INDIA. JCDecaux India – a subsidiary of leading outdoor advertising group JCDecaux – has won an exclusive 12-year advertising contract for spaces inside and outside Bengaluru Kempegowda International Airport. The award follows a competitive tender.
JCDecaux has operated the advertising space in Terminal 1 since it opened in 2008, pioneering the use of digital screens at Indian airports there. This new contract extends JCDecaux’s footprint to the newly opened Terminal 2.
JCDecaux has committed to delivering a wide-ranging advertising portfolio including new displays and digital furniture. It will deploy new services and innovative technologies such as AAM (Airport Audience Measurement, the first international audience system for the airport industry) as well as programmatic sales. This, it said, will enable advertisers to blend the precision targeting and flexibility of programmatic buying with the effectiveness of Digital Out-of-Home (DOOH).
JCDecaux said that, leaning on its new 2030 ESG roadmap, it will also support the airport’s ambition to become more sustainable, notably through Terminal 2, built as a ‘terminal in a garden’, and by complementing the T2 sustainability programme.
These efforts will focus on the eco-design of JCDecaux’s furniture, including the use of recycled materials, reduced electricity consumption, deployment of electric vehicles for operations, optimised water consumption, purchasing of 100% renewable electricity, and a dedicated health and safety team.
Bangalore International Airport Ltd (BIAL) Chief Commercial Officer Kenneth Guldbjerg said: “We are pleased to continue our partnership with JCDecaux who have emerged as a successful bidder, with their capability to deliver world-class advertising through the use of innovation and sustainability which complements BIAL’s four4 key pillars on which T2 is being developed. With this new partnership, we look forward to collaborating further to improve the passenger experience by offering them new, reimagined experiences at our airport at world class standards.”
JCDecaux Chairman of the Executive Board and Co-Chief Executive Officer Jean-Charles Decaux said: “As travel picks up significantly, we are pleased to have been chosen once again by Bangalore International Airport Limited, continuing our partnership of almost 15 years.
“This contract illustrates our ability to deliver innovative advertising solutions and services, including premium digital displays, which not only enhance the passenger experience but also maximise visibility for advertisers and their brands. It also reflects our ambition to contribute towards BLR Airport’s sustainable development goals, particularly in the new Terminal 2. As the number one worldwide in airport advertising, JCDecaux will leverage its expertise to ensure the success of this partnership.”
Bengaluru is home to more than 12 million people with a projected population of close to 20 million by 2030. Bengaluru Airport is India’s third largest airport behind Delhi and Mumbai, with average annual growth of +13% pre-Covid-19, and the highest growth in 2018 with a +29% increase.
Aided by sharp increases in domestic traffic, the airport is expected to serve more than 50 million annual passengers in the next five years and 70 million within the next decade. The airport won the title of ‘Best Regional Airport in India and South Asia’ during the 2022 Skytrax World Airport Awards.
JCDecaux, which entered the Indian market in 2006 with a bus shelter concession in New Delhi, now operates in the country’s four main cities (Delhi, Mumbai, Bengaluru and Chennai) across several channels of business: street furniture, airports, metros and shopping centres.
 This short feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications, writes Martin Moodie. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’.  Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. ✈ *Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
