Katha starts new branding story

The agency is providing more than 30 branding options to its clients, both inside and outside the Sahara Star hotel

Katha Mediatix, the out of home division of the Katha Group, has introduced branding options inside and outside Sahara Star, the flagship hotel of Sahara India Pariwar in Mumbai.

"This is a five star hotel next to the airport - so the client profile is clear and the advertisers know who they are reaching. Companies hunting to reach their actual clients have an opportunity to reach the targeted audience here," says Romeer Sen, executive director, Katha Group.

The company is offering more than 30 branding options both inside and outside the hotel and even inside the rooms. These options include backlit flex behind fountains, unipoles, outdoor lamps, LCD screens in restaurants and swimming pool, hoardings, gas balloons, floor branding, dummy products in the gardens, tent cards on every restaurant and lounge table, ashtrays, coasters, sachets, steps, lifts, standees and several more.

The agency will also allow its clients to place dummy products or car displays to provide touch and feel experiences to customers.

For the exterior branding, which is a high visibility area due to its proximity to the Mumbai airport, the agency is paying about Rs 1,13,700 per month as fees to the municipal corporation.

"The hotel is next to the airport and the outer wall wrap is seen not only from the airport but also from the Western Express highway. So anyone going to the airport can see it. Also, anyone passing the area from the highway can get a good look at the wall wrap," says Sen.

The agency has signed the contract for a period of two years and is renting the hotel on a monthly payment basis.

Spread across 55,000 sq. ft, the hotel usually has about 1,35,000 visitors in a year. The customers visiting the hotel are mostly business executives in the age group of 25-40 years, belonging to SEC A1, A2, B1 and B2. The average spend at the hotel is Rs 1,200 per person, with average time spend of about 90-120 minutes.

The agency plans to roll out the campaign in early September and is in talks with various companies for advertising inside the hotel. It is eyeing brands from several categories including telecom, jewellery, alcohol, cigarette, watches, lifestyle magazines and technology products.