INDIA. A stand-out visual activation at Mumbai Chatrapati Shivaji International Airport for the high-spec tyre, Perfinza, made by MRF, has gained much attention from travellers and has had strong traction on Twitter.

India’s leading outdoor advertising agency, Times OOH – which has the exclusive advertising concession inside, and in the immediate vicinity of, the airport – has put the display together in association with digital creative agency, The Social Street. It consists of a structure/display representing the outline of a luxury car where the shape is determined by suitably-positioned LED light rods.

The unusual animation – on display in the Terminal 2 promotion zone since November and running until March 2018 – not only attracts passenger to take a closer look, it allows them to focus on the black Perfinza tyres surrounded by light.

India’s largest manufacturer of tyres, MRF (Madras Rubber Factory), describes them as being of asymmetric design with “a unique combination of solid reinforcing ribs and sinusoidal grooves”.

MRF is targeting premium and luxury car owners with its new Perfinza product line and Chatrapati Shivaji International is regarded as an ideal location to promote to such an audience. A Times OOH spokesperson said: “With footfalls of over 45 million passengers a year, Mumbai International Airport is the right platform to highlight a branded product like this to a premium audience via an innovative activation.”

The spokesperson added: “This mesmerising display is certainly getting maximum exposure amongst the commuters at Mumbai Airport and is successfully gaining mentions all over social media, making the campaign a hit.”

MRF Tyres is promoting the hashtag #FeelPerfection for the Perfinza line.

Consumer-LED promotion: The outline of a luxury car is formed by suitably-positioned LED light rods