Aarti Pahwa, New Delhi
India is a country that integrates cultures and traditions at a scale worthy of its huge population, diversity and culture that predates it's colonial and independent history. But no celebration is more deeply woven into Indian home life - and advertising campaigns - than Diwali, the festival of lights. This Diwali was made very special by Times OOH as the agency celebrated the festival of lights wherein the Mumbai Airport wore a festive look throughout the month. This year's Diwali festival was sponsored by Amstrad, Amazon, Sony, Godrej Interio and Van Heusen.
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.
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.
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.
A 360-degree presence within Mumbai airport, coupled with 100 minutes + dwell time at the terminals maximised the recall for the festival.