Said Ashish Bhasin, Aaren managing director: "We highlighted these as a growth area - for many of our clients, the brands advertised will also be available at the malls."
This is the first time that such ad space will be measured and monitored, complete with rate cards. "Different malls have different profiles - we intend approaching brands that fit," said Bhasin.
Rates at a fairly upmarket mall should range from between US$1 to $6 a square foot for a long-term association.
Aaren Initiative will also provide the signages to ensure they are standardised.