Navi Mumbai has welcomed a new era of in-mall advertising with the launch of Aayam, Maharashtra’s largest cuboid anamorphic screen, at the Nexus Seawoods Mall. This innovative 3D display, strategically placed in the mall’s central atrium, promises to revolutionise brand storytelling and captivate shoppers with its immersive visuals. Aayam, which translates to “dimensions,” is a collaboration between Nexus Seawoods Mall and Sand O Investments. The 15-feet wide and 9-feet high cuboid screen boasts a distortion-free 360-degree viewing experience, redefining in-mall advertising.
Suspended high above the ground, the screen offers a perfect view from all four sides without requiring 3D glasses. The Chief Marketing Officer of Nexus Select Malls describes the initiative as the “future of storytelling,” offering brands a platform to engage their audience in a truly unforgettable way. This state-of-the-art technology opens the door to creative and interactive campaigns that are certain to leave a lasting impression on Navi Mumbai’s tech-savvy shoppers. The installation of Aayam was no small feat. The mall’s atrium lacked the pillars needed to support the structure, and placing the screen on the floor was impractical due to the presence of a basement. After a year of brainstorming and engineering, a suspension system was devised to hold the cuboid at an optimal angle for public viewing.
“This was a unique challenge,” remarked the Regional Director-West of Nexus Malls, “but the solution has resulted in an eye-catching display that blends engineering ingenuity with visual excellence.” Beyond its technological marvel, Aayam is a sustainable advertising solution. Nexus Malls has partnered with content creators to design campaigns specifically for the anamorphic screen, enabling brands to maximise its visual impact. With the ability to showcase product launches, promotions, and interactive campaigns, Aayam ensures high engagement and deep brand recall among consumers.
The screen also aligns with the growing demand for experience-driven retail environments, offering brands a unique platform to connect with the diverse population of Navi Mumbai. According to Sanjyot Vaidya, Founder of Sand O Investments, “Aayam changes the dimensions of in-mall advertising.” With its immersive capabilities and innovative placement, the cuboid screen is poised to become a benchmark for digital advertising in India, pushing the boundaries of how brands communicate their stories.
