Eveready lights up Kolkata Airport with ‘Ultima’

Eveready Industries India Ltd., the country’s No. 1 battery brand, has launched a high-impact airport advertising campaign for its latest innovation, Eveready Ultima batteries. Titled ‘Ultima: Ultimate Power, Non-Stop Action,’ the campaign aims to maximize visibility at Kolkata Airport’s Domestic Departures and Arrivals, ensuring strong brand recall among travellers. The month-long campaign is executed in partnership with Times OOH, which holds exclusive media rights for Kolkata Airport. 

To engage passengers at key touchpoints, the campaign strategically utilizes a powerful mix of digital and static media assets. The media deployment includes High-Street Domestic digital screens, Digital Arcade Video Walls, Neo-Digital Charging Network screens, and Touchdown digital screens. Additionally, in the static media space, the Discover package features three larger-than-life displays, further reinforcing the brand’s presence. 

The campaign effectively showcases Eveready Ultima’s 400% longer-lasting power, emphasizing ‘Ultimate Power, Non-Stop Action.’ The creative execution features a vibrant visual of a youngster joyfully racing a battery-operated car powered by Eveready Ultima, encapsulating the brand’s promise of superior performance and reliability. 

By leveraging Kolkata Airport’s high-footfall areas, Eveready ensures maximum exposure to a dynamic audience comprising frequent travelers, families, and business professionals. The campaign’s execution focuses on capturing attention through bold visuals featuring the iconic Eveready red, strategically placed across prime airport locations. 

Anirban Banerjee, Senior Vice President and SBU Head (Batteries and Flashlights) at Eveready Industries India, commented on the campaign: “With Eveready Ultima, from India’s No. 1 battery brand, we set out to dominate Kolkata Airport with bold visuals in the iconic Eveready red, highlighting Ultima’s 400% longer-lasting power. The imagery of a youngster racing a battery-operated car perfectly captures the essence of ‘Ultimate Power, Non-Stop Action,’ resonating with a dynamic, discerning audience.” 

Sumit Chadha, Business Head – Airport & City Media, Times OOH, added: “Eveready is further strengthening its market leadership in Kolkata with expansive airport branding. The power-packed creative, deployed on premium media formats, creates a compelling impact for extended brand recall. We are delighted to partner with this category-leading brand to execute such an extraordinary campaign.” 

With a strong presence across Airports, Metro, and Street Furniture in India and Mauritius, Times OOH continues to deliver comprehensive media solutions that amplify brand reach and engagement.