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Delhi Duty Free launches first integrated media campaign

DDFS recently appointed Elephant Delhi as its branding and communication agency. The theme of the campaign is ‘A Whole New World’

BestMediaInfo Bureau | Mumbai | October 5, 2011

Delhi Duty Free Services Private Ltd (DDFS) has announced the launch of its first-ever integrated media campaign. With this, DDFS has become perhaps the first duty free retailer in the region to use integrated marketing communication channels to promote itself. The campaign aims to reposition Delhi Duty Free stores as a global duty free experience at the best value.

DDFS recently appointed Elephant Delhi as its branding and communication agency. The theme of the campaign revolves around ‘A Whole New World’. The intention is to invite travellers to experience world class retail atmosphere with an assortment of the best global brands, widest range and irresistible prices.

Said Abhijit Das, Head - Marketing, Delhi Duty Free Services, “With the ongoing festival and holiday season, there couldn’t have been a better time to roll out our integrated campaign. Embarking on an aggressive marketing initiative, we intend to use OOH media, radio and online media. Several promotions and campaigns will unfold in the coming months.”

The outdoor campaign is planned around arterial and central business district roads approaching the airport to promote DDF as a one-stop destination for all leading global brands across categories such as confectionery, perfumes, cosmetics, liquor and accessories. The campaign focuses on capturing the attention of leisure, business and frequent travellers.

The campaign reintroduces the DDFS as a ‘fairytale/dream’ shopping experience. The execution was inspired by the ‘trance-like’ state shoppers find themselves in when surrounded by the world’s most exclusive and popular brands.

The outdoor campaign will be supported with a few in-store promotional campaigns. The campaign that is launching immediately is around the F1 Grand Prix called ‘Shopping Brand Prix’. It will offer F1 memorabilia to all buyers. Closer to Diwali, the ‘Diwali Delights’ promotion will kick off offering passengers attractive discounts and promotions on leading national and international brands. Overall, more than 120 offers across categories have been planned along with thematic visual merchandising.

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