Home News JCDecaux and OAP team up to build awe inspiring presence for TATA Manza at Bengaluru airport

Newsletter Subscription

Poll

Is the fragmented Indian outdoor advertising industry ready for accurate online listing initiatives?
 

Archive News

JCDecaux and OAP team up to build awe inspiring presence for TATA Manza at Bengaluru airport
SocialTwist Tell-a-Friend Print E-mail
Font Size Larger Font Smaller Font
network2media Bureau   
Tuesday, 13 September 2011 09:00 (IST)

Truly imposing BENGALURU: Aiports have been the preferred advertising destinations for many automobile brands, specially for the brands that are premium and aspirational. Modernisation of airports has also played a role in fuelling this trend by providing brands with international quality displays at premium airports.


All encompassing In line with this trend, TATA Manza, the premium sedan from the TATA Motors stable has created a larger-than-life presence through the gigantic 90m glass facade located at the check-in hall of the Bengaluru International Airport. The unique display has been implemented by JCDecaux India, the exclusive advertising concessionaire for the Bengaluru airport, in partnership with the outdoor specialist agency, OAP.


This gigantic media of 90m X 2.8m is strategically located at the check-in hall common for both domestic and international passengers departing from Bengaluru. Maximising exposure This location offers 100 percent visibility to the campaign


The simple and clear client brief was to create a display at a prominent location in the airport and the check-in hall glass façade was selected.


The basic idea was to make use of the largest format available at the airport to target the passengers in the airport and create visual dominance.


Notewrothy initiative The check-in hall glass façade was selected due to its size and head-on position. the creative was then adapted to the size of the glass facade. The idea was to create a campaign effectively targetting the departure passengers and enhance brand awareness and recall among consumers.


Virat KhullarTalking about this initiative, Virat Khullar, Asst. general manager (car product group), TATA Motors, said, "We chose big formats to create 'wow' for the consumer. We are glad that the display has become the talk of the town."


James VargheseCommenting on the campaign, James Varghese, VP and business head - west, OAP, said, "The mandate from the client was to put the display in the most prominent area in the airport. Therefore, we along with JCDecaux chose the check-in counters. The result has been awesome. The display aptly brings out the premium values of the car."


Alok DuggalAlok Duggal, general manager - sales, JCDecaux India, said,  "It is great to have TATA Manza on one of our key sites at BIAL. We look forward to strengthening our association with TATA and would strive to deliver even more effective and innovative campaigns in the near future."


The campaign has created a 'wow' effect the moment one enters the BIAL terminal and helped create a long lasting impression among passengers queuing up for checking in. The creative and the huge size of the glass façade blended well with the aesthetics of the airport and thus the brand effectively communicated its message among the consumers.


Also read:

JCDecaux and BIAL build premium Ulysse Nardin presence at Bengaluru Airport
JCDecaux, ING Vysya and HT come together to support Earth Hour 2011
JC Decaux creates Asia's largest 'in-terminal' display for Microsoft 'Cloud Power' at Bengaluru airport
International: JCDecaux becomes largest outdoor advertising company in the world
JCDecaux takes MS Cloud Services sky-high with giant display in Bangalore
JCDecaux, Poster Publicity give Yahoo! signature presence in Bengaluru skyline

JCDecaux gives Bengaluru airport a blue hue to showcase Uninor

Comments

Show/Hide Comment form
 
WONSA
Pioneer Publicity
US Adcom