Campaigns

TOTAL Lubricants brands 48 aerobridges at IGIA

TIMDAA executes the branding initiative, overcoming several challenges along the way

Published

August 5, 2014

TOTAL Lubricants has wrapped 48 aerobridges at the Indira Gandhi International Airport, Delhi airport to reinforce its brand presence in the Indian market. The brand has entered into a three-year deal with TIMDAA that handles the advertising rights at the airport.

Aerobridges across the world are a highly valued media and one of the most challenging OOH properties to maintain. Moreover, this static media has never been utilised before by any local brand previously at the Delhi airport due to its relatively high price level. However, the advent of the TOTAL campaign has brought this media alive.

To reinforce the brand image, the creative has been kept simple, showcasing the brand name and logo. The operations team had to toil for some 16 days to bring to life the intense demands of the campaign.

The operations team faced difficulties on all fronts, as they had never executed such a diverse media plan. All the aerobridges are of different sizes and the creative for those needed to be rolled out efficiently and smoothly in the face of stringent timelines.