Tata Motors of India which owns Jaguar Land Rover (JLR), a British automotive business, has recently advertised a large-sized media at the Hyderabad Rajiv Gandhi International Airport (RGIA). The campaign’s objective is to promote the launch of luxury vehicles: BMW, Daimler, Audi among others to target high net worth individuals (HNI) belonging to the SEC A+. The display is 10ft in height and 18ft in length and is hard to miss because of the length.
View the creatives here (click to enlarge)
The proposal to display the brand at the airport was put forth by the outdoor firm, Laqshya Media which holds the ad rights at the RGIA. The brand’s creatives can be seen on the six backlit mullion units addressing the departing passengers, 'Checkin hall is a composite departure area allowing the advertisers complete access to all the departing passengers and the six dominant media units create a lasting impression on both the domestic and international travellers'.
The campaign carries exquisite images of the luxury vehicles, XF Diesel Jaguar. The first Indian factory to assemble JLR opened in the last week of May.
Shashi Sinha, senior vice-president, Laqshya, says: “The campaign is on in the check-in hall at the airport which is common for both domestic and international. JLR enjoys the benefitting media location, connect dominance and the very premium media environment, which together magnifies its luxury quotient.”
Indrajit Sen, chief executive officer, Laqshya, adds: "Hyderabad Airport provides a rare brand and media synergy which is much needed by the premium brands, but is hard to come by."
Other brands that have recently advertised at the Hyderabad Airport include Audi, Jos Alukkas (jewellery brand from South), Videocon among others.