In OOH format, accuracy in targeting the right audience is always uncertain. However banishing this notion, New Delhi's IGI airport, media handled by TIMDAA is one the OOH hub which has been known as a 'zero wastage' media option since inception. And getting the right audience in a bulk with proper visibility is the reason brands prefer this airport for their campaigns. After automobile, the latest category to discover the magic lamp of 57.7 million viewers per year is the home decor brigade.

So what are these brands doing in a place with 70% male audience on the go for a business meeting? Well, this category has found a new set of audience i.e Metrosexual men who makes his choices himself. In fact, he even has a say in the tiles, curtains and more. With an increasing number of people preferring interior designers and firms to do their home, brands now need to be even more aggressive when it comes to flaunting their value proposition.

Head-on high impact sites are extremely relevant and as well as create the much needed respite to viewers. Relaxing and aesthetic imagery grabs eyeballs ensuring that the brand gets its much-needed recognition.

A high-end home player Jaquar's interior brand Artize floored the airport with its head-on high impact presence. A strong visual imagery and perfect placement ensured that there was a vantage location used to provide the highest possible recall in large format.

Similarly the tile brand Somany showcased a kiosk of options in the form of a lounge in the domestic SHA of the terminal 3. Tiles are a big part of the interiors game and it is a number crunching expense that every single residential or commercial space is bound to incur.

Hindware's upper-crust brand Queo has ensured that a bathtub is cozily seated right within the SHA of the terminal. That makes it more than a bevy of interiors and lifestyle beauties adorning the airport.

Rohit Chopra, CEO, commented on this category, "There has been a paradigm shift in how we perceive our living spaces today. Delhi airport offers an ROI like no other and it is with this focus that new categories are venturing to explore their options."

The challenges that come with making promos of this category look aesthetic are completely logistical and all teams need to work in tandem to make the final result look stunning.

In the long run a new category making a foray in both scale and size will add to the overall passenger experience and the brand equity of the airport!