Delhi gets 'Khushboo Gujarat Ki', courtesy BIG Street

Gujarat Tourism branded Reliance Metro Airport Express train flagged off

BestMediaInfo Bureau | Delhi | March 13, 2012

The 'Khushboo Gujarat Ki' Campaign featuring the Indian Mega star Amitabh Bachchan is currently omnipresent - whether you switch on the TV or tune in to your favourite FM Radio Station or flip through the magazines and newspapers, BIG B's charismatic face urges you to visit Gujarat. The campaign showcases Gujarat's unique tourist attractions, from the wildlife at Gir Sanctuary, the exotic deserts of Kutch, Gandhi Ashram at Sabarmati to the magnificent temples of Somanth and Dwarka.

To take this initiative a notch higher, Gujarat Tourism was looking for a platform that brought a slice of Gujarat closer to the residents of the National capital and also taps the growing foreign travellers coming to India. Towards this aim, BIG Street, Reliance Broadcast Network Ltd's OOH arm proposed branding inside the premium Reliance Metro Airport Express stations as well as the full end-to-end wrap of a Reliance Metro train.

Thus in a 'First ever Metro Train Branding' by a State Tourism Board, one entire Reliance Metro Airport Express train has been covered with Gujarat Tourism creatives for a period of three months spreading the flavors of Gujarat across Delhi. Other aspects of the OOH campaign are the branding on the display panels inside the New Delhi & Shivaji Stadium stations of the Relaince Metro as well as inside train branding that include seat headrests, side walls, roof-top panels & glass panels on the luggage rack.

In a gala ceremony organized by BIG Street on the 7^th of March'12 at the New Delhi station of the Reliance Metro, Vipul Mittra, Principal Secretary Tourism, Government of Gujarat and Sanjay Kaul, Commissioner of Tourism & Managing Director, Tourism Corporation of Gujarat Ltd addressed the press on the significance of this initiative before proceeding to flag off the train.

Speaking on the occasion, Mittra said “The Gujarat Tourism department has chosen this premier route to target niche domestic as well as foreign travellers. As the Reliance Metro Airport Express connects people to the IGI Airport, promoting our State's treasures on it, this will help adding the chunk of frequent travellers in the already growing State's kitty. With the campaign, we are hopeful to achieve the 25 per cent mark in tourism growth, which currently is 18 per cent”

A Reliance Broadcast spokesperson added “We at BIG Street have always maintained that the external & internal advertising options on the Reliance Metro Airport Express are one of the most efficient tools available for marketers to capture the imagination of the city's population as well as provides a 21 minute window to communicate with a premium, captive audience of Air travellers. We are extremely thankful to Gujarat Tourism who entrusted BIG Street to execute such a prestigious campaign.”

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Info@BestMediaInfo.com