INDIA. Times OOH has launched an extensive advertising campaign for Jindal Steel and Power (JSPL) across India. The campaign locations include Mumbai Chhatrapati Shivaji Maharaj and Kolkota Netaji Subhash Chandra Bose international airports.
The three-month advertising initiative, which uses the central strapline of ‘The Steel of India’, has been executed across static and digital media formats. Times OOH said the campaign’s primary objective is to “showcase the intrinsic strength and myriad applications of steel”.
At the airports, the campaign has been strategically deployed across departures and arrivals of domestic and international terminals, with the aim of capturing the attention of every passenger traversing through the travel hubs.
Times OOH credited Oxygen Infotainment with “bringing the campaign to life”. The company added: “Their expertise in crafting engaging narratives and deploying effective media strategies has been instrumental in the campaign’s success.”
Jindal Steel and Power Managing Director Sabyasachi Bandyopadhyay commented: “Our aim was to create something impactful for India. Beyond showcasing physical strength, we wanted to highlight steel in all its glory – capturing not just its tangible attributes but also what we truly stand for as a brand.
“The progress we’ve made as a nation made this the perfect moment to celebrate the steely resolve of all Indians.”
Times OOH Airport Business Head Sumit Chadha said: “The Steel of India is a landmark campaign designed to elevate the brand’s presence and significance in the country. Airports, being premium destinations for advertising, perfectly complement the stature of the communication and the brand.
“JSPL has meticulously identified media formats that complement the 360-degree campaign, and we are delighted to be part of such a powerful initiative.”
Times OOH offers comprehensive media solutions across airports, metro stations and street furniture in India and Mauritius. ✈
 This feature forms part of our 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 we published from April 2019 until the pandemic brought much of the world of 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 homepage 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 and 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. Airport companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We devote extensive coverage to this once again burgeoning sector and have more plans in store. To borrow from both journalistic and advertising parlance, watch this space. * Please send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
