Entertainment at what cost?

Entertainment at what cost?
Nina C George
The heart-wrenching death of six-year-old Ahan Bhandari at Garuda Mall on Sunday last after he fell off the malls fourth floor, might at least awaken all concerned to the perils of product promotions and entertainment packages that malls showcase...

This was one wake-up call the City could have done without. The heart-wrenching death of six-year-old Ahan Bhandari at Garuda Mall on Sunday last after he fell off the mall’s fourth floor, might at least awaken all concerned to the perils of product promotions and entertainment packages that malls showcase.
A lot has been written about the beefing up of security and safety at City malls. But one cannot overlook product promotions and entertainment packages in malls. In themselves, such campaigns may rake in the moolah for malls, directly and indirectly.
Most product promotions take place on the ground floor, in the central atrium, because it offers large area and attracts shoppers’ attention.
A section of shoppers Metrolife spoke to across several malls in the City, feel these product promotions don’t help shoppers. On the contrary, they are an irritant and prove fatal at times as happened in the case of Ahan.
“The promotions happen on the ground floor. People shopping on the floors above tend to look down and if the height of the railing is not enough then chances of them tripping over are more.
Ahan was also caught leaning over to get a better view of what’s happening below. Safety must be first priority,” says Pramod Kumar, a close family friend of the Bhandari family.
Renting space
The mall owners are only too happy to let out space for product promotions and charge a fat sum from each of those signing up for product promotions.
Garuda Mall charges Rs 10,000 to Rs 15,000 per week for product productions. It’s on the higher side on weekends.
According to Forum Mall’s rack rate, product promotions at the central atrium are charged up to Rs 15,000 for a 15 x 15 sq ft space on weekdays and up to Rs 25,000 for the same space on weekends. Outside the Forum Mall, it’s Rs 10,000 on weekdays and Rs 15,000 on weekends for a 10 x 10 sq ft space. Anand Narayanan, mall manager of Bangalore Central says they charge anywhere between Rs 5,000 and Rs 20,000, depending on brand and location.
Anjani Kumar, senior business development manager at Sigma Mall says, “We encourage only one product promotion a week and that’s usually a product launch. We don’t want to invite a lot of stalls and hassle customers.” Sigma Mall charges Rs 15,000 on weekends and Rs 10,000 on weekdays for product promotions. Rents paid by product promotions run into lakhs each month.
Merveil Varghese, brand associate, Forum, says, “There are two kinds of promotions. One is entertainment-based and the other interactive. In-house product promotions are more of a value-add to customers. We want people to watch and move on.” She adds, “We ensure that we cut off sound from the rest of the floors if there’s a promotion on the ground floor, to prevent people peeping down.”
Deepa, a regular at the Forum, says she doesn’t mind product promotions. “If it is a product I’m interested in, I have a second look, otherwise I simply move on. It doesn’t take away my shopping experience,” she says.
Raj, who runs a home appliance business near Magadi Road, frequents Garuda Mall on weekends. He says product promotions must be stopped. “It distracts easily. So people on the top floors tend to lean over the railing. This can cause accidents,” he says.
Anju and her friend Poornima often sneak in to Garuda to watch a movie. These students of Jyothi Nivas College think product promotions must be moved away from the central space on the ground floor and spaced out on different floors or maybe in a hall exclusively for such promos.
Uday Garudachar, MD of Garuda Mall, thinks shopping malls without product promotions are reduced to mere shopping complexes.
“It’s called shopotainment. It would be dull without product promos. We have the maximum footfalls when we have promos. Adequate security arrangements are made during the promotions,” asserts Garudachar.
Anand Narayanan says product promotions are a big hit among people. “We cover our railing with product accessories and this prevents people from going close to them. Major product promotions like fashion shows happen at one corner on the ground floor, the smaller ones happen in the centre,” he explains.
DCP Central B N S Reddy says police have taken note of entertainments at malls proving a threat to the safety of onlookers. “People leaning over the railing is a common sight. I have suggested to mall owners that top floors be covered with transparent nets,” reasons Reddy.