Air India’s Maharaja is going to New York’s Times Square

In the eclectic maze of sky high billboards, digital JumboTrons, fluorescent displays and LED news-crawlers, for a month, the Maharaja will have a “spectacular” (presence) in the heart of New York’s Times Square, the world’s unrivalled marketing crossroads. From Mumbai to New York, the Maharaja’s workforce is frantically working to get the Air India “spectacular” — as signs in Times Square are officially called — installed at its hired location at the junction of 47th street and Broadway.
At approximately $100,000 for a month, the billboard showcases the flag carrier’s recently launched non-stop Mumbai-New York service and “actually consists of four separate rectangular panels merged into a single hoarding”, said Air India deputy commercial manager (advertising & special promotions) Veera Khambatta. If combined into one, the billboard would be 118 feet high and 169 feet wide — that’s half as tall as the Qutab Minar. Also, that’s almost the size of the 120-foot-high or seven-storey tall NASDAQ signage in the animated district, which pays more than $2 million annually for leasing the strategic advertising space.
10/08/07 Lekha Agarwal/Indian Express

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Categories: Air India Aug 2007, Foreign Aug 2007, New Aug 2007