Monday, February 10, 2014

Mumbai’s Terminal T2 opens new avenues for OOH Industry

Terminal T2 at the Chhatrapati Shivaji International Airport is arguably the foremost contributor to Mumbai OOH market expansion. Opening its doors to passengers on February 12th, whole new advertising options will be available for outdoor campaigns in due course. The swanky world class terminal T2 at the Chhatrapati Shivaji International Airport boasts of arguably the largest art gallery at such a facility, depicting the vibrant mosaic of the country's cultural heritage and varied collage of the city's life. The terminal is equipped with a dedicated express access road (the Sahar Elevated Road), a huge seating area outside, the world's biggest art museum and a stunning glass facade, among several other state-of-the-art facilities. From outdoor advertising perspective, terminal 2 will further enhance the visibility of brands, increase their re-call value and showcase their message to thousands of premium traveler everyday. 

Commenting on the media options available in the airport, Sunder Hemrajani, MD, Times OOH, said, “As far as we are concerned there will be a variety of world class media options available which includes- digital media options, static media options, scrollers, sponserships etc. Also, we have worked out packages targeting different group of advertisers like we have a red carpet package targeted at the VIP’s. So, I think a fair bit of variety will be there for the advertisers.”


 "The Terminal 2 is truly a first class infrastructure. It marks the beginning of a new chapter in the growth of outdoor advertising too. The opening of Terminal 2 is one of the most important milestones in the history of
Chhatrapati Shivaji International Airport (CSIA), as well as Mumbai.
Making every Indian proud of this glorious structure." said, Sanjeev Gupta, MD, Global Advertisers.

So what does the Terminal 2 has in store for our very own OOH industry? Lets hear from the expert’s themselves Mandeep Malhotra, President, DDB MudraMax, said, “Yes for sure Mumbai’s new terminal will open new avenues for OOH industry. Only worry is the loss on existing terminal will reduce the total pie growth on airports and transit.”
Abhijit Sengupta, CEO, OAP, said, “Any advertiser especially premium brands  would like to have its presence in nice environs so would be the case in T2. I am sure Times OOH would be judicious to select the right fixtures, types and have balanced advert space and proximity between each, so that these do not overwhelm the ambience. When asked will T2 help in increasing brands re-call value, Sengupta said, “This cannot be said immediately unless recall studies are conducted. My hunch says that for the initial period brand recall could be low since passengers would be more eager to immerse into the nice new environment with little regard to advertisement. But at the same time advertisers wouldn't like to miss the opportunity to be present there first.”
Haresh Nayak, MD, Posterscope India, said, “I believe that city’s newest landmark, Mumbai airport’s new terminal, T2, which will cater to both domestic and international fliers under one roof, will over a period of time open avenues for OOH Industry. The terminal is equipped with stunning state-of-the-art facilities which will further enhance the visibility of brands, increase their re-call value and showcase their message to heavy traffic travelers every day. Premium brands of automobile, entertainment, fashion & jewellery, real-estate, banks and many more have humongous scope of innovative outdoor advertising at this landmark”.
James, Varghese, COO, Adz Edge Communications, said, “The New T2 is a 4 level highly integrated terminal with each levels having key touch points that  constitutes to an air traveler’s voyage. So, I am sure it would really further enhance the visibility and increase their re-call. Also, Iam sure that Times would really come out with good package to boost the advertisers for the right placement . Its surely going to open new avenues .Packaging and Placement would play key role.”

Ankur Rastogi, OOH Media Enthusiast, said, “T2 is 
truly first class    terminal. It is the most magnificent building built since  independence. It will surely enhance the visibility of brands.  Premium brands across categories have humongous scope of innovative outdoor advertising at T2.”

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