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TDI adds Jindal Steel OOH biz to its kitty
September 16, 11
exchange4media News Service |
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TDI International India Pvt Ltd has added Jindal Steel & Power Ltd (JSPL), one of India's major steel producers with significant presence in mining, power generation and infrastructure, to its roster of clients. JSPL, in its endeavour to expand its brand's image across the country and to ensure its vast reachability, has entrusted the task to TDI using their most premium display sites and the state-of-art techniques for OOH and airport ads.
For the purpose, TDI has selected the airports of Chennai, Ahmedabad, Pune, Kolkata, Delhi, Mumbai, Nagpur, Hyderabad, Lucknow and Chandigarh. This widespread presence of the brand at most of the popular Indian airports is to ensure the desired maximum impact as travelers spend a lot of time waiting at the airports – a factor known as 'Dwell Time'.
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To popularise JSPL's image across the country through outdoor promotion campaigns, TDI is using back-lit and front-lit translites, non-lit and tri visions, all in extraordinary large formats.
Arun Arora, Senior Vice President (Corporate Communications), JSPL, said, "We have implemented the campaign to let people know about Jindal Steel & Power Ltd and our vast portfolio that caters to the varied customer needs in the Steel market. The campaign has been executed at various important airports countrywide through TDI International India. The impact of campaign that is rich and effective is already evident through the beautiful TDI displays across the Airports & OOH Media."
On winning the business, Hiyav Bajaj, Director, TDI International India Pvt Ltd, said, "Our latest association with Jindal Steel & Power Ltd for the various OOH advertising campaigns is a matter of great professional satisfaction and quite an asset for the entire TDI team. As a company philosophy, we always implement client specific, tailor made campaigns that ensure best value for ad spend."
"It has been one of the most rewarding experiences to have executed some innovative OOH and airport campaigns for one of our esteemed clients – Jindal Steel & Power Ltd, one of the Fab 50 Companies by Forbes Asia for 2009 and 2010. We are using a unique innovative media mix that emphasises on well selected locations and large formats to create a richer impact about the client," added Sanjay Sharma, Global Head, TDI International India Pvt Ltd.
JSPL is one of India's major steel producers with a significant presence in sectors such as Mining, Power Generation and Infrastructure. TDI International India is one of the leaders in various avenues of outdoor advertising solutions in India. They have tied up for various promotional campaigns for JSPL through outdoor and airport media throughout India.
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Let Your Brand Leave a Permanent Mark in the Minds of Millions Who Visit Goa |
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TDI International India P Limited is Exclusive Media Concessionaire for 13 Airports in India . In fact, we brought advertising to the airports of India way back in 1986. Since then, we have expanded our reach to cover 22 metro stations in Delhi.
We have exclusive rights for DLF luxury retail outlets and malls in Delhi. TDI media services is country's largest networked OOH agency. Also we have won many accolades as 'leaders and pioneers' for various out of the box outdoor campaigns. Our 360° Advertising Solutions includes MAD - The Internet & Mobile Advertising Solution experts.
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EVOLUTION OF GOA |
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BEFORE
Twenty years ago Goa had just joined the Indian Union, ending the chapter of its colonial heritage, oppressive rulers and uneventful immediate past. Although Goa had beautiful beaches even when it was liberated by India in 1961, it had improper road structure, inefficient power supply, inadequate water supply and poor communication system. Its only large industry was the export of its rich ores of iron and manganese. Goans depended mostly on indigenous fish and coconuts for their vital nutritional requirements.
At that time its unique selling points were its natural coastal beauty, its cosmopolitanism, its rich history, and the warmth of its people. But after it joined the Indian Union in 1987, Goa emerged as a favourite tourist spot and its economy also began to develop rapidly because of tourism.
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TODAY
Today, the land of sun, sea and sand is called the beach capital of India and ranks as one of the top tourist destinations in India.
Goa, known as the 'Queen of Beaches' and 'The Land of Temples and Churches', is home to many exciting destinations for tourists.
Besides its beaches, religious monuments, historical monuments, wildlife and bird sanctuaries, art galleries and museums, it can also boast of a glorious history richly preserved in churches, forts, traditional homes, villages and its cities.
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It is also known for its spectacular pageantry, colourful festivals, warm and gracious people and superb cuisine.
Just last year the number of tourists – domestic and foreign – reached an all time high figure of more than 26 lakhs.
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Goa Airport Passenger Growth in 2009-2010 & 2010-2011 |
Goa Airport Passenger Growth in May 2010 & May 2011 |
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17.5% yearly growth is recorded in passenger traffic |
14.7% growth is recorded in passenger traffic |
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The number of tourist resorts and hotels in Goa have been going steadily in the past 20 years and now the numbers have gone up to nearly 2600.
Today, according to an authentic industrial survey, Goa's industry ranks fourth in the country. It has all kind of large and small scale industries. Besides tourism, it has industries ranging from Iron Ore and Manganese, Pharmaceuticals, Information technology, Food, Fisheries and Processing, Electronics, Bio-technology, Light engineering goods to Wood carving, Auto parts, Gems and Jewels, Diamond cutting, and Garments. Goa has the highest per capita income and 87% literacy rate.
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Your Brand at the Goa Airport could leave an unfading mark in the future customer's mind.
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TDI Metro - Holds Exclusive Advertising Rights at DMRC
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TDI Vista Retail - Advertising at Luxury DLF Retail Malls
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TDI Media Services - Experts in Outdoor Advertising
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MAD - Mobile & Internet Advertising Solutions
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source: http://www.printweek.com/go/worldnews/article/1080380/airports-home-chic-ooh-branding/
source: 32 campaign india Vol IV Issue 23 15 July 2011
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Airports define a synergy between brands and
campaigns, as Ramu Ramanathan finds out
Travellers at the Hyderabad Rajiv Gandhi International Airport (RGIA) cannot miss the Jaguar display which is 10ft in height and 18ft in length. The project is handled by the outdoor firm, Laqshya Media, which holds the ad rights at the RGIA for 30 years.
The six-month campaign – visible on six backlit mullion units – is a chance for the Tata-owned upmarket Jaguar Land Rover (JLR) car marque to engage with passengers departing from RGIA.
Shashi Sinha, senior vice-president, Laqshya, says: "The campaign carries images of the luxury XF Diesel Jaguar. The six month-long campaign is in the check-in hall at the airport used by both domestic and international passengers. JLR enjoys the media location, connect dominance and a very premium media environment, which together magnifies its luxury quotient."
Three years ago, Laqshya Media was awarded the advertising rights for RGIA for a period of seven years. This is the first airport in India which is a greenfield airport project and Laqshya Media executed the project. As Sinha points out, this includes: "Planning, design, manufacture, installation and advertising displays at RGIA."
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Laqshya also has the advertising rights for Colombo Airport in Sri Lanka, making it the only Indian OOH company to have gone international in airport advertising.
Focus on airports
At the recent OAC convention in Mumbai, the OOH industry was "guesstimated" to be approximately Rs 1,600-1,800 cr and growing at a rate of 10% annually.
For companies like Laqshya, airport OOH also offers them more and better revenue opportunities, as well as options for advertisers.
Digital screens mean advertisers can maximise their use of time-sensitive messages, as well as allowing the poster owner to engage with multiple advertisers on the same screen -- for example, a daily paper in the morning and an alcoholic spirit in the late afternoon or early evening - all the better if that drink is also available at the adjacent bar.
As a result, the airport space is hotting up. For instance, visual merchandising at Terminal 3 (T3) of Delhi airport will attract the eyeballs of 34 million passengers per annum. Interestingly enough, besides premium airlines and passengers, T3 has shopping areas, restaurants, bars and executive lounges.
In addition, a business centre and state-of-the-art IT and communications equipment for the business traveller will also be part of the airport experience.
No wonder Laqshya, along with French OOH specialist JCDecaux, pitched for rights for advertising at the Terminal 3 (T3) of Delhi Airport. But it was Times OOH, a wholly-owned subsidiary of Entertainment Network (India) Limited (ENIL) which tapped into the rights for advertising for 20 years. Today, Times OOH has the rights for airports in Delhi and Mumbai.
Likewise JCDecaux has the exclusive advertising concession at the Bengaluru International Airport (BIAL) where they offer "a new experience in airport advertising".
Established player
Today, 10 firms control the lion's share of outdoor opportunities, encompassing almost 250,000 panels nationwide. The situation is similar with dedicated airport branding.
One such firm is TDI (Transport Display Innovation) International India P Limited. Founded in 1986, TDI dominated the airport space. After the privatisation of airports, there was a shift. Today, the company provides advertising solutions at Chennai, Kolkata and Ahmedabad, as well as some ten or so smaller airprots in cities like Goa, Jaipur, Trivandrum and Amritsar.
"The average dwell-time at airport ranges from one to three hours" Hiyav Bajaj, Transport Display Innovation
The TDI mantra is: 'Some of these cities are new business and industrial hubs in India. And people who matter are travelling to these centres.'
Hiyav Bajaj, the director at TDI, says "Airports are a great place to advertise because they not only help advertisers target affluent decision makers in business communities, but also policy decision makers with the government and public sector."
Bajaj adds: "There's a perception that airports have a high cost of reaching the TG. In reality, the cost of reaching the TG at the airport is approximately 25% to 33% of the cost of reaching the same TG in a mass OOH environment." Bajaj says that this is due to reduced spillage and more focused TG and quality footfalls at airports (SEC AB).
These airports reach out to 38.5 lakh consumers every month. In addition, as Bajaj states: "There is an average dwell-time of one-three hours at the departures".
Unusually for a media sector where reliable metrics are hard to come by, airport travel figures have a solid underpinning, Bajaj explains: "In terms of metrics, the Airports Authority of India releases statistics of travellers at airports on a monthly basis. This is a third-party neutral number which is available to calculate reach on a regular basis. This is a significant advantage for airports compared to mass OOH where no such figures are easily available."
'Cost-effective medium'
TDI also points out that, compared to other media an advertiser might use to reach the same TG, airport OOH is cost effective - for example, says Bajaj, among the "affluent decision-making male segment which advertisers target through news and business magazines". The cost per thousand of reaching the same TG at TDI airports is Rs. 700-1600 with the advantage of much higher reach.
There are also, however, price differentials between airports. According to Bajaj: "TDI airports are cost competitive as compared to airports like Delhi, Mumbai, Bengaluru or Hyderabad which come at 3-5 times the CPT (cost per thousand) that one gets at TDI airports."
Shashi Sinha has a counter-view: In an ambience-driven location like an airport, advertisers look beyond "CPT" ... it is the quality that counts. The key is the kind of brands that are found at the airports at Delhi, Mumbai, Hyderabad and Bengaluru.
The other notable trend one sees is the shift in production methods. Ten to 15 years ago it was conventional hand paint, litho or screen. Now outdoor is a digital print technology. Most of the OOH firms don't use conventional printing technologies.
B Prasad of Printech Digital, a multi-location print service provider says: "Runs of 50-150 can be done economically using digital print."
He adds: "In the conventional printing process, the colours are more vivid and it can add value but time preparation, pre-press process and production process does not make it economically viable for Out Of Home segment where every campaign has timelines and on time production, installation of display is key to the success."
Clearly, the 'no-print' option of digital displays is transforming the advertising opportunities in the Out Of Home segment. Digital display comprises of options like LED screens and LCD screens are boosting the ad-revenue model. Most of the campaigns in Bengaluru, Delhi and Hyderabad airport have harnessed the advantages digital displays can offer in terms of time-sensitive messaging.
Bajaj says: "Airports are a proven place to target decision makers for the B2B segment. Airports work as a great medium to advertise because when people travel for business they're in decision-making mode and amenable to changes. Similarly holiday-makers are relaxed and open to changes when travelling. Hence airports are a touch point to target both decision-makers and consumers in a receptive frame of mind spending a lot of time there."
source: http://www.printweek.com/go/worldnews/article/1080380/airports-home-chic-ooh-branding/
source: 32 campaign india Vol IV Issue 23 15 July 2011
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