TDI Media Services wins OOH duties for ‘Vogue’

Since the magazine stands for class and has a premium positioning, prime locations across Mumbai, Delhi and Bangalore have been captured for the out of home communication

World famous fashion magazine ‘Vogue’, which was launched in India on September 22, has found itself an outdoor partner in TDI Media Services. The agency will handle the out of home (OOH) duties for ‘Vogue’ in India, beginning with a high-decibel campaign in Mumbai, Delhi and Bangalore.

Oona Dhabhar, marketing director, Condè Nast India (the publisher of ‘Vogue’), says, “TDI clearly has its strength in its ability to execute an agreed plan well. We also appreciate the involvement of TDI’s top management in the overall execution process.”

Gautam Chadha, country head, TDI Media Services, reveals that as the magazine stands for class and has a premium positioning, prime locations across the three key cities have been captured. The creative shows a group of famous Indian women (including actors Preity Zinta, Priyanka Chopra and Bipasha Basu) with a simple baseline, ‘Before it’s in fashion, it’s in Vogue’.) To announce the launch of ‘Vogue India’, the word ‘India’ is inscribed in the letter ‘o’ in ‘Vogue’.

The TG for the magazine includes women who feel a sense of empowerment and liberation, and those who are exposed to fashion and follow it closely. Around 60 hoardings (30 in Mumbai, around 25 in Delhi and the rest in Bangalore) have been captured to deliver a larger than life impact.

Apart from these, wall drapes in select malls (such as Unitech in Noida) have been captured. The wall drape (which is essentially a giant photo-frame of sorts, generally at the entrance of a mall) is 30 ft x 20 ft and visible at a distance. Airports in Delhi, too, have been captured: Back-lit translites have been branded with ‘Vogue’ creatives in the area just before one boards a plane. Back-lit bus shelters, unipoles and utilities all form a part of the OOH plan.

The introductory campaign will run for about two months, and TDI Media is expected to continue on the account for subsequent campaigns.

TDI Media Services is a part of TDI International India, the pioneers of airport advertising in India with exclusive marketing concession for 13 international and domestic airports in the country.