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Air India takes its 'Maharaja' on an exciting outdoor flight
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network2media Bureau   
Monday, 05 March 2012 09:00 (IST)
Extensive campaign NEW DELHI: National carrier Air India has added teeth to its marketing initiative by embarking on an extensive outdoor campaign. The campaign has been jointly executed by Laqshya Media, Pioneer Publicity,  TDI, Graphisads, Midas etc.

Large formats deployed The campaign has been executed using multiple media formats including billboards, unipoles, public utilities and other signages at strategic locations on prominent roads and hangout points. To create high recall and visibility, mainly large format media have been used. Signages have also been deployed in major markets and areas of congregation to maximise visibility.

Building night visibility The campaign is very vibrant and is of the kind that has not been seen before. Soon Air India will also be using the services of Infomedia18 Ltd. to reach the right target customers through emails and yellow pages.

Air IndiaCommenting on the campaign and on the efficacy of various media vehicles, G.Prasada Rao, spokesperson Air India, and the person who is executing the Delhi branding, said, "To attract passengers, the airline has come out with its latest print campaigns titled ‘Jaldi Jaldi,' ‘Get up Front’, ‘Get Lucky’ offering discounted fares, free tickets etc."

Key placements "Prior to this, branding activities were undertaken at F1, Trade Fair, Delhi Airport Metro and now in metro trains, and selected outlets of Café Coffee Day and Barista on an all India basis. Over four lakh Air India pocket calendars have been picked up by the youngsters at these café’s and these calenders are in their wallets and bags which will be carried by them through the year!"

The 'Maharaja' on a table Air India’s CMD, Rohit Nandan is personally checking out outdoor spots for maximum brand reach in New Delhi and other metros.

Captive visibility "Our branding campaigns are more aggressive now and we are not missing out any branding opportunities. Our focus is always on reaching the right target with maximum impact and minimum costs”, added Rao. "Getting the best branding with innovations at the best price and creating buzz is the key for growth", Rao stated. He concluded by saying, "The responses to the present campaigns have been overwhelming and have been appreciated by one and all for its creative work."

Rajesh MendirattaOn being appointed as the OOH partner for Air India, Rajesh Mendiratta, general manager, Laqshya Outdoors, said, "It is a matter of great pride to have Air India on board with us. 'Delhiites' are really delighted to see the Maharaja after a long wait.

High footfall locations "All though it was a challenging task and a lot of brain storming went into re-introducing their mascot - the Maharaja, but we executed the campaign intelligently and effectively where important high traffic areas were covered and maximum visibility was achieved. This campaign will help brand Air India with better brand recall and brand association with the target audience."

Commenting on the OOH campaign, Mendiratta said, "Air India and Laqshya came to a conclusion that there was no better way to bring Maharaja to life other than through Out-of-Home.

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