Larger Than Life: Display Inflatables Can Pump More Into Brand-building, Recall

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Hyderabad: : Display bill boards, hoardings and neon-lit displays seem to have faded in the advertising industry with display cold air inflatables catching up among small and big companies. Inflatables are highly visible communicators and act as a powerful eye catcher among the masses for display, especially FMCG goods.

“This mode of advertising through the inflatable industry seems to have taken a new turn by catching the imagination of the people everywhere. These huge inflatables picture a natural replica of the brand and leaves a permanent impression and recall value,” says Mr R Ramdev, managing director of Hyderabad-based Unique Inflatables Ltd, which is the first player in India to be equipped with an in-house solvent ink digital printer.

In a recent survey conducted by Advertising Age about the recall of a particular advertisement, nearly 75 per cent of the total population in the district could remember about a single huge balloon display on a FMCG product and only 25 per cent could recollect from audio and print media, according to Mr Ramdev.

“Inflatables create an impact on the mindset and are cost-effective. An inflated ad does have an impact on the marketing of the product,” says Mr Ramdev. Sales become 50 per cent more compared to the print media though not a substitute for any advertisement.

The company has designed Asia’s largest 70X45 Bournvita bottle inflatable which incidentally entered the Limca Book of Records during 2001.

As regards the rate of advertising, for a 40-ft inflatable, the rate comes up to Rs 1.25 lakh for a piece with a life span of two-years, but an advertisement through any audio, visual or print media can have impact only for a few days or months. The cost in the visual media is more than Rs 2 lakh for a 10-second commercial, depending on the time slot. A full page ad in a newspaper costs above Rs 4 lakh in a metro. Similar is the case with hoardings—for a 20X10 board, the rates are above a lakh for a short duration.

The products are made out of materials imported from Korea, mostly silicon- coated fabric, are fire-proof, UV protected and anti-fungus. Only cold air is filled and it has a life span of 3-4 years. The company exports to 53 countries including the US, Germany, Australia and Japan.