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Three D Holograms set to give a new dimension to OOH screens

16-April-2010
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Three D Holograms set to give a new dimension to OOH screens

Three D Holograms Pvt Ltd has entered into a strategic alliance with Times Innovative Media Ltd for advertising sales of 3D LCD screens at the Mumbai domestic airport. Four 3D LCD screens have been installed within the security hold area, while two screens have been put up at Terminal 1B and another two at Terminal 1A.

These screens are IPTV enabled and controlled remotely from the Three D Holograms office at Andheri. The 3D display is visible to the naked eye and does not require any special glasses. However, since the screens are present in the domestic terminals, they will be operational from 6 am to 12 noon only.

Commenting on the initiative, Dayal Thakkar, Managing Director, Three D Holograms Pvt Ltd, said, “3D content can be viewed without having to wear glasses, and one can experience real 3D with projection and pop-outs. 100 per cent real 3D depth and projection makes the products appear out of the screen. With the products being hurled at you, literally, it becomes almost impossible to overlook and ignore 3D imagery, generating a very high brand recall value.”

Thakkar added, “The monthly cost of the campaign between Rs 3.5 lakh and Rs 7 lakh. We are only targeting airports. In three months’ time, we will put up the screens in other metros. Three D has high recall brand value.”

According to Thakkar, such type of displays would be of great interest to brands from categories such as automobile, telecom, FMCG, lifestyle premium products and hospitality.

Passengers spend an estimated 30 minutes post security clearance awaiting their boarding call. At this stage, their minds are relatively free after having completed all boarding formalities and their attention towards ambient advertising is the highest.

Gautam Shahane, Business Head – Airports, Times OOH, said, “Terminals 1A and 1B cumulatively account for 1.35 million passengers every month. This is one of the most premium target set under one roof and provides a healthy mix of reach and frequency objectives. Combined with innovative options like 3D displays, the brand is assured uncompromised and cut-through communication.”

Three D Holograms, an Indian 3D IPTV company, provides solutions catering to 3D HD TV displays and 3D IP TV channels in the out-of-home market in India. They have a facility to convert existing TVCs into 3D by adding depth and animation effects. Besides, they are also equipped to create 3D commercials from scratch using CGI. Advertisers can avail of both these options to display their brands at the Mumbai Airport.

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