Canara Bank tells its story at Hyderabad Airport

Laqshya creates 'parallax effect' to deliver a storytelling impression in the 'Arrivals' section of the airport

BestMediaInfo Bureau | Delhi | October 18, 2013

Passengers arriving at the Rajiv Gandhi International Airport in Hyderabad now receive a very warm welcome, thanks to the new Canara Bank campaign. The campaign, executed by the Laqshya Hyderabad Airport team, uses a compelling storytelling technique to woo passengers, making use of more than 20 pillars in the Arrivals area.

The campaign brief provided by Canara Bank was to create a dominant presence at the Arrivals area of the airport. The colourfully branded pillars are the first point of contact for all passengers arriving through the aerobridges. The branding continues to move along as passengers move towards the baggage claim area/exit gates. Each pillar carries a different message about product offerings from Canara Bank – from education and car loans to credit card offers and insurance schemes.

Elaborating on the concept employed for executing the campaign, Jude de Valliere, Senior VP, Laqshya Hyderabad Airport Media, said, “The brief was to make Canara Bank 'host' the arriving passengers. In addition, they wanted to showcase the versatility of Canara Bank's products that cover the entire lifespan of a consumer. We proposed the pillars in the arrival corridor. Since the passenger audience walks on a given path from the baggage claim area towards the exit gate, we used the passengers' motion to impart movement to the campaign. As the passenger audience moves, the pillars unfold to reveal distinct products from Canara Bank – each one telling a different story. This helps to create a condition where the consumer feels like he is flipping through the pages of a book.”

Sambi Reddy B, Deputy General Manager for Canara Bank, Hyderabad, said, “This campaign has created a dedicated Canara Bank zone at Hyderabad Airport. The high visibility campaign has been executed keeping in mind that Canara Bank will soon launch two new branches in Hyderabad and Secunderabad. We are pleased with the work done by the Laqshya team especially because it gives us the highest visibility in a premium location like the Hyderabad International Airport.”

Info@BestMediaInfo.com

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