Outdoor ASIA - July 2018

August 2018^111

TRANSIT MEDIA

Orango Solutions Khushi Advertising

Orango Solutions hold rights at 5 airports in north
India, sole rights at 4 airports and 1 based on a card
rate system. Navneet Singh,
Director, Orango Solutions,
comments that airports
are no longer limited to the
elite class. Rather, a large
segment of the middle
class that travelled by the
Shatabdi and other premium
trains are switching to air
travel. Moreover, the private
airline operators have been drawing more and more
passengers with attractive offers.

While brand advertising at the airports is expected to
increase much more, some of the brand categories
have slowed down their advertising, like the personal
electronics segment, BFSI, etc. He says that government
advertising has picked up in airports like Varanasi.

On DOOH investments, he says, “Yes, we have installed
video walls at Kashmir airport. However it has been
only a short while since so it is yet pick up significant
business.” He believes that brand activation has not
gained any traction at the non-metro airports, but that
might change in the future.

Navneet asserts that airport media has the advantage
of attracting long-duration campaigns that augur well
for the business. With more innovations, more brands
are likely to be using the non-metro airport media.

Commenting on the company’s media ownership

at the airports at Madurai and Vadodara, Vishnu

Telang, Director, Khushi Advertising, says, “Definitely,

we are witnessing a diverse set of new advertisers

patronising the pristine and

clutter free environs of our

airports. The next growth

story is from Tier II and III

cities and their increasing

purchase power. Advertisers

and planners relish the

favourable cost-benefit math

of airport branding. Since

the passenger is going to

another location and more

so, the reach is more geographic than just the place

of visibility. Not to forget, brands seen at airports are

perceived to be having an aspirational value.”

“We thank our entire universe of clients like state

tourism boards, banks, insurance, hospitality, OTAs,

NGOs, port trusts, telecom, educational institutes,

cinema and serial production houses who are enjoying

the fruits of airport branding. Here, 'medium is the

message' and brands tend to have very high retention

and recall when viewed at airports. The ambience of

our airports has undergone a sea-change and is at

par with perhaps any airport in the world. There are

some unique innovations planned like leisure corners

and art engagements so that the long waiting hours are

optimized for mutual gain - for the advertiser and the

consumer,” says Vishnu.