Delhi Duty Free launches campaign with Vir Sanghvi as social media guest editor

By Satrajit Sen , afaqs!, New Delhi | In Digital | June 21, 2013
Sanghvi will participate in various social media activities for the brand to educate consumers about the luxury goods category.

Delhi Duty Free, as a part of its digital campaign, has roped in Vir Sanghvi, the renowned journalist, columnist and talk show host as the guest editor for its Facebook Page. In addition to interacting and engaging with the fans on DDF's social media platforms, Sanghvi will participate in various initiatives and activities on social media that includes live chats and video blogs on educating consumers about the luxury goods category (

Campaign launch video

Sanghvi interacting with the bloggers

Atul Hegde

Conceptualised by Ignitee Digital, the campaign also features 'Vir's Pick of the Week' where Sanghvi will be seen endorsing the store's product line-up and hand pick products to recommend to followers of DDF.

To kick-start this activity, the agency had also organised a bloggers meet at the Plaza Premium Lounge at the Delhi International Airport, where the bloggers had an opportunity to interact with Sanghvi, as he talked about how duty free shopping has evolved in India over the last few years. Titled 'Aqua Vitae', Sanghvi also conducted a master class on his and the country's favourite alcoholic beverage, whisky.

To add to the fervour, the forum witnessed the launch of the limited edition Johnnie Walker Black Label: Delhi Edition and Dalmore Constellation Collection. The activity is also supported by a launch video on YouTube.

Delhi Duty Free has increased its engagement on Facebook and Twitter since last year and aims to cement its online presence to inform, educate and influence consumers' buying behaviour. This campaign has the same goal and will run for a couple of months.

Speaking about the idea behind the campaign, Abhijit Das, head of marketing, Delhi Duty Free, says, "Vir Sanghvi is perceived as a man with a taste for the finer things in life and thus is perfect for Delhi Duty Free, considering the exclusive range of products available. Being an avid world traveller himself, Vir was really the only choice for this campaign. Given his vast knowledge, Vir will help us in building the World Traveler campaign and play a major role in educating consumers with regards to the luxury goods category."

Commenting on the choice of Sanghvi as a brand endorser on digital, Atul Hegde, CEO, Ignitee Digital Services, says, "Most brands today have realised the magnitude of social media and have capitalised on the social media marketing trend. Vir Sanghvi is a renowned and respected face in the industry and evolved travellers will be very excited to engage with him on Delhi Duty Free's Facebook page. We believe this will retain the brand's recall and inform, educate and influence the consumers' buying behaviour."

Delhi Duty Free Services is the company that was awarded the concession to manage and operate duty free shops at Terminal 3, Indira Gandhi International Airport in Delhi. DDFS is single largest duty free retail operator in India operating out of T3, the 6th largest single terminal building in terms of floor area. In April 2013, Ignitee acquired the digital marketing mandate of the firm.

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