to nearby Nike stores and a 25% uplift in sales during the campaign period.

2. Samsung: Immersive DOOH Domination

Campaign Goal: Promote the Galaxy Flex Fold 5 launch.
Mall Media Tactic: Samsung used large-format Digital Out-of-Home (DOOH) screens and ceiling projections across premium malls in India and Dubai.

The campaign synchronized across screens to show the phone folding in slow motion, with dynamic lighting effects and synchronized sound. Samsung also offered interactive demo pods inside the malls. The campaign resulted in a 70% increase in live demos and over 200,000 new leads captured via NFC-enabled lead forms.

3. Cadbury: Festive Sampling & Nostalgia Booths

Campaign Goal: Drive emotional connection during Diwali 2025.
Mall Media Tactic: Cadbury installed 'Memory Booths' where people could record video messages for their loved ones and receive a personalized chocolate gift box.

With mall activations in over 15 cities, this campaign was designed to enhance in-person engagement and foster deeper emotional connections. Cadbury saw a 3X boost in brand recall and a 60% increase in impulse chocolate purchases within mall stores during the festival period.

4. Lenskart: Smart Mirror Activation with Instant Offers

Campaign Goal: Promote Lenskart’s new AI-powered lens recommendation.
Mall Media Tactic: By integrating smart mirrors with AI-based face mapping, Lenskart allowed shoppers to virtually try on glasses and receive instant coupons via SMS.

The campaign deployed across India’s top 20 malls. Over 1.5 lakh people interacted with the smart mirrors in the first month. The brand reported a 35% increase in in-store conversions and gained significant traction on social platforms due to selfie-sharing mechanics.

5. Zomato: ‘Foodie’s Passport’ Mall Hunt

Campaign Goal: Boost app installs and restaurant partner visibility.
Mall Media Tactic: Zomato turned food courts into gamified zones by launching a “Foodie’s Passport” challenge. Users scanned QR codes across different restaurants to collect stamps and unlock Zomato Gold discounts.

Through NFC-enabled screens and branded kiosks, Zomato drove over 100,000 app downloads and created viral buzz on Instagram and X (formerly Twitter). The campaign also uplifted partner restaurant orders by 45% during weekends.

Final Thoughts

These 2025 mall media success stories prove that when creativity meets technology and consumer insight, the mall becomes more than just a shopping destination — it turns into a brand stage. From AR to gamification and emotional storytelling, the best campaigns didn’t just advertise — they engaged, immersed, and converted.

 

Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)