Lemon Media helps Airtel block an entire mall in Hyderabad
Thursday, 16 July 2009 06:00 (IST)
In the first-ever instance of single-brand mall advertising in the Indian outdoor space, the country’s largest telecom player Airtel has tied up with Lemon Media to convert an entire cineplex in Hyderabad’s plush Banjara Hills into an Airtel exclusive destination! The “renamed” mall will now be known as ‘Airtel RK Cineplex’ to complete the all-encompassing branding.
Airtel has entered into a two-year understanding with the mall owners for this innovation which gives it exclusive rights to advertising space in the mall. The mall boasts of 10,000-11,000 footfalls on weekdays, while it jumps to almost 20,000 footfalls on weekends.
Peacock Media has handled the execution and fabrication duties for the project.
The concept has been pioneered by Hyderabad-based Lemon Media. Said Ranga Rao, director, RSR Lemon Media, “After doing a recee of RK Cineplex, we came up with this innovative concept of branding the entire mall with a single brand.”
The Airtel branding campaign inside the RK Cineplex mall
On the reasons for choosing this particular mall, Rao explained, “We targeted this mall mainly because of its size, the prime location of Banjara Hills, and its format of food and movies which are a craze with the people of Andhra Pradesh. The presence of CINEMAX in this mall would ensure assured footfalls for the brand.”
Airtel has rights of identifying and branding in all the common areas of the mall. They have kiosks in the mall which advertise their broadband and mobile services. It has created dedicated zones for its various services on the different floors of the mall including a ‘mobility shoppee’, free broadband zone
Airtel will have exclusive ad rights for two years