Brands celebrate Diwali across Mumbai Airport
By M4G Bureau - November 07, 2019
Times OOH created a 360-degree presence within Mumbai airport, coupled with 100 minutes + dwell time at the terminals maximised the recall for the festival.
Times OOH successfully executed yet another shopping festival at the Mumbai Airport, enabling a variety of brands to leverage on the retail area opportunity at the second biggest airport in India. This year’s Diwali festival was sponsored by Amstrad, Amazon, Sony, Godrej Interio and Van Heusen where Amstrad displayed its products across T1 and T2 terminals in association with Vijay Sales. Amazon conducted the Great India Festival activity, Godrej Interio opened its experience zone at retail area of T2 and Van Heusen chose to display its product catalogue through promo zone and digital screens
The festive season naturally leads to an increase in the footfalls at the airport. At the same time, it creates an opportunity for passengers to buy gifts, given the auspiciousness of the time and the fact that many of them would be going home. As per research conducted by Times OOH to understand the psychographics of the Airport audience, more than 20% of a passenger’s time is spent in shopping at retail areas and looking at promo kiosks, in the midst of other activities like check-in, dining, security and immigration etc. Moreover, in general, a passenger at Mumbai Airport indulges in shopping twice in a month on an average.
Therefore, apart from the fact that 97% passengers belong to NCCS A, the festivities create a value addition for brands to promote relevant products and offers to the passengers.
Times OOH leveraged on their network of 200+ digital screens at the airport to generate frequency for the campaign. Apart from this, the festival opportunity entailed a variety of other branding elements like arch gates, acrylic stands, static sites and letters cut-outs that added to the festive ambience of the airport. A 360-degree presence within Mumbai airport, coupled with 100 minutes + dwell time at the terminals maximised the recall for the festival.