Laqshya Media bags promotional rights at Delhi Airport's Terminal 3

By Surina Sayal , afaqs!, Mumbai | In OOH News | December 16, 2010
The company will offer clients experiential marketing solutions, such as live shows, product demos and laser shows at the new terminal.

Outdoor media company, Laqshya Media has been granted the rights for promotions at the eighth largest airport terminal of the world -- Delhi's IGI Airport Terminal 3.

The state-of-the-art terminal, which occupies an area of 5.4 million sq ft, began operations in July this year. It has the capacity of handling about 34 million passengers a year with its 168 check-in counters, 49 immigration desks, 78 aerobridges, 50 emigration desks, 97 travelators and hi-tech Cat III runway landing systems.

While the BCCL-owned Times OOH won the advertising rights for all the state-of-the-art digital and static ad surfaces across the T3 in May this year; Laqshya Media has now bagged the promotional rights to the terminal and will provide clients innovative solutions in experiential marketing.

Experiential marketing, which allows consumers to touch and feel a brand, has become a key marketing tool in today's world. The new terminal houses a multitude of branded shops, food courts and open spaces, spread out strategically in a large expanse, which are, naturally, confluence points for passengers. Therefore, these locations ensure high visibility for brands and would be suitable to host a diverse range of promotions, such as automobile displays, live shows, product demonstrations, holographic and laser lighting along with audio or specially created studios for high-end acoustic and visual demonstrations.

Alok Jalan, managing director, Laqshya Media, says, "As the new terminal marks India's emerging aviation and logistics hub, Delhi International Airport Limited (DIAL) is keen to provide the best possible services and facilities to its customers. I am sure we, at Laqshya Airport Media, will stand together with DIAL to achieve that objective, by raising the bar on quality and technology in experiential marketing and giving it a new meaning."

Indrajit Sen, chief executive officer, Laqshya Media, adds, "We are delighted to be awarded the promotional rights for Delhi Airport Terminal 3. Laqshya is the specialist in understanding how flyers move through airport networks and the advertising they engage with. Having profiled distinct flyer groups to identify mood, mindset, activities, dwell time and media engagement, we will provide advertisers with highly targeted opportunities."

The marketing campaigns will primarily target business travellers and professionals by engaging them at a time and place where they have the time to truly experience the product.

Sen further says, "We will introduce a unique, premium, experiential marketing platform with a strong interactive component. Our experiential marketing and sponsorship programmes combine unique elements of sight, sound and touch, in order to create positive and lasting brand experiences for consumers."

For the record, Laqshya Media currently also owns exclusive advertising rights at Rajiv Gandhi International Airport (Hyderabad) and the Bandaranaike International Airport (Colombo, Sri Lanka).

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