TDI International forays into digital screen space; launches network in DLF Emporio

The agency has installed a network of 20 screens spread across the length and breadth of the luxury mall

Specialised outdoor agency TDI International has forayed into the digital screen space by launching a network of 20 screens in DLF Emporio, a premiere luxury mall located in south Delhi. The sprawling shopping complex houses some of the finest signature brands, including Giorgio Armani, Salvatore Ferragamo, Louis Vuitton and Cartier.

The agency involved in strategic planning, media buying and creative solutions was established in 1986. Besides owning the rights to some ad inventory at Delhi Metro Rail Corporation (DMRC) properties, TDI International is the sole media concessionaire of 14 international and domestic airports across the country.

Two of the screens at DLF Emporio are LED walls measuring 17ftX3.5 ft each put together by joining nine screens and have been placed at the entrance and the cafe areas of the mall. Besides, 18 Samsung LED Full HD screens of 46 inches each have been placed at strategic locations across the mall.

The agency has tied up with Scala, a digital signage company, as its technology provider. The technology will enable advertisers to log into the network using a web browser, manage their own media items, approve content before publishing it and view playback audit reports. Also, clients will be able to modify their content as and when desired.

Discussing the reason behind getting into screen space, Pawan Suri, president, TDI International, says, "Digital technology is the need of the hour and it works well as a state-of-the-art media option for the client. In days to come, we are expecting advertisers from various product categories including tourism, high-end automobiles and electronics, telecom and other luxury lifestyle brands to come on board."

As of now, there are no plans to create content for these screens and only ads will be played.

While buying recurring ad spots on the LED wall can cost Rs 1.5 lakh per month, the small screens can be taken up for Rs 25,000 per month. The agency will provide well packaged deals in case an advertiser wants to take up any of the screens exclusively for a longer duration.

For the record, TDI is also the concessionaire for DLF malls in Delhi, including DLF Promenade, DLF Emporio, DLF Saket and DLF Hub. Most of these malls have back lit translites as a readily available ad display platform.