MAM

Airport advertising makes a comeback with Times OOH new campaign 'The Runway Restart'

The campaign is a key moment for the aviation industry and for brands

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/13/airport-advertising.jpg?itok=pxg7mhjy

NEW DELHI: As airports resume functioning, Times OOH has started airport advertising with a new campaign The Runway Restart. The Runway restart is a key moment for the aviation industry and for brands for whom advertising at airports has been an ideal medium to reach the premium NCCS-A audiences of the country over the years.

Looking at a few examples from down South, at Coimbatore and Trichy Airports, Times OOH partnered with Naturals, a leading salon chain that sponsored hand sanitisers at the two airports thereby participating in a larger cause and seamlessly merging with the need of passengers and airport. The sanitising units emphasise the importance of hand sanitisation and reinstate safe travel practices.

For another such campaign from the Healthcare Industry by Dr Vanchilingam Hospital at Trichy Airport, MD Dr Sophia Somesh says, “We chose the airport advertising to reach out Indians residing overseas. OOH, advertising has always helped in establishing ourselves as a hospital that comprises state-of-the-art technology with all facilities available and we will continue to advertise in OOH medium in future.”

Brands like Naturals are innovating with unique opportunities like the hand sanitiser utility sponsorship, while there are others that are continuing where they stopped in the pre-COVID2019 times and now post COVID reaching to audiences who now have more dwell time at the airports.

Airport operations began countrywide from 25 May as the lockdown was eased. Till end of July, over 4.2 million domestic passengers took air travel in the Indian soil post-travel restrictions were lifted alongside the International flights under the Vande Bharat Mission. These numbers continue to grow day on the day as we inch towards normalization.

 “Travelling in flight is the safest mode of travel when compared to others during a pandemic,” said AIIMS, New Delhi director Dr Randeep Guleria.

Addressing a webinar titled ''Reposing the Faith in Flying'' hosted by GMR Group, Dr Guleria said, "If an asymptomatic person is seating next to you during a short flight and both the persons are wearing masks and face shields, there is less chance of spreading the virus. Travelling in flight is the safest mode of travel & the way airports and airlines are taking precaution during travel in a pandemic situation is commendable.”

Pandemic has introduced new perspectives and fueled consumers to change their behaviour and lifestyle. Even travel behaviours are changing and we are witnessing various initiatives are taken by the airport operators to ensure the safety of the passengers. Some initiatives include mandatory web check-ins, reaching airports at least two hours before departure leading to even higher audience dwell times, going through thermal screening, maintaining social distancing norms via floor markers and marked seats, wearing face masks at all times and pasting PNR on bags by self.

As per Kantar Barometer research, 92 per cent of consumers think brands should continue to advertise to be recognized. In another such research by Edelman research conducted in 12 nations including India, 63 per cent of consumers believed that brands will play a critical role in making their country fight the pandemic.

Omnicom Media Group vice president – investment- Ajay Varghese says, “VW has always believed in connecting with the right audience on the right platform. Keeping in mind the communication for Tiguan and T-Roc the ideal touchpoints have always been the Mumbai & Delhi Airports, known for their captive audience. With the resumption of travel a month and a half ago, airports saw a sudden surge in eyeballs. It made sense at this time to use airport-centric OOH to drive advertising about SUVs that are often used for travel purposes. Airports are currently one of the very few public spaces where people can assemble. While social distancing protocols have ensured that the passenger dwell time at the airport has gone up substantially. In this context, it’s important to capitalise tactically on specific airport spots and locations like Departure Lounges and Security Hold Areas. This is where passengers are spending a majority of their airport time, and therefore placing ads here results in better eyeballs & ROI.” 

Mumbai and Delhi Airport, two of the busiest airports in India are also gradually witnessing an increase in flights and are quickly adapting to the new normal. Times OOH is working closely with the airport authorities to understand the new paradigms and innovating to introduce new opportunities for brands.

Call it a Health Care Zone by a leading diagnostic chain, an e-insurance kiosk for availing insurance on the go, food delivery self-ordering kiosks that make contactless deliveries, a contactless automobile experience lounge using the VR technology and more are few areas where new opportunities for brands will arise at airports.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/abhinav.jpg?itok=_yOYdL9s
Urban Company appoints Abhinav Tyagi as SVP - marketing

NEW DELHI: Urban Company (formerly UrbanClap) has brought on Abhinav Tyagi as SVP - marketing. The appointment is in sync with the company’s efforts to invest in and attract world-class leadership to further accelerate business growth. An alumnus of the Delhi College of Engineering and IIM...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/hul.jpg?itok=ckxBXVQ3
Bobay HC allows Sebamed’s filmstars kee nahi, science kee suno campaign

NEW DELHI: The Bombay high court has permitted German personal care brand Sebamed to continue with its advertising that calls out HUL brands Lux, Pears, and Dove along with Santoor for their harmful pH levels. HUL had moved the court against the ads, claiming that they “disparaged” and “denigrated...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/gas.jpg?itok=R_zWVkX2
Gas-O-Fast is all set to rule the market with new marketing strategies for 2021

Gas-O-Fast, a subsidiary of Delhi-based pharma and wellness company Mankind Pharma is all set to roll their marketing strategies and govern the market in 2021. Gas-O-Fast is known for its Ayurvedic antacid which comes with natural Jeera and natural Ajwain variants and is focused on establishing a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/duro.jpg?itok=DSkqgzj-
Pratik Gandhi relates how a Duroflex mattress helped him sleep better

NEW DELHI: Sleep solutions brand Duroflex has teamed up with Scam 1992 star and theatre actor Pratik Gandhi to create a video that shines the spotlight on the merits of sleeping on a research-backed branded mattress.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/82.jpg?itok=zuN_5upK
82.5 Communications wins creative mandate for Slice

NEW DELHI: 82.5 Communications has bagged the creative duties of Bengaluru-based fintech start-up Slice. The agency's Bengaluru office will handle the business.      82.5 Communication CEO & co-chairperson Kapil Arora said, “The fintech world is abuzz with opportunity and amongst the most...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/sapna.jpg?itok=9MsJH3yw
Mpower asks netizens to share their safe space with #Myndful5

NEW DELHI: Covid2019 has not only impacted the economy but also affected peoples’ mental well-being. Many have lost loved ones, been fired, suffered business losses, domestic violence, lived in isolation and been under great pressure and anxiety. Till a few years ago, conversation about mental...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/chi.jpg?itok=wBSc_ief
Care Health Insurance (CHI) ropes in Divyenndu Sharma to narrate the benefits of Care Shield via a series of TVC

Followed by the launch of Care Shield, a health insurance add-on cover specifically designed to cover more than 60 non-payable consumables, Care Health Insurance went live with its first product TVC post the rechristening from Religare Health Insurance. The brand has roped Divyenndu Sharma, a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/wavemkrr.jpg?itok=F9CAp2bw
Wavemaker India bags consolidated media duties for Zydus Wellness

NEW DELHI: Consumer nutrition company Zydus Wellness has consolidated its media duties with Wavemaker India. The agency has been the media AOR for Zydus Wellness since 2013 and bagged the consolidated mandate following a multi-agency pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/mirum.jpg?itok=XJQqni5V
Mirum to provide marketing cloud services to Careers360

NEW DELHI: WPP Group’s digital marketing solution agency Mirum India will be responsible for implementing Salesforce Marketing Cloud services for Careers360, a leading educational products and services company. Mirum India EVP Mihir Karkare said, “Mirum is a Salesforce go-to partner for Marketing...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required