Bhawana Anand, New Delhi
There is no dearth of outdoor branding space in Mumbai. The city encompasses several formats starting from traditional, ambient, transit, mall & office complex and many more. And now the bouquet of formats has attained a new branding opportunity developed at the Mumbai Airport T2 elevated road underpass. Times OOH exclusively owns the branding and advertising rights of this space. 10 units of Pedestal Mounted backlit screens have been constructed at the venue is considered as the exclusive media at this location.
Times OOH, an innovative media owning firm has always discovered opportunities at least possible locations, whether it was DND or anywhere else. And once again, the company saw an opportunity at this underpass which caters to almost 2.38 million of monthly traffic as the best suited medium for the marketers. Moreover, the Mumbai airport has eventually built up a huge scope for marketers and brand managers to reach out to their target audience and showcase their products and services. The aim of launching this media property is to give marketers a brand space on the stretch of the underpass road engaging the commuters taking that route.
The total outdoor branding space of this media is 1800 sq. ft. i.e. 30X6 feet for each Pedestal mounted backlit media, has been strategically placed to catch the maximum eyes and narrate the brand's story in the cluttered market. The adjacent media have been installed allowing brands to have their campaign creatives displayed back to back for an effective story building experience and high brand recall value.
Explaining further about this new feather in their kitty, Arghya Chakravarty, CEO, Times Innovative Media Limited said, "The idea behind installing the T2 Underpass Storyboard Units is to allow brands to target audience en-route to the airport. The sequential placement of the media offers a unique opportunity for advertisers to build a storyboard or deliver multiple messages in an uncluttered stretch. In addition, the backlit media really shine through in the dim environment of the underpass, thereby delivering high impact. We hope to keep innovating and providing such unique brand communication vehicles across our properties to advertisers".