India – Eveready Industries India Ltd., in partnership with Times OOH, has unveiled a high-impact airport advertising campaign for its latest innovation, Eveready Ultima batteries, aiming to maximise visibility and brand recall at Kolkata Airport.
Named ‘Ultima: Ultimate Power, Non-Stop Action,’ the month-long campaign seeks to enhance brand visibility across Kolkata Airport’s Domestic Departures and Arrivals, ensuring strong recall among travellers.
Executed in collaboration with Times OOH, the campaign incorporates a combination of digital and static media to engage passengers at key touchpoints within Kolkata Airport. Digital placements include high-street domestic screens, digital arcade videowalls, Neo-Digital Charging Network screens, and Touchdown digital screens. In addition, static media elements such as the Discover package feature three large-scale displays to enhance visibility.
The campaign highlights Eveready Ultima’s extended battery life, with the theme ‘Ultimate Power, Non-Stop Action.’ A key visual features a youngster racing a battery-operated car, illustrating the product’s durability.
Positioned in high-traffic areas of Kolkata Airport, the campaign aims to engage a diverse audience, including frequent travelers, families, and business professionals. Bold visuals in Eveready’s signature red are also strategically placed across key locations to enhance visibility.
Anirban Banerjee, senior vice president and SBU head (Batteries and Flashlights) at Eveready Industries India, commented, “With Eveready Ultima, from India’s No. 1 battery brand, we set out to dominate Kolkata Airport with bold visuals in the iconic Eveready red, highlighting Ultima’s 400% longer-lasting power. The imagery of a youngster racing a battery-operated car perfectly captures the essence of ‘Ultimate Power, Non-Stop Action,’ resonating with a dynamic, discerning audience.”
Sumit Chadha, business head—airport and city media at Times OOH, added, “Eveready is further strengthening its market leadership in Kolkata with expansive airport branding. The power-packed creative, deployed on premium media formats, creates a compelling impact for extended brand recall. We are delighted to partner with this category-leading brand to execute such an extraordinary campaign.”
