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JCDecaux India offers new OOH avenues at KIAB

By Bhawana Anand - December 19, 2014

The company offers live display, floor branding and digital properties at the airport

JCDecaux India is now offering new and innovative display, floor branding and digital properties at Bengaluru's Kempegowda International Airport (KIA) to brands that are looking to connect with air passengers. The wide range of advertising formats available at the airport include digital displays as well as exhibition spaces that can be customised as per brand needs.

Live representation is one of the options available and Pepperfry is one of the latest entrants in the category of live brand advertisers at KIA.  The e-tailer strategically installed its display in the area close to domestic boarding post security check. So, the audience which only has a virtual interface with the brand can now actually get a first hand feel of the quality and the form factor of the products at the airport. The branding activity has been successful in creating anticipation for what can be found on the online store.

Alok Duggal, Business Head- KIA, says, "Given the cut throat competition in the market, brands today are experimenting with innovative ways of inspiring audience and floor displays have emerged as a favourite option. Aligned with the passenger movement patterns, these displays are hard to miss and deliver the'Power of Wow'.”

Another interesting new avenue is floor displays which extend the scope of showcasing different features of a single product at one dedicated platform. Recently, Sony utilised this property for their campaign at the airport. "Floor display is an extremely effective way to showcase products and it can further augment the recall of the brand while providing an opportunity to experience the products and services,” adds Duggal.

Having installed a display unit in the Post Security Hold Area (Domestic), Sony Experia is currently exhibiting the recently launched Xperia Z3 and Xperia Z3 compact. The brand has used special builds to highlight the unique features of the phone including the highest waterproof rating in smartphone category. Also, on displays are the compatible accessories such as the Smart Band.

Similarly, categories like automobiles have always trusted and benefitted from high quality passenger profile available at the airport with the brands ranging from Porsche to Tata. Recent example was the display of Aventura, the latest mini SUV from FIAT. The display provided a firsthand opportunity for KIAB passengers to appreciate the tagline of the car'Boring is Dead'.


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