INDIA. Lodha, India’s leading real estate developer, has partnered with Times OOH and MOMS Outdoor Media for a first-of-its-kind branding campaign at Mumbai’s Chhatrapati Shivaji Maharaj International Airport in Terminal 2.
The out-of-home advertising is shown on 35 buggies, known as E-carts, which transport passengers and their luggage around the airport.
Each of the E-carts features strong Lodha branding on the front, sides and rear of its chassis, with messages emphasising Lodha’s position as a real estate market leader. The company aims to strengthen public recognition in a city where it is undertaking numerous major construction projects.
Times OOH claimed that the campaign – which effectively reaches all main passenger areas – has created “an unmissable presence amongst passengers with repeated exposure across the airport”.
Lodha President – Marketing and Corporate Communications Raunika Malhotra said: “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 but enhance the passenger experience.”
MOMS Outdoor CEO Jayesh Yagnik said: “This is one of its kind, a first time ever activity of branding the utility airport E-carts 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 E-Carts at Terminal 2 that srun across domestic and international travel were branded.
“We at MOMS always aim at creating clutter-breaking exclusive opportunities that serves the client best. This activity will indeed open up new avenues in the space of OOH advertising at the airport.”
Times OOH Business Head Sumit Chadha said: “There is always a thrill and excitement in executing something out of the box and we are fortunate that we get like-minded clients onboard.
“The Lodha brand campaign 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.”
Times OOH offers comprehensive media solutions across airports, metro and street furniture across India and Mauritius.
Note: The Moodie Davitt Report is the only international business media to cover all airport or other travel-related consumer services, revenue-generating and otherwise. Our reporting includes duty free and other retail, food & beverage, property, passenger lounges, art and culture, hotels, car parking, medical facilities, the Internet, advertising and related revenue streams.
