The accelerated rate of growth of the Indian economy has given the people of India unprecedented amounts of disposable income. They choose to spend this money and much of their leisure time shopping in malls. All across India in major metropolises and even small towns, the number of malls is forever increasing. The mall has now come to become a symbol of India’s up and coming middle class and their dreams and aspirations. Mall activations are important because they target the audience right when they are doing the activity brands want them to do – shopping. Mall activation helps in engaging a large audience because of the number of people visiting a mall. Most mall activations are eye catchy and involve audience participation, making them quite memorable.