Air India brings back the Maharaja out-of-home

Air India has brought the Maharaja back to life in its outdoor campaign jointly executed by Laqshya Media, Graphisads, Midas, Pioneer Publicity, TDI

e4m by exchange4media Staff
Updated: Mar 2, 2012 7:49 AM
Air India brings back the Maharaja out-of-home

National carrier Air India has gone interactive in its marketing by unveiling an outdoor campaign. The campaign has been jointly executed by Laqshya Media, Graphisads, Midas, Pioneer Publicity, TDI and other agencies.

The campaign has been executed using multiple media formats, including billboard, unipoles, public utilities, signages and so on, at strategic locations on prominent roads and hangout points. To create high recall and visibility for the launch, large format media have been used. Signages were also located in major markets and areas of congregation to receive maximum footfalls.

Air India has revived its Maharaja campaigns with a new vigour. The Maharaja is now more visible in the print and outdoor advertisements across India. The Maharaja himself is back in his original verve, whether it is the Punjabi turban or the sheikh’s cut. Air India’s sales and promotional messages to millions of travelers across the world, as a lover boy in Paris, a sumo wrestler in Tokyo, a pavement artist, a Red Indian, a monk and more.

Soon, Air India will be using the services of Infomedia18 Ltd to reach the right targeted customers through emails and their Yellow Pages.

Commenting on the campaign and on the efficacy of the mediums, G Prasada Rao, spokesperson and who is executing the Delhi branding of Air India, said, “To attract passengers, the airline has come out with its latest print campaigns titled ‘Jaldi Jaldi’, ‘Get up Front’, and ‘Get Lucky’ offering discounted fares, free tickets, etc. ‘Get Lucky’ scheme offers every 100th booking done on a free domestic return air ticket. This offer is valid till March 31, 2012.”

Prior to this, the branding activities were undertaken at F1, Trade Fair, Delhi Airport Metro and now Metro trains, and select outlets of Coffee Café day and Barista on all India basis. Over 4 lakh Air India pocket calendars were picked up by the youngsters at these café’s.

Air India’s CMD Rohit Nandan is personally checking out outdoor spots for maximum brand reach in New Delhi and other metros.

“Our branding campaigns are more aggressive now and we are not missing out any branding opportunities. Our focus is always reaching to the right target with maximum impact and minimum costs,” Rao said, adding that the response to present campaigns was overwhelming.

On being appointed as the OOH Partner for Air India, Rajesh Mendiratta, General Manager, Laqshya Outdoors, said that the Air India campaign was a challenging task and a lot of brain storming went into re-introducing their mascot – the Maharaja. “But we executed the campaign intelligently and effectively, where important high traffic areas were covered and maximum visibility gained. The Maharaja, which has been a name synonymous with Air India, has always been an inevitable part of every Indian. This campaign will help Air India get better brand recall and brand association with the target audience,” he added.

Mendiratta concluded by said that Air India and Laqshya came to the conclusion that there was no better way to bring the Maharaja to life other than via out of home.

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