UniNor, the joint venture between Norway's Telenor and India's Unitech Wireless to offer GSM services, has entered into an advertising pact with the Bangalore International Airport Limited (BIAL) to showcase its ads at strategic locations within the airport premises. To mark the launch of its GSM services in Karnataka, the brand monopolised the entire façade at the terminal's check-in lounge.
In an official communiqué, Ann Hofvander, executive vice-president, UniNor Karnataka, says, "We believe that the campaign will go a long way towards enhancing our brand visibility. The Bangalore Airport is a world-class airport and is also one of the busiest in the country. Our installations will give us great visibility; and we believe it will help us connect with our customers through yet another strong medium."
In the past, the Bangalore airport has been the site for some major campaigns by premium brands. In 2008, a six-metre high replica of a trunk was executed, displaying an ad for luxury brand, Louis Vuitton. In the same year, to commemorate Kingfisher's first international flight to London, the company placed a 35-feet replica of the Airbus A340 in front of the terminal building.
"Innovations in the OOH space continue to be the highlight at BIAL. The UniNor façade is an ideal example, with its linear design and non-cluttered environment, presenting the brand a unique opportunity to create impact with engaging communication," she says.
"In preparation of 2010, we have worked out more innovations for our clients that will be released soon at the airport," reveals Frederic Brun, chief operating officer- airport, JCDecaux Advertising India.
For the record, the Telenor Group has already invested Rs 2,620 crore through new shares in the joint venture company, with an agreement to raise this to Rs 6,120 crore to hold 67.25 per cent stake.
Unitech Wireless holds a pan-India UAS license to offer mobile telephony services in each of India's 22 circles. It has also received spectrum to roll out services in 21 of these circles.