Home News Air India takes its 'Maharaja' on an exciting outdoor flight

Newsletter Subscription

Poll

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

Archive News

Air India takes its 'Maharaja' on an exciting outdoor flight
SocialTwist Tell-a-Friend Print E-mail
Font Size Larger Font Smaller Font
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.
    

Also read:

OMI launches engaging and innovative outdoor promotions for Shoppers Stop
OMI executes on-ground activation for Delhi Airport Metro Express
OMI creates 'Delightful' outdoor presence for Shopper Stop's end-of-season sale
OMI does an OOH hattrick for UTI Mutual Fund
OMI creates focussed 'Outdoor' presence for Bausch & Lomb
OMI builds pan-India OOH presence for Videocon d2h HD with 3D
OMI showcases the power of 'Four' for Philips IPL season 4 promotions
OMI stretches the OOH canvas for Videcon d2h in southern Tier II & III cities
OMI creates lavish OOH spread for Shoppers Stop end-of-season sale
OMI takes Axis Bank outdoor to promote debit card usage
OMI positions Bausch & Lomb HD contact lens in OOH line of sight
OMI sets the stage for Videocon d2h to roll out a pan-India outdoor campaign
OMI creates the big picture for LG's 'Infinia' LED TV
OMI builds outdoor presence for Zee TV's 'Sa Re Ga Ma Pa', 'Sangini' in Delhi NCR
OMI gives Shoppers Stop a lavish outdoor spread with rich innovations
OMI peps up OOH skyline with innovations for LG 'Cookiepep'
Laqshya crafts magic for South African Tourism on Indian OOH canvas
OMI scripts OOH style statement for LG BL40 Chocolate phone
UTI Mutual Fund celebrates 'one-crore' milestone; OMI takes campaign to 11 cities
OMI lends speed and reach to HDFC Bank's 'My Favourite' campaign
Laqshya Media partners Maharashtra Govt to promote 'Mumbai Saptarang'
OMI sets OOH platform for UTI Mutual Fund to reassert market leadership
OMI executes JSW Energy corporate & IPO campaigns; generates huge public response
Laqshya crafts magic for South African Tourism on Indian OOH canvas
Laqshya Airport Media draws top car brands to Hyderabad airport
Laqshya Airport spreads Gulf Oil all over Hyderabad airport baggage conveyer belt

Comments

Show/Hide Comment form
 
WONSA
Pioneer Publicity
US Adcom