The luggage brand Samsonite has chosen the T2, Mumbai International Airport as a branding platform to showcase its integrated campaign ‘Tested like Samsonite.’
In association with Times OOH, the brand has launched a multimedia campaign across the departure and arrival terminal of Mumbai Airport targeting the audience traveling day in & out via the airport.
Samsonite has taken the mainline campaign communication to the airport that highlights its range of products that undergo the toughest strength and durability tests. Featuring Amitabh Bachchan, Yuvraj Singh and Mithali Raj, the campaign compares hardships of life to strength and durability tests that Samsonite products undergo.
An array of high-profile advertising installations including static as well as digital formats has been taken by the brand to target airport travelers. In collaboration with Rapport Outdoor Advertising and Times OOH, the brand strategically road-blocked strategic locations at the airport to ensure consistency in communication and generate a high impact and recall.
Additionally, an exclusive Digital video wall has been installed to build a larger-than-life impact for the campaign that showcases the different product campaigns designed by the brand. The exclusive video wall is placed right at the Security holding area entry point as it is the common area for all passengers to proceed at the airport ensuring maximum visibility for the campaign.
“OOH is a strategic medium for advertising that offers assured results with the right optimization of the media. The airport is one such avenue that fits very well when it comes to premium media, elite audience, national and international audience, and scope of innovation. Samsonite has certainly efficiently optimized the airport media with the right strategy and plan in terms of executing innovation, tapping touchpoints, and creating a high impact for the campaign”, says Sumit Chadha, Business Head, Times OOH.
