National News

Blenders Pride Fashion Tour OOH campaign adds a splash of glamour to Hyderabad International Airport

November, 2013

Aarti Chhabra, New Delhi

Hyderabad's Rajiv Gandhi International Airport wears a new, glamorous look this October, thanks to the stylish avatar the Blenders Pride Fashion Tour campaign has given it. The campaign is executed by Platinum Outdoor.

As we all know Red Carpet / Ramp is the single most powerful connect with Fashion & Life style events. Usually, we have seen models & celebrities walking the ramp wearing designer attires. The big idea here was to reverse the situation and truly live the Brand philosophy of make the entire world stylish. Everyone should feel special & therefore the idea of "Everyone is walking the Ramp". And thus the agency came up with the idea of executing an installation with smartly seated mannequins and flash photographers around the red carpet where passengers proudly walked the red carpet. At first instance, unassuming passengers were pleasantly surprised by the flash photographers & people sitting across the Red carpet to welcome them.

The critical success factor was the choice of the location within the airport. The exit point (domestic arrival) was the most suitable point as
this catered to almost 95% of the domestic arrivals. The product display has helped connect the brand with an elite, image-conscious audience that is both Indian and international.

Raja Banerji, General Manager - Marketing, Pernod Ricard India said, 'The Blenders Pride Fashion Tour experience at the Hyderabad airport is clutter breaking and incredibly innovative taking forward the platform of 'make the world a stylish.''

Gour Gupta, COO, Platinum Outdoor, said, "The Endeavour was to create a surprise element to ensure a high recall for the brands association with the Fashion tour and further establish Blenders Pride position in the fashion and lifestyle space, and created a opportunity wherein we could make the consumer feel special and live this moment of walking the ramp. The challenge was to create this within a high security zone of an airport."

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