Jaguar Land Rover zooms into Hyderabad Airport

By Surina Sayal , afaqs!, Mumbai | In OOH News | June 15, 2011
Large backlit signs at the Hyderabad airport help Jaguar grab flyers' attention in the check-in hall.

The Tata Motors-owned luxury automobile Jaguar Land Rover (JLR) has made its presence felt with its large sized-advertising at the Hyderabad Rajiv Gandhi International Airport (RGIA) recently.

The first Indian factory to assemble Jaguar Land Rovers opened in the last week of May. Tata Motors is aggressively pushing JLR models in India, which is expected to heat up competition among the luxury vehicle market players like BMW, Daimler and Audi.

The campaign objective is to promote the launch of these brands in the country, and build the right image for the luxury vehicles.

Targeting high net worth individuals (HNI) belonging to the SEC A+, the brand's creatives can now be seen on six backlit mullion units that are being used to address departing passengers, three each on the domestic and the international sides of the airport. The displays, 10 ft (height) x 18 ft (length) each, are hard to miss because of their large size.

The outdoor firm Laqshya Media, which has the ad rights to the Hyderabad Rajiv Gandhi International Airport, approached the brand with the proposal to display the brand on mullion signs at the airport.

The month-long campaign is on in the check-in hall at the airport, a common area for all domestic, as well as international travellers. The brand thus enjoys domination in the check-in hall, with six large-sized displays carrying the creatives.

The campaign carries exquisite images of the luxury vehicles, XF Diesel Jaguar, with the copy reading 'From luxury sedan to sports coupé in just 6.4 seconds'. The copy for its Land Rover Freelander 2 reads, 'Why get a car when you can get a Land Rover?'

Commenting on the campaign and the media, Shashi Sinha, senior vice-president, Laqshya, says, "Jaguar Land Rover gets the befitting media location, connect-dominance, and the very premium media environment, which together magnify its 'luxury quotient'. Hyderabad Airport media is fast becoming a favoured advertising destination for premium brands."

Indrajit Sen, chief executive officer, Laqshya, adds, "Hyderabad Airport provides the very rare brand and media synergy which premium brands need, but is hard to come by."

Other brands that have recently advertised at the Hyderabad Airport include Audi, Jos Alukkas (jewellery brand from the South), and Videocon, among others.

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