Airport OOH is driving the industry now: Mahendra Dev Dixit, Sigma Trade Wings

In a chat with exchange4media, Mahendra Dev Dixit, Director, Sigma Trade Wings sheds light on the growth strategy, trends in the OOH industry and more

e4m by Anjali Thakur
Updated: Feb 24, 2020 1:46 PM


Mahendra Dev Dixit

Sigma Trade Wings recently enhanced its transit media portfolio by winning exclusive rights for Lucknow Metro Rail Corporation’s (LMRC) two stations - Amausi and CCS Metro Station.

The rights have been awarded for 10 years which includes branding opportunities namely co-branding rights, inside station media rights, outside station media rights, pillars and piers media.
Lucknow-based Sigma Trade Wings, an advertising service agency, has been working closely with clients to provide the best digital as well as outdoor advertising results since 1998.

Elaborating on the same, Mahendra Dev Dixit, Director, Sigma Trade Wings, shared: “Both these stations are quite significant for their portfolio as CCS Metro Station is the airport station which is set to cater to the huge number of flyers and Amausi connects with a few prominent locations of the city such as Alam Bagh.”

Sigma Trade Wings plans to give a new look to stations with high-quality media including LED screens inside the stations.

On what’s more in the pipeline for the company in 2020, Dixit shared, “Our main focus this year will be airports as well as metro stations all over Uttar Pradesh. We are one of the major players in advertising for the airport now and we are trying to expand it to an all India level. We are a leading service provider for Signage/Billboard, Tree-guards, Mobile Van, Bus Queue Shelter, Unipole, Glow Poles, LED Display, Taxi Branding, Printing, Radio and Cinema Ads, and Digital Marketing.”

Among the big campaigns, Sigma Trade Wings has to its credit works for brands like Tanishq, Samsung, Union Bank of India, FBB, TVS, MG Hector, Akhiliya and Apollo Tyres. The company has been actively doing mall activations too. “With the launch of various malls in Lucknow, there are plenty of opportunities for businesses.”

The ad agency is also present in Agra, Gwalior, Kanpur, Pantnagar, and many more cities.

Dixit emphasized that Airport Out of Home (AOOH) is currently the driving factor for OOH industry. “AOOH is very aggressive right now. In this day and age, people often choose to travel by air, which gives advertisers like us an opportunity to advertise. FMCG, health & education, automobile are actively using airports to advertise.”

In October 2019, Sigma Trade Wings, along with 17 members from the industry came together to form a Federation of Airport Media Owners (FAMO). The association was formed with a purpose of collectively addressing OOH industry segment’s issues when dealing with the concerned government authority, brand advertisers and specialist agencies. FAMO also endeavours to build industry-wide awareness about the airport media’s competitiveness and diverse offerings to brands.

“The purpose of FAMO is to fight a common problem either by the authority or the agencies or local authorities. So, we have formed this association with a positive mindset. We want to increase the market size of airport media because at present airport media is not very common media like print, electronics or outdoors. Airport media is one of the fastest-growing media but sadly people are not aware of it. The agenda of this association is to drive the airport advertising business in the country. The way Out of Home advertising is transforming into Digital Out of Home, our agenda is to promote what may be called Airport Out of Home (AOOH),” Dixit told us.

When asked about Sigma’s growth strategy for 2020, Dixit said, “Although, there has been an economic slump we have still been strong. We aim to double our growth by 2021.”

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