Times OOH installs screens at Mumbai airport to show cricket scores with 30% brand message

The OOH player currently has two of their clients, MCX and Delta Faucets, on board for the digital activation

e4m by Noel Dsouza
Published: Sep 29, 2020 8:28 AM  | 3 min read
Times OOH Cricket Activation

Keeping up the momentum of one of the most awaited sporting events of the year, Times OOH, a prominent player at airport touchpoints, recently rolled out digital screens at Mumbai airport T2 to show real-time cricket score updates.

With the lockdown phasing out and more and more people taking to air travel, airport traffic in July recorded over 4.2 million domestic passengers, and the number is only increasing. And with cricket being a religion in India, there is no doubt that these screens will be a big hit. These screens will not just give cricket lovers their fix while on the move, but will also give brands a great opportunity to catch their attention.

Currently, Times OOH has two of their clients--MCX and Delta Faucets-- advertising on these digital screens alongside the cricket content. Similar activations will soon be available on all Times OOH digital screens across Mumbai, Indore and Coimbatore airports. The OOH company says they are in talks with multiple brands for this activation. The brand ‘Elica India’ has also come on board for cricket content sponsorship with Times OOH at Mumbai Airport.

The duration of this activation will be until the current cricket season lasts, which is November 8, 2020. The content showcases real-time score updates, team standings and upcoming matches. The digital screen is divided into 70:30 ratio where 70 per cent will be for content and 30 per cent for the brand’s ad or logo.

Roshan Rawat, Head – MarCom, Creative and Digital - Times OOH says, “Digital out-of-home (DOOH) provides huge opportunities to brands to reach a hyper-connected urban audience. DOOH is transforming the way marketers communicate with consumers on-the-go, not just with the availability of data but also creativity. Cricket is a big event for us in India. Keeping that in mind, we have designed the cricket content offering for passenger utility. It is something that can get viewers glued to the screens while travelling at the airport. Due to the increase in dwell time and stickiness of the content, brands have seen this as an opportunity to capitalise and harp on it.” 

The number of screens that are activated currently at T2 Mumbai airport digital offering is 165- plus. Screens have been put up at the arrival and departure halls across the airport. Currently, both the brands (MCX and Delta Faucets) have a presence on the screens in the entire departure area.

In the pre-Covid times, the yearly cricketing event would be a crowd puller at restaurants and pubs. Even though, some patrons may still flock to these touchpoints as things are slowly opening up, many will also be cautious about it, leaving the DOOH innovations at those touchpoints with less visibility. But travelling, however, is considered essential for people who want to get back home or have professional assignments. Also, it is the safest mode of transport. And so these screens at airport will have very high visibility and brands will be able to leverage them as an important medium as the markets reopen. Brands such as Somany Ceramics and Axis Bank recently partnered with Times OOH to promote their campaigns at Mumbai airport T2 which is a testament to the importance of the inventory.

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