Not Just An Airport

How often have you seen people attending concerts and jamming with trolley bags and travel suitcases in tow? With Bangalore International Airport Limited (BIAL) creating a concert like atmosphere outside the airport premises, this is fast becoming a common sight. After launching a customized fragrance and giving itself a sonic identity, this is part of BIAL’s attempt to make the airport go beyond just a place of connectivity, by converting it into a unique experience zone. In conversation with Hari Marar, MD & CEO and Shalini Rao, CMO of BIAL.

Q] You have just given a sonic identity to Bengaluru Airport, one created by Rajeev Raja and BrandMusiq, soon after launching a customized fragrance. What was the thought behind adding a musical touch to a functional hub for travel?
Shalini: Senses trigger emotions in a big way, so through our campaign ‘Feels Like BLR’ we attempted to trigger multi-sensory reactions by first launching a fragrance. Hotels have done it, malls too, so why not an airport. However, this is the first time that an Indian airport has launched a sonic identity. Last year, we launched the Bengaluru Airport Anthem, created by Grammy Award winner Ricky Kej, we’ve taken that as inspiration for our sonic branding. We will be using several touchpoints to leverage it considering we have such a vast real estate, for e.g., E-gates, security channels, DigiYatra kiosks, in addition to caller tunes, IVRS when you call the airport, QR codes which will lead you to our sonic identity, YouTube etc. We will also use it at the end of our brand films, in social media posts, etc. Largely Radio, Digital medium, audio streaming platforms, social media and our Pulse app will be the big platforms to promote this.