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Lodha uses Airport Buggies to engage target audience at Mumbai airport

18, August, 2022

Aarti Pahwa, New Delhi

Lodha creates a phenomenal presence with its unique branding proposition at Terminal 2, Mumbai International Airport. This is a one of its kind, a first time ever activity of branding the utility Airport Buggies and giving them the colour of the brand.

Introduction

With the pandemic shredding every hope of physical proximity and socialising to bits, most people have not been able to travel for close to two years.  But now a dip in the number of active Covid-19 cases and the festive season has led them to indulge in 'revenge travel' and fly borders to be reunited with their loved ones and take their much-needed vacations. The joint sentiments of travellers have caused a preposterous increase in air traffic at airports. Airport advertising is fast becoming a preferred choice for advertisers as they have realized that it is cost effective, can target large group of people with good effect. Lodha is the latest brand to jump on the bandwagon by launching its campaign with a never done before activity of Branding Airport E-Carts (Passenger travel Buggies) at Mumbai T2 Airport -Domestic and International Terminals.

Campaign Details

Understanding the relevance of the campaign, the brand has opted for the highly captivating advertising format for the branding. For the first time, the E-Cart branding has been executed at the Mumbai airport with an aim to create visibility across the airport. The brand has tapped 35+ E-Carts that capture the length & breadth of the airport starting from the security check area to boarding gates and vice versa.  The E-Cart branding happened to be the ideal format for the branding to enhance the passengers' travel experience and create an unmissable presence amongst passengers with repeated exposure across the airport.

E-Carts have been carefully devised for branding purpose with minimalist yet effective communication. Places like sides panels and a back panel of each E-Cart have been adorned with brand reinforcement messages.

With normalcy returning and revenge traveling taking place, the Mumbai airport has witnessed an upward jump in passenger traffic by 132% in the first half of 2022 as compared to 2021*. Hence, Lodha identified Mumbai International Airport as an ideal location to tap affluent passengers.

Key Quotes

Speaking on the campaign, Raunika Malhotra, Marketing Head, Lodha Group: "At Lodha, guided by our vision of 'Building a Better Life' it's our constant endeavour to ensure the best experiences to our consumers.  We are always keen on exploring innovative means of reaching and positively impacting the lives of our consumers. The E-Cart at the airport presents a unique opportunity to not just ease and enhance the passenger experience in Mumbai Airport."

Jayesh Yagnik, CEO, MOMS OOH, said, "We are super excited to collaborate with Lodha Developers on this project. This is one of its kind, a first time ever activity of branding the utility Airport Buggies and giving them the colour of the brand. MOMS outdoor took up the task and partnered with Times OOH to make this dream a reality for Lodha. All the 35 buggies at T2 terminal that runs across the domestic and international travel were branded. This created a huge disruption at the airport and also made headlines across the real estate industry. We at MOMS always aim at creating clutter breaking exclusive opportunities that serves the client best. This airport activity will indeed open up new avenues in the space of OOH advertising at the airport."

Sumit Chadha, Business Head, Times OOH: "There is always a thrill and excitement in executing something out of the box and we are fortunate that we get like-minded clients on board. Lodha Brand Campaign is a sheer example of a leader brand campaign that breaks the stereotype and opts for unconventional ideas. E-Cart branding is an absolute cost-effective yet impactful idea that gives a different stature to the brand in a crowded place like an airport. Raunika Malhotra, The client is quite satisfied with the response and so we are."

Tags :  MOMS Times OOH Lodha Group Sumit Chadha Jayesh Yagnik E-Cart branding

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