Meridian Launches Campaign For Bengaluru International Airport

Aiming to include a large audience, the campaign is a first in the industry and something that has already caught the attention.

Hitest Ranot | Delhi | October 11, 2010

Bengaluru International Airport Limited (BIAL), after having recently announced the expansion of the existing Terminal 1, announced the launch of a city campaign termed 'Smile Bengaluru'. This interesting campaign conceived by Meridian Communication, features kids as the main visuals and encourages citizens, passengers, employees and the larger travel community to give ideas on what they would like to see at the expanded terminal. A campaign strongly promoted on the social media platforms as well as outdoor city hoardings, Radio and the airport spaces itself promises to include a large audience. This is a first in the industry and something that has already caught the attention of the general populace.

“The idea behind the campaign comes from a larger drive - to establish BIAL as a participative and inclusive airport. One extension of the thought was to invite inputs from the general public about what they would like from the expanding airport and what would bring a smile to their faces. And that gave birth to this campaign," says Shenaz Bapooji, Sr. Vice President and Head of Meridian Communication.

“Your airport is expanding. Tell us how you'd like it to be” is the line beaming across the city. All one needs to do is to log onto www.smilebengaluru.com and post their ideas and requirements. All comments will be transparent and viewable by all, in fact, readers can even vote for an idea that they liked. Ideas from our conscious stakeholders will be evaluated by BIAL and feedback posted on the ideas selected.

The Bengaluru International Airports is the first Indian airport and one of the few airports globally to have opened its doors to ideas, thoughts and suggestions that may be considered to enhance its expanding Greenfield airport.

N. Ramesh, Executive Creative Director, Meridian says, "The airport is for the people. It's only right that we ask the people how they'd like it. All our communication for BIAL has been simple. We've been using kids to tell a story about the airport...and this time too, we have used children in our campaign to invite feedback on how their airport should be."

Sanjay Reddy, Managing Director of BIAL said, “The Terminal 1 expansion of the Bengaluru International Airport will feature much more than what one sees today. From an enhanced and modern design to expanded commercial spaces, this truly will take the airport a step closer towards becoming the International Gateway to the South of India.

And with this comes an opportunity for the city's residents and airport stakeholders to share their thoughts and ideas on how they would like to see the expanded T1. After all, it is their needs that we serve. The launch of this campaign is testimony to our inclusive approach of involving the local community with the airport project. These ideas and suggestions will be considered to shape the future of Bangalore's expanding airport.”

Credits:

Shenaz Bapooji - Sr. Vice President & Head of Office

N.Ramesh – Executive Creative Director Art

Sudhir PR – Associate Creative Director Art

Manu Bhattathiri – Associate Creative Director Copy

MV Vivek – Visualiser

Vinod Lal – Creative Director Copy

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