INDIA. Daily newspaper The Times of India has launched a digital out-of-home (DOOH) campaign ‘The Times of a Better India’ in partnership with outdoor advertising specialist Times OOH. It is being executed across 981 digital media units in airport terminals, shopping malls, Metro and corporate complexes.

The campaign – which spotlights positive Indian news and events in the 75 years since Independence Day – will run for 15 days across digital advertising assets in Mumbai, Delhi, Chennai, Hyderabad, Pune and Bangalore.

Times OOH said the campaign aims to communicate a wide array of stories about India, using a series of intriguing images that invokes viewers to “think and know about unique aspects of India”.

The outdoor sites chosen are digital to ensure flexibility in sharing multiple stories throughout the campaign

It said the format of the DOOH campaign “makes people appreciate the beauty of India through large, beautiful images”.

A spokesperson for The Times of India said: “The campaign is exploring the continuum of change and positive development that India has witnessed since independence, where every decade has built upon the progress of its preceding one.

“It is delving into the change drivers of the past, their impact on the present and a status-check of what the future may hold. Critically, the campaign is also asking questions about whether the success of certain sectors is indeed taking the country forward and what more could be done.”

Times OOH Business Head Anchal Dhawan said: “The Times of a Better India is a progressive campaign in several ways. The campaign sheds light on positive events and happenings in India and put the right set of questions in front of the audience to persuade them to think about the progress of the country. Secondly, it is one of those path-breaking campaigns that has been solely conducted on the digital OOH medium which is still rare in the Indian OOH industry.”

He added: “It is high time that brands should understand the power of digital displays and the value added by DOOH in the campaign in terms of playing multiple creative, enhancing the effectiveness of the communication, and engaging the audience with a better storytelling possibility. We think that it is commendable of The Times of India team to realise the power of DOOH and employ it.”

Times OOH offers comprehensive media solutions across airports, metro and street furniture in India and Mauritius.

Note: The Moodie Davitt Report is the only international business media to cover all airport or other travel-related consumer services, revenue-generating and otherwise. Our reporting includes duty free and other retail, food & beverage, property, passenger lounges, art and culture, hotels, car parking, medical facilities, the Internet, advertising and related revenue streams.

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