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=eVIAlsp9

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/2021/09/28/photogrid_plus_1632832721280.jpg?itok=gMd1HEcA
Plum bolsters leadership team with two new appointments

Mumbai: Beauty brand Plum has bolstered its leadership team as it plans to deepen its omnichannel network across geographies, expand its product offering across newer segments and drive business transformation. The company has brought on board Shivani Behl as chief marketing officer and Gaurav...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/28/photogrid_plus_1632820313160.jpg?itok=XHpXi8ag
Acko extends partnership with Chennaiyin FC as associate sponsors

Mumbai: Two-time Indian Super League (ISL) champions Chennaiyin FC (CFC) has extended its association with digital insurer Acko General Insurance as an associate sponsor on a multi-year deal. CFC and Acko shared a fruitful association after joining hands for the first time in the 2020/21 season of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/28/photogrid_plus_1632820043738.jpg?itok=-hVazq_X
Khaby Lame and Dream11 come together for a fun video

Mumbai: International social media sensation Khaby Lame joined hands with fantasy sports platform Dream11, marking his first-ever association with an Indian brand. The Senegalese-born Tik Toker created a short video skit with Indian content-creator, Viraj Ghelani, wherein his trademark style, Lame...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/28/photogrid_plus_1632814242337.jpg?itok=oarmSM8C
Impresario appoints Roshni Kavinam as national creative head

Mumbai: Impresario Handmade Restaurants (IHR) on Tuesday announced the appointment of Roshni Kavina as its national creative head. In this role, She will oversee all daily communications and engagements along with launches and will work closely with the respective teams in developing and...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/28/photogrid_plus_1632810520447.jpg?itok=z4BBP5AA
Mindshare appoints Gopa Menon as digital head, South Asia

Mumbai: GroupM’s flagship agency Mindshare India on Tuesday announced the appointment of Gopa Menon as digital head, South Asia.  In this role, Menon will be responsible for managing the agency’s full-service digital offerings and help existing and new clients transform their digital processes,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/28/photogrid_plus_1632808526514.jpg?itok=cXoTT1Ck
Dentsu Webchutney bags creative mandate for Blackberrys Menswear

Mumbai: Dentsu Webchutney, the digital creative agency from the house of dentsu India, has won the creative and media duties for the menswear brand Blackberrys. The account was won following a multi-agency pitch. “Blackberrys is an iconic Indian brand that has been innovating in menswear for...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/28/daughters_day.jpg?itok=1ogYD2vT
This Daughters' Day, Stayfree urges families to break taboos around periods

MUMBAI:  India still lags behind when it comes to holding conversations about menstrual periods. According to Unicef, nearly 71 per cent of adolescent girls have no idea about periods even today. In most homes, mothers usually are the primary source of information for young girls, while fathers...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/28/sunil_kataria.jpg?itok=xhvj12fh
Sunil Kataria re-elected as chairman of Indian Society of Advertisers

Mumbai: The newly elected executive council of the Indian Society of Advertisers (ISA) has re-elected Godrej Consumer Products Ltd (GCPL), CEO- India, and SAARC Sunil Kataria as chairman of the body. He was re-elected for the sixth consecutive term. “Kataria has led the Society over the past five...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/27/photogrid_plus_1632748111663.jpg?itok=W0SfbfRA
WK Life to open manufacturing unit in India

Mumbai: London-based Gen Z brand WK Life has announced to launch a manufacturing unit for high-end electronic goods in Northern India by the end of this year. The company intends to manufacture 30 percent of its products in India which boasts a skilled and disciplined workforce, low cost of...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required