Neeru's Emporio adds a dash of style at Hyderabad Airport
By Nitya Gnanaolivu - August 14, 2013
Laqshya's Hyderabad team has executed an innovative OOH campaign at the Hyderabad International airport to project Neeru's as the city's premier traditional clothing brand.
Travelers at the Hyderabad airport are now treated to some ingenious advertising done by Neeru's. This unique positioning gives the brand a stronger aspirational appeal, and is definitely an eye catcher. Real saris in a variety of colours, styles and fabrics are showcased on mannequins placed at the centre of the baggage conveyor belt. The saris displayed are changed at regular intervals to showcase the wide variety that the brand offers. Apart from the conveyor belt, Neeru's Emporio has also set up their clothing display in the shopping center of the airport. The display features mannequins in dazzling Indian wear for both men and women.
Commenting on the campaign, Avnish Kumar, Director, Neeru's Emporio said, "We are delighted that Laqshya could execute exactly as per the idea that we had conceived and shared with them to create a highly engaging brand interaction at Hyderabad Airport which is the gateway to the great city for premium audience. The product display and the positioning are very much in sync with Neeru's brand image and have helped connect our brand with an elite, image-conscious audience that is both Indian and international.â€
Elaborating on the thought behind the campaign for Neeru's, Shashi Sinha, Senior Vice President, Revenue (Media Assets and Airports) Laqshya, said, "The Neeru's Emporio campaign blends brand advertising with suitable product placement. Besides enhancing brand value it also makes Neeru's an aspirational brand for elite consumers. The airport is an ideal location to create this kind of brand immersion since airports alone can afford a captive premium audience in a very relaxed and indulgent environment. Hyderabad airport is especially ideal for retail advertising as there are many national and international visitors who come to Hyderabad. Since the city of Hyderabad is rich in culture, history and local art, almost all these visitors are looking at buying some memento for their loved ones. Retailers will surely find the airport to be a fertile ground for sourcing customers.â€
The campaign combines the aspirational power of Neeru's with its functional richness as afforded by a wide range that Neeru's Emporio makes available under one roof.