INDIA. Eveready Industries India, the country’s leading battery brand, has launched a high-impact airport advertising campaign at Kolkata’s Netaji Subhash Chandra Bose International Airport for its latest innovation, Eveready Ultima batteries.
The promotion is a collaboration using the ‘Discover’ advertising package from Times OOH, which holds exclusive media rights for the airport.
Named ‘Ultima: Ultimate Power, Non-Stop Action’, the campaign aims to maximise visibility for the product in Kolkata Airport’s Domestic Departures and Arrivals areas.
To engage passengers at key touchpoints, Times OOH noted the campaign strategically uses a powerful mix of digital and static media assets.
The media deployment includes digital arcade videowalls, neo-digital charging network screens and ‘touchdown’ digital screens.
Additionally, in the static media space, the Discover package features three ‘larger-than-life’ displays to further reinforce the Eveready brand’s presence.
The campaign showcases Eveready Ultima’s claimed +400% longer-lasting power. The creative execution features a vibrant visual of a youngster joyfully racing a battery-operated car powered by Eveready Ultima.
Time OOH said: “By leveraging Kolkata Airport’s high-footfall areas, Eveready ensures maximum exposure to a dynamic audience comprising frequent travellers, families and business professionals. The campaign’s execution focuses on capturing attention through bold visuals featuring the iconic Eveready red, strategically placed across prime airport locations.”
Eveready Industries India Senior Vice President and SBU Head (Batteries and Flashlights) Anirban Banerjee commented: “With Eveready Ultima, from India’s number one battery brand, we set out to dominate Kolkata Airport with bold visuals in the iconic Eveready red, highlighting Ultima’s 400% longer-lasting power.
“The imagery of a youngster racing a battery-operated car perfectly captures the essence of ‘Ultimate Power, Non-Stop Action’ resonating with a dynamic, discerning audience.”
Times OOH Business Head – Airport & City Media Sumit Chadha said: “Eveready is further strengthening its market leadership in Kolkata with expansive airport branding. The power-packed creative, deployed on premium media formats, creates a compelling impact for extended brand recall.
“We are delighted to partner with this category-leading brand to execute such an extraordinary campaign.” ✈
