fbb India fashions flash ramp walk at Mumbai airport
By M4G Bureau - October 17, 2018
The brand organised a fashion show with celebrities like Radhika Apte and Miss India 2018 2nd Runner-up Shreya Rao Kamavarapu walking the ramp
fbb India took the centre-stage at the Chhatrapati Shivaji International Airport, Mumbai to launch its festive range of apparels. In association with Times OOH, the brand organised a fashion show with celebrities like Radhika Apte and Miss India 2018 2nd Runner-up Shreya Rao Kamavarapu walking the ramp. Leveraging the surge in the number of passengers in the festive quarter, the airport was an ideal location to garner a large number of eyeballs. And while the mood was right, and the minds were receptive, a flash ramp walk was arranged near the conveyor belt area at Terminal 1. The event was held on the Weekend eve, so that it translates to footfalls during the weekend. The event was developed by Social Kinnect.
According to Nielsen’s OOH online Activation survey 2017, OOH media delivers substantially more online activity per ad dollar spent compared to other offline media. #fbbairportmakeover is one of those campaigns where there was a seamless integration of digital media with outdoor. Before the event took place, fbb used its social media platforms to get attention, by offering the followers a chance to walk the ramp with the showstopper and win round trip flight tickets. The event was covered live on Facebook and managed to engage customers online too.
Nishit Shetty, Zonal Marketing Head – Mumbai, fbb India reflected on the event, “We wanted to do something unexpected and surprise the inbound passengers at the Mumbai airport. The novelty of the fbb airport makeover flash fashion show succeeded to get the response we wanted for our new festive launch”.
Dhanraj Israni, Product Head – Airports, Times OOH, elated at the success of the event commented, “We at Times OOH have always believed in the endless possibilities for brand promotions at the airport. It is a premium destination for urban consumers who are highly receptive to events such as fbb’s Airport Makeover. The event had a perfect blend of a targeted venue with celebrity glamour to capture maximum mind share of the audience.”