INDIA. In a striking campaign at Mumbai Chhatrapati Shivaji Maharaj International Airport domestic arrivals, ethnic wear brand Tasva has partnered with Bollywood actor Ranbir Kapoor to capture the attention of travellers.
The brand is owned by the Aditya Birla Group, the second-largest player in Indian domestic retail after the Reliance Group. The group is known for its diverse portfolio of businesses, including retail, telecommunications and financial services, within India and further afield.
The group’s retail arm, Aditya Birla Fashion and Retail, carries several popular fashion brands in India, including Louis Philippe, Allen Solly and Van Heusen.
Part of Aditya Birla Fashion and Retail, Tasva was created in collaboration with fashion designer Tarun Tahiliani. Launched in December 2021, it caters to the premium occasion-wear segment for men.
The brand has gained popularity for its contemporary designs inspired by Indian culture and traditions. The celebrity endorsement from Kapoor is expected to further boost its visibility and attract more travelling consumers to Tasva’s online and offline stores. 
This feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’.  Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. * Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
