When was the last you travelled by air and a friend asked you to grab a bottle of liquor from Duty Free? The requests are set to increase not only for liquor but for a lot more things as Delhi Duty Free Services Private Limited (DDFS); India’s Largest Duty Free Operator has launched its first ever media campaign targeting out-of-home, radio and online media. The efforts are in line to promote the brand and the ultimate shopping experience it offers for the growing air-traveler base in India at Terminal 3 of IGI Airport New Delhi.
Serving more than 25 million passengers annually, IGI Airport New Delhi is the 8th largest airport of the world. Seeing an opportunity in this vast and growing base of consumers, DDFS has launched a new campaign to promote the brand and its world class offerings under one roof. The campaign has been launched after about a year of revamping the brands, products and the experience at the retail outlet. It now promises not only the most exotic brands in the world but also an experience you can relish while travelling.
Speaking on the objective behind the launch of the new campaign, Abhijit Das, Marketing Head, DDFS said, “The impression of a Duty Free in Indian consumer’s mind if usually of a place where you get cheap liquor or chocolates. The idea was to change this perception. When we started a year back, we took a business risk, bringing a correct retail format with world class assortment of products and brands. We now house brands that are available only at world’s best airports. We have worked on the range and depth of products available with us and are the only duty free to house premium international lifestyle brands. We have also invested a lot in our human resource to give ultimate shopping experience to our visitors.”
The campaign with the brand’s new tagline ‘A Whole New World’ has been strategized and executed by Elephant Delhi, DDFS’s branding and communication AOR. Beginning with OOH media, the communication will release on other medias like radio and digital. The outdoor campaign is primarily planned around arterial and CBD roads approaching airport. The drive focuses on capturing the attention of holiday travelers and frequent travelers with the aim of re-positioning Delhi Duty Free stores as global duty free experience at the best value.
Talking about the theme of the campaign, Anjan Roy, Director, Elephant Delhi said, “With world class infrastructure in Delhi, the expectation of international passengers is to expect the best in retailing. Delhi Duty Free Stores have already done the hard work by making the world’s best brand available at the best value. The campaign sums up and re-introduces the retail brand as a ‘fairytale / dream’ shopping experience. The execution was inspired by the ‘trance-like state’ shoppers find themselves in when surrounded by the world’s most exclusive and popular brands – all suddenly within their reach.”
For the record, DDFS had called for a pitch in December last year that saw participation from leading agencies from Delhi like JWT, Ogilvy, Grasshopper etc. Elephant Delhi won the duties in May this year. Adding on the reason behind choosing Elephant Delhi and the association, Abhijit added “Elephant Delhi was very strong on their strategy part along with great creativity and sharp commercial acumen. They have been very aggressive in this whole exercise and it has been a great experience working with them.”
The current outdoor campaign will be supported by in-store BTL campaign. BTL campaign will have nonstop offers complimenting events like F1 race called “Shopping Brand Prix” and then Diwali called “Diwali Delights”.