TDI International India P Limited - for Complete Advertising Solutions

Gateway To Affluent Decision
Making Consumers in India

New Delhi, India
www. tdiindia.com · info@tdiindia.com

TDI is one of the largest OOH Media companies in India
TDI is the oldest and the most recognized name in the Indian OOH Advertising sector


Established in 1986, TDI remains the largest OOH Media companies

Most experienced and the single largest

as well as airport advertising agency in India

airport advertiser in India



TDI introduced systematized Airport advertising way back in 1986



It provides extensive range of OOH media services including Airport
advertising, Metro advertising, internet & mobile
advertising, including strategic planning, media buying and creative

Exclusive rights in 9 airports and 22
DMRCs in Delhi

Pan-India presence with 16 offices and
over 500 satisfied customers

solution

1986

1987

1992

Commences
Airport
Advertising
business from
New Delhi

Participates
and Wins
Advertising
Rights for
first ever
AAI tender

Expands to
Key metro
Airports in
India

2003

Starts TDI
Media
Services –
An Outdoor
Advertising
Agency

2005

2007

Forays into
Advertising at
Delhi Metro
Railway
Stations

Launches
MAD – The
Internet &
Mobile
Advertising
Agency arm

2009

Establishes
Vista Retail
to grab the Mall
Retail
Advertising
opportunity

2

Integrated Business Model providing extensive range of OOH media services



TDI Metro
Advertising





Exclusive advertising rights of 22 Delhi Metro Stations
750 advertising sites spread across strategic locations
5-year long contracts ensuring sustained visibility & assured service



TDI Airport
Advertising

Pioneer & largest airport advertising company in India
Exclusive advertising rights for 9 airports across India
5,779 advertising sites spread across high visibility zones of country
wide terminals
Highest non-traffic revenue contributor to Airports Authority of India

Specialized out of home media agency with 8 years of experience
offering one stop solutions for advertising and media solutions to the
clients.
Provide strategic planning, media buying & media executions





TDI Media
Services




MAD


Over 40 key clients and 680 websites across the Internet & Mobile
advertising domain
Strong international relationships with major Ad Server networks

Integrated business model enables TDI to offer entire gamut of OOH advertising solutions under
one roof to all its well known National & International client Brands
3

PAN India presence to provide diverse options and nation-wide campaigning to clients
TDI has a pan-India presence with airports, 22 Metro Stations in its portfolio

North

West

•DMRC Stations

 Ahmedabad

Exclusive rights to advertise at:
• 9 Airports
• 22 Delhi Metro stations
Also provides mobile and
internet advertising services

22 offices serving
clients in every part
of India

 Pune
 Goa

• Clients can roll-out a campaign nation-

wide without any implementation
challenges
East
 Kolkata

South
 Chennai
 Calicut

• All round visibility, diverse options and

real time service to the clients

TDI
Offices
Airports
under TDI
Metro Stations
under TDI

 Tirupati
 Cochin
 Trivandrum
4

Passenger traffic at TDI Airports is poised to witness strong growth (1/4)
AIRPORT >

PASSENGER
TRAFFIC (In
MN)
FY12

YOY
GROWTH
(2011-12)
12.9

CHENNAI

7%
FY11

KEY GROWTH DRIVERS >

Third highest airport traffic among all airports in India, fourth
largest metropolitan in the country

12.0

Accounts for 60% of the Automotive exports of India. Base for a
large number of automotive companies such as Hyundai, Ford etc.
Second largest exporter of software information technology (IT)
and information-technology-enabled services (ITES)

FY12

10.3

KOLKATA

7%
FY11

Fifth highest airport traffic among all airports in India, third largest
metropolitan in the country

9.6

Hub of the metal industry in India. Houses many companies such
as Tata Steel, Exide Industries, Electrosteel etc.
Main business commercial and financial hub of eastern India and
the northeastern states

6

AIRPORT >

PASSENGER
TRAFFIC (In
MN)

YOY
GROWTH
(2011-12)

AHMEDABAD
FY12


Major commercial hub in Gujarat, one of the fastest growing and
business-friendly states in India

4.7

14%
FY11

In 2010, the Forbes magazine rated Ahmedabad as the fastest
growing city in India, and third in the world

4.0

COCHIN
FY12

Strong industry hub, ranging from ship building to handicrafts and
petrochemical refining to international spice trading

4.7

8%
FY11

4.3

Destination for roaring in vogue spiritual & health tourism

TRIVANDRUM
FY12

Largest, most populous city in Kerala. Houses many government
offices and Science & Technology institutions

2.6

1%
FY11

2.5

IT hub, with over 80% of the state's software exports

7

AIRPORT >

PASSENGER
TRAFFIC (In
MN)

YOY
GROWTH
(2011-12)


TIRUPATI
FY12

Is the biggest Pilgrimage center of the world and draws millions of
Pilgrims.

0.2

8.7%
28 %
FY11

The city is a major economical and educational hub in the southern
region of the state.

0.2

PUNE
FY12

One of the fastest growing airport in terms of traffic in India. Has
the highest per capita income in the country

3.0

6%
FY11

Emerging as a IT hub (such as Infosys ,Wipro, TCS, Cognizant, and
IBM) and manufacturing companies

2.8

GOA
FY12

One of India's richest states with the highest GDP per capita (two
and a half times that of India)

3.1

17.2%
1%
FY11

3.1

Tourist paradise of India, Goa is renowned for its beaches, places of
worship and world heritage architecture
8

AIRPORT >

PASSENGER
TRAFFIC (In
MN)

YOY
GROWTH
(2011-12)


CALICUT
FY12

Main commercial city of Kerala. Centre of trade for commodities
like pepper coconut, coffee, rubber, lemon grass oil etc.

2.2

7%
FY11

2.1

Planned projects: Birla IT park (at Mavoor), Cyber park and
Malaysian satellite city (at Kinaloor).KINFRA has plans to set up a
400 acre industrial park

• Overall 8% growth in air travelers through TDI Airports across India in FY12 vis-à-vis FY11.
• 16 % of India’s SEC AB Urban Male 25-55 population numbers (primary decision makers) travel through TDI
Airports every month.

9

TDI airports are more cost effective than privatized airports such as Delhi & Mumbai
Advertising cost at Delhi and Mumbai airports is 4-5 times of the advertising cost at TDI airports
Delhi domestic airport
Total Cost
Annual Passenger Traffic

Cost per thousand (CPT) (in INR)

INR 60 Lakhs
2,06,67,113

Monthly Passenger Traffic

17,22,259

70% of monthly passenger traffic

12,05,582

General news TV channel

850

The cost per thousand

Business news TV channel

1,000

impressions to reach the same

TDI airport

1,100

target group for TDI Airports

Mumbai airport
Delhi airport

4,977

~5 times the cost of TDI airports

Mumbai domestic airport
Total Cost
Annual Passenger Traffic
Monthly Passenger Traffic
70% of monthly passenger traffic
Cost per thousand (in INR)

1,99,95,453

magazines

7,941

Forbes magazine

8,000

The Economist

10,357

English business newspaper

15,000
0

INR 43 Lakhs

Delhi airports and high end

4,977

Fortune magazine

Cost per thousand (in INR)

is lower than Mumbai and

3,687

5,000

10,000

15,000

20,000

Due to low CPT and low spillage (as airports are
frequented by high income group), TDI airports are
more cost effective than other mediums

16,66,288
11,66,401
3,687

~4 times the cost of TDI airports
10

TDI’s Airport have a significant National Reach
Airport-Wise Reach (% of SEC AB Males in the City)

40 Lakh High End
Customers
498%

Calicut

484%

Goa

352%

Cochin

377%

Trivandrum

Chennai
Ahmedabad
Kolkata

Pune

Very High
Reach with
Multiple
Exposures

172%
90.0%
71%

60%

High Reach
with Multiple
Exposures
MediumHigh Reach

• More than 40 lakh high end consumers
travelled through the TDI Airports in June’11
growing at a rate of 11% from April’11

124% Reach of SEC AB in
TDI Cities
• 124% of the SEC AB urban Male 25-55
population in the TDI cities travel through TDI
Airports every month, indicating multiple
exposures

16% All-India Reach of
SEC AB
• TDI airports reach 16% of India’s SEC AB
urban male population in the age group of 2555 in India

Source: Airports Authority of India – w.aai.aero/traffic_news/apr2k12annex3.pdf
Note: * Assuming that 77% of airline passengers are SEC AB males and 87% are in the age group of 25-55. We have not considered duplication factor or frequent fliers amongst air
travelers.; Multiple Exposure: Many passengers are from outside the city or the same passengers travel frequently leading to multiple exposures

11

TDI has the fastest execution time (1/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
2:00pm; 31-May-2011

5:00pm; 31-May-2011

9:00pm; 31-May-2011

TDI adopted the creative as
per display size and got the

Chennai , Kolkata Ahmedabad

client’s approval

Contract Signed

Creatives printed and sent to
and Pune through air cargo

Total Turnaround Time from signing the contract to
installation at 4 different airports ~ 13 hours

9:00am; 1-Jun-2011

3:00am; 1-Jun-2011

Pictures of installed displays

Installation as well as quality

sent to client

check complete

11:00pm; 31-May-2011
Standby operating team at each
airport receives flexes and
starts installation

12


City : Chennai

Location : Check In Area

13


City : Kolkata

Location : Domestic Departures

14


City : Pune

Location : Domestic and International Arrivals

15


City : Ahmedabad

Location : Security Hold Area

16

TDI is Passionate About Quality, Service and Support

1. Dedicated Ideation (Pre-Sales) Team that
Focuses on Client Innovation
• High quality creative team dedicated to customise and
ideate creatives for client displays
• Can turnaround any client request for a customised creative
within 24 hours
• High value clients of TDI would be provided selective access
to the ideation team to co-develop creatives

2. Dedicated Installation and Maintenance Team
• Dedicated team in each airport to provide 24x7 installation
support (always have sites ready well before installation)
• 24x7 maintenance from the time of installation through the
contract period

3. Dedicated Operational (Support) On-theGround Team
• Each airport has 5 dedicated on-the-ground team with one
supervisor, who services requests instantly
• 2-hour turnaround time of resolving any potential
complaints or requests

17

Additional benefits of using TDI Airport advertising
Reaches wide category of decision makers such as
premium consumers, B2B, policy
makers, bureaucrats, institutional customers, and
the C-Suite (CEO, CFO, etc.)
Greater presence of Image/ Brand conscious
consumers
More Luxury/designer brand consuming target
audience

Mostly Tech-savvy individuals

Willingness and ability to spend more on quality
products

73% of Fliers look at advertisements during waiting
time at airports

Believers in reputation of the company
18

Airports - Effective Way to reach Affluent Audience & Key Decision Makers
Profile of the Passenger

Key Airport Survey Results
It is important for me to be well dressed

 72% of travelers are
the CWE (chief wage
earners) of their
households
 Skew towards SEC
A, 25+ yrs age group: in
short a very affluent TG
 Bulk of them travel on business purposes & every
fifth traveler is a member of a FF program

 73% travel once in 3 months but Nearly all
of them travel at least once a year

66%

I don’t mind spending on expensive brands

52%

I love to buy new gadgets and appliances

59%

Designer label improves a persons image

59%

Willing to pay extra for good quality products

61%

Is airport advertising the most effective medium to
reach high-income audience?

 This segment of the audience is in the most
captive state in the airport
 Convergence of target audience, decision makers
and corporate leaders in the airports

Source: TGI-2010, Technopak Advisors (India), network2media.com poll report

Focused targeting of niche audience, with more than 50% being affluent, with a high propensity
to spend
19

Because Airline traffic in India is growing at a fast pace, …
c.50% of India’s Urban Male Population Represent
the Rich and Middle Class Segments…
Rich

11%
(35 Mn)

Top 15 Airports in India By Passenger Traffic
Traffic
Rank

City

1

Delhi

2

Middle Class

41%
(136 Mn)

Bottom of the Pyramid

48%
(154 Mn)

April ’10Mar ’11)

Traffic
4 Year
Traffic April ’11Growth Mar' 12)

29,942,888

9.40%

35,881,965

Mumbai

29,071,913

7.60%

30,747,842

3

Chennai

12,049,679

9.30%

12,925,218

4

Bangalore

11,592,265

11.80%

12,698,483

5

Kolkata

9,631,672

12.30%

10,303,991

6

Hyderabad

7,602,998

8.70%

8,444,467

7

Cochin

4,340,736

18.40%

4,717,671

8

Ahmedaba
d

4,043,475

14.90%

4,695,098

9

Goa

3,080,037

12.80%

3,118,974

10

Pune

2,808,939

14.50%

2,991,639

11

Trivandru
m

2,526,885

15.30%

2,555,227

13

Guwahati

1,934,750

16.90%

2,253,169

400

12

Calicut

2,059,979

12.50%

2,209,636

200

14

Jaipur

1,655,212

33.60%

1,828,412

15

Coimbator
e

1,243,823

10.30%

1,345,381

330 Mn Urban population

…Translating Into Increasing Passenger aircraft
movements in India

1,600

1,400

1,394

2.8X

1,200

12.1% CAGR

1,000

in
‘000
s

800

600

500

0

FY02

FY03

FY04

FY05

FY06

FY07

FY08

FY09

FY10

FY11

20

… Airports are emerging as future advertising hub…

Benefits of
Airport
Advertising
Airports - rising presence of mass brands

Growing passenger aircraft fleet in India

80%
60%
50%
40%

33.3%

30%
20%
10%
0%
Yes
Source: network2media.com poll report

706

700

No

Aircraft seating capacity

70%

800

66.7%

600
500
400

312

300
200

121

100
0
1995
> 300

200-300

2006

100-200

2015
50-100

21

….Airport ads have better recall value due to high dwell time and focused viewership…
Average Dwell Time at Airports
 Travelers spend significant time at the

Domestic Departure: Business
2-5mins

5-10 min

5-10 min

15-20 min

Baggage
Screening

Check-in

Security
Check

Wait

airport.

5-10 min
Boarding

55
min

Baggage
Screening

5-15 min

10-15 min

35-45 min

Check-in

Security
Check

Wait

survey, 73% of travelers glance at ads /

5-10 min
Boarding

90
min

International Departure: Business
5 min

5-20 min

10 min

1-1.5 hrs

10 min

30-40 min

10 min

1.5-2 hrs

10-15 min

hoardings while waiting at the airport

% of Travelers Involved in Each
of the Activities at an Airport
2
hrs

International Departure: Leisure
5 min

viewership as there is no escape route
 According to a A.C.Neilson

Domestic Departure: Leisure
5 min

 Airport ads have focused, compelling

0%

20%

Glance at Ads /
Hoardings
Read print
media

This compares well with traditional media such as TV and radio where the
consumer is exposed to an advertisement for less than a minute

37%

Play/SMS/
Talk on mobile

33%
23%

Use my laptop

Shopping
Sleep

80%

53%

Watch TV

3
hrs

60%

73%

19%

Sit idle

Source: A.C.Neilson Research

40%

10%
8%

22

….Airports are the most appropriate & effective medium to reach affluent people…
Airports are becoming the hottest OOH advertising destination for premium brands
Airline passenger traffic by age
Airline passenger traffic is skewed towards 25-50 years age group
41 - 50
years
24%

72% of travelers are the Senior executives / officials

55 - 60 > 60 years
years
3%
3%

< 25 years
10%

26 - 30
years
16%

Airline passenger traffic consist of a very affluent class of people
31 - 40
years
44%

High propensity to consume top end goods and services

Survey result: Is airport advertising the most
effective medium to reach high-income audience?

No
-27.5%

-40%

Yes
71.6%

-20%

0%

20%

40%

60%

80%

Survey result: Does long term premium branding
at airports deliver commensurate returns?

No
-5.5%

-20%

Yes
94.5%

0%

20%

40%

60%

80%

100%

Source: Technopak Advisors (India), network2media.com poll report

23

…Airport advertising in Tier II cities is expected to witness higher growth
Growth (%) in Traffic at Major Airports in India
33.6

Passenger Traffic At Tier 2 Airports Growing
the Fastest in the Country
18.4

16.9

Non-TDI Airports
15.3

14.9

14.5

12.8

Airport advertising
in Tier II cities to
see higher growth
compared to metros
Key markets for
growing
consumerism

Source: AAI, network2media.com poll report

12.5

12.3

11.8

10.3

9.4

9.3

8.7

7.6

Survey result: Will non-metro airport advertising
register faster growth in 2011?

Higher growth in
passenger traffic in
Tier II cities
Cost effectiveness
and better value
for money

TDI Airports

No
-5.3%

Emerging as
industrial hubs or
tourist
destinations

-20%

Yes
90.4%

0%

20%

40%

60%

80%

100%

Survey result: Does advertising in smaller airports
offer better value for money?
No
-1.6%

-20%

Yes
96.9%

0%

20%

40%

60%

80%

100%

24

TDI has advertising rights at 22 densely populated Delhi metro stations…
TDI has strong presence in prominent stations with many footfalls, connecting
important suburbs; thereby tapping captive audience, surrounded by the Brand for
minimum 10 minutes

1. Kashmere Gate





1,40,000 footfalls/day with 240 trains (Up/Down)
Connecting point of East, Central and West Delhi
Commercial area - wholesalers & SME owners, IP University
Mori Gate, I P University, Daryaganj, Kashmiri Gate I S B T

2. Inderlok





90,000 footfalls/day with 240 trains (Up/Down)
Connecting point of North West, North and West Delhi
Mcdonalds , Comesum and Parsvanath mall in station
Tri Nagar, Zakhira, Lawrence Road

3. Shahdara
 75,000 footfalls/day with 240 trains (Up/Down)
 Malls, College, Wholesale Trade Market
 Vivek Vihar, Anand Vihar ISBT ,Shahdara Border, Yamuna
Sports Complex

4. Netaji Subhash Place
 70,000 footfalls/day with 240 trains (Up/Down)
 Shopping Hub of Delhi, commercial complexes, corporate
offices & educational institutions
 Punjabi Bagh , Saraswati Vihar & Wazirpur Industrial Area

5. Rohini East
 70,000 footfalls
 Important residential belt of North West Delhi
 Rohini, Mangol Puri & Budh Vihar
Source: DMRC

26

… with asset base in strategic locations in the Metro…

Outside
the Metro

Staircase/
Escalator

On the
Platform

At the
Entrance/Exit

27

…. hence, TDI will benefit from expected rise in Metro ridership

20.1% CAGR

35

45

33

28

30
23

25
20

41

44

2020F

40

40

42

2018F

2.8x

2017F

45

2016F

50

2019F

Average daily commuters of Delhi metro (lakhs)

16

19

15
10
5
2015F

2014F

2013F

2012F

2011F

0

• Average ridership of Delhi metro is expected to cross 40 lakhs by 2016, implying a CAGR of 20.1%

during 2011-16
• TDI is likely to benefit from this increasing audience base, since it owns some of the most prominent

sites in various locations within and in the peripheral areas of the Metro stations

28

Metro Rail emerging as a key advertising medium to reach the masses
Advertising in metro rail offers unique opportunity to tap huge middle class income group of a city
Most effective way to capture the masses on the move

Vast reach of target
More than 20 lakh people commute daily by Delhi Metro
audience
Largest network reaching Delhi and NCR region

Captive audience
and high brand
recall

Low clutter media

Consumer are continuously surrounded by the brand
In Delhi Metro, passengers spend minimum 6 minutes at the station
Good brand recall as the brand message is hardly missed by customers

High concentration zone with superior visibility
Ad panels near station display screens and handle bars difficult to miss

Maximize the brand communication thrust

Low spillover and
hence better ROI

Segmentation of stations based on commuter profile and catchment area
The message reaches the target group it was intended for

Government plans to build metro rail network in 9 cities, including Mumbai, offers future
growth prospects
29

TDI is credited with several innovative concepts (1/2)
Touch Screen Display

First Full Pillar Branding

Conveyor Belt Display “Backlit With Trivision”

Innovative Product Showcasing

Innovative Digital Displays

TDI has continuously worked on innovations to improve the brand recall for its clients
30

TDI is credited with several innovative concepts (2/2)
Country's First Live Car on Billboard

Electrical Product Display at Airport

Largest Site in New Delhi Owned by TDI

Country's Largest Airport Billboard at Kochi

TDI has continuously worked on innovations to improve the brand recall for its clients
31

SAIL
This is to record our appreciation for the Publicity Campaign executed by TDI International India Limited that Steel
Authority of India Limited (SAIL) has been availing for the last many years.
SAIL is satisfied with TDI’s product and services, timely support and responsiveness.
Annoop Joshi
Asst. General Mgr

Shapoorji Pallonji & Co. Ltd
We take this opportunity to thank you for your support provided to us in terms of advertising our SP Infocity projects at Pune & Chennai
airports during the last couple of years.
The TDI has been prompt in service and execution and we are satisfied with their performance.
Saurabh Chaturvedi
Sr. Manager – Marketing
Real Estate

Punjab National Bank
This is to certify that M/s TDI International India Ltd. have been rendering Advertisement Display Services to our Bank and we have found
their Advertising Media and client servicing to our best satisfaction.
Chief Manager
Circle office Delhi

Indian Oil Corporation Limited
We take this opportunity to thank you for the role you and your team have played in supporting our Brand. The advertising
opportunities you have offered us at various Airports have provided great visibility to our brand and have been widely appreciated from
various quarters. Also, the service you have provided is well appreciated and its been a pleasure working with your team.
N. Balasubrahmanyam
Sr. Manager (Branding)

Godrej Properties Limited.
It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized
your services for our “Brand Building Campaigns” for a long time. We would like to take this opportunity to wish TDI
International India Ltd, “All the Best” in their future endeavors.
Ketan Sengupta
Regional Head

Fortis Hospitals
It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your services
for our Brand Building Campaigns.
We would like to take this opportunity to wish TDI International India Ltd, all the best in their future endeavors.
Himadri Das
Manager-Marketing

LG
It give us pleasure to certify that M/s TDI International India Ltd. Has been rendering advertisement display services to our client M/S
LG Electronics India Pvt. Ltd. And we have found their advertising media and client servicing to our satisfaction and look forward for
long term relationship.
Raj Mohanty
General Manager-OOH

MARUTI SIZUKI
This is certify that M/s TDI is working with Maruti Suzuki on various Campaigning program from the last many years. There performance
has been found satisfactory
Amit Saurabh
Manager – PG -4-Marketing

AUDI
This is to record our utmost appreciation for the most Cost Effective and Implementable Publicity Campaign by TDI International India
Limited. The services provided by the company were planned and executed in an exceedingly professional manner ensuring best value for
our Ad-spend. The campaign has yielded the desired results.
“Audi Gurgaon” taken this opportunity to place on record its appreciation.
Varoon Kapoor
Zenica Cars India Pvt .Ltd.

Crompton Greaves Limited
It gives us pleasure to certify that M/s TDI International India Ltd. Has been rendering advertisement display services to us and we have
found their advertising media and client servicing to our satisfaction. We look forward for long term relationship.
Prerna Saxena
Deputy Manager – Marketing
Northern Region

TATA STEEL LIMITED
This is further to the execution of the TATA STRUCTURE advertisement at the Kolkata Airport site. I must compliment you and your team
in the execution of the said project-both in terms of the speed and the quality of the response.
Srinivas Shenoy TV
Head Marketing-STP

TATA HOUSING DEVELOPMENT COMPANY LIMITED
This is in reference to our ongoing outdoor campaign for our project EDEN COURT-PRIMO at the unipole located at Kolkata Airport. We
would like to take this opportunity to congratulate you and your entire team on the execution and display of the said outdoor hoarding.
Rajeev Dash
Head Marketing-Services

THE NEW INDIA ASSURANCE COMPANY LIMITED
We take this opportunity to thank you for playing a valuable role in continuously supporting us grow and perform in the current outdoor
scenario.
TDI has supported in terms of quality media and timely execution it indeed has been pleasure working with TDI and the team.

Dr R K Uppal
Chief Manager

UNITED BANK OF INDIA
This is to certify that M/s TDI International India Ltd. is in the business of Airport advertising . Their Services in relation to display
signage's are excellent.
We are satisfied with the services and maintenance rendered by team.
Manager
Public Relation Manager

Airtel
This is to put on record our utmost appreciation for the most proficient and Cost Effective outdoor campaign executed across the country by
TDI International India Limited showcasing strengths of Bharti Airtel Ltd. We are extremely satisfied with the all-encompassing services
including “After Sales Feedback” provided by the competent professionals of TDI that are par excellence and most effective.
Arun Sharma
VP Marketing – Head Media

Bank Of India
We advise you that the services rendered by you towards display of scroller, hoardings, traffic direction pole at Kolkata Airport during the
period October,2009 to December,2010 were satisfactory.
Bikas Chakrabarti
Head-Marketing

Indian Overseas Bank
We take this opportunity to out on record our appreciation for the speedy and perfect service rendered to us by TDI in terms of good
visibility, speedy implementation and cooperation in terms of visibility at Chennai Domestic Airport.
K. Thamil Marai
Chief Manager

Fortune Hotel
This is to record our utmost appreciation for the most proficient and Cost Effective Publicity Campaign executed by TDI International
India Limited that included comprehensive Outdoor campaign, Print media and magazines as also Mobile and Online advertising. The
services provided by the company were planned and executed in an exceedingly professional manner ensuring best value for our Adspend.The campaign has yielded the desired results .
Sanjeev Mahajan
Managing Director

Fortis Malar Hospital
We take this opportunity to thank you for the valuable service rendered by your organization in helping us to build our brand recognition at
your premises.
You and your team has supported us in providing the best options for outdoor medium for a progressive growth and as well as the timely
execution for the chosen medium.
J.Kavya
Executive – Corporate Communication

MRF
We have been dealing with TDI International India Ltd. for several years. The service provided by the company is satisfactory.
A Rodricks
GM-Advertising

State Bank Of India
This is to certify that M/s TDI International India Ltd. has been entrusted the job of displaying our product advertisement at Airport. Their
Services in relation to display signage's are excellent. We are satisfied with the services and maintenance rendered by them.

Manager
Asstt. General Manager (PR & CSB)

V.I.P.
It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your
services for our Brand Building Campaigns.
We would like to take this opportunity to wish TDI International India Ltd, all the best in their future endeavors.
Shraddha Yeolekar
Assistant Media Manager

Diversified & strong client base
Big Brand names, both in public sector as well as private sector, as clients
Telecom

Financial
Services

Consumer
Durables

Automotive

Real Estate &
Hospitality

Others

These clients are the leaders in their respective sectors. With such big who-is-who in its
clientele, TDI stands to benefit from rise in their advertising spend
54

Overview of Indian Advertising Industry
Advertising industry in India was valued at Rs. 248 bn in 2010 and is expected to grow to
Rs. 372 bn, at a CAGR of 12.0% during 2011-14
Growth of Advertising Industry in India

Rs. billion

400
13.8% CAGR
2005-10

300
200
100

12.0% CAGR
2011-14

114

130

161

194

216

217

248

265

296

333

Advertising: Medium wise share (2011)
372

Radio
5%

TV
39%
2014e

2013e

2012e

2011e

2010

2009

2008

2007

2006

2005

0
2004

Print
41%

OOH
5%
Internet
3%

 Rising competition is compelling the companies to advertise more so as to be present in consumers mind in order to capitalize on
anticipated rise in consumption in India
 Advertisers are seeking new ways such as roadblock strategy, product placement in Films and TV to engage with consumers
 Tier-II towns are emerging as key markets for advertisers seeking to tap their large consumer base and leverage their purchasing
power
Source: PricewaterhouseCoopers

55

Increasing opportunities for OOH Advertising Industry in India
With just 6% share in Indian advertising industry, OOH media sector is set to witness robust growth
Key Growth Drivers

OOH Media

Globalization
and
urbanization

Roadside

Growth of OOH Advertising Industry in India

30.0

9.2% CAGR
2005-10

20.0
15.0

15.0

10.0
5.0

9.0

10.0

24.0
21.5

12.5

14.0

15.5

17.0

19.0

12.5

2015E

2014E

2013E

2012E

infrastructure
development (e.g.
metro, flyovers)

11.6% CAGR
2011-15

25.0

2011E

Availability
of desirable
sites due to

2010

Source: PricewaterhouseCoopers

Taxi toppers

2009

increasing
recall, flexibility &
cost efficiency

Kiosks

2008

Digitization
and other
innovations

at Railway
Stations

people leading to
more eyeballs

Bus sides

2007

next wave of
consumerism is
expected to
emerge

Transit Displays

Bus shelters

2006

Expansion to
Tier II-III
cities, where the

OOH
Advertising
Industry

Street Furniture

at Airports

Increase in
time spent
outdoors by

2005

to improve
connectivity with
the customers

leading to higher
airport traffic and
footfall in malls

Rs. billion

Companies’
focus on
localisation

Billboards

56

IMF forecasts emerging economies to outperform advanced ones
10.0%

2009

2010

2011e

8.0%
6.0%
4.0%
2.0%
0.0%
-2.0%

-4.0%
-6.0%
World

Advanced economies

European Union

Emerging and developing
economies

India

 Economic recovery continued to strengthen during the first half of 2010, but global financial stability suffered a major setback with
the turmoil in sovereign debt markets in the second quarter of 2010.
 The IMF expects the world economy to expand by 4.2% in 2011. Despite perceived high near-term concerns, Emerging market
economies still outpaces developed economies by a factor of 2-3x in terms of GDP growth, and likely to remain the global growth
engine for foreseeable future .

 Unlike other previous crises, emerging markets are better placed this time to weather the storm, due to huge accumulation of foreign
exchange reserves and trade surpluses that they boast.
 Even among emerging economies, India is expected to grow faster than several other developing markets
Source: IMF

57

India – the place to be in!



FDI inflows in 2009-10 totaled $25.9 bn, inflows during Jan-June 2010 were $5.8 bn



2010

12th largest economy in terms of real GDP, 4th largest on PPP basis, second fastest growing economy
Ranked third in AT Kearney’s FDI Confidence Index (2010)
India will outperform its BRIC rivals in terms of GDP growth post 2015
Real Growth %

Brazil

Russia

India

7.7

3.9

4.3

6.6

2015-2020

2050

China

2006-2015

2015

5.4

3.8

3.2

6.0



Fourth largest economy by 2025 and third largest by 2050 ($38 tn)



India to be more than 80% of US GDP by 2050; 10% currently

Structural Strengths


Explosion in aggregate consumption



Government reforms



Thrust on infrastructure spending



Increasing corporate capital investments

38.3

Almost ‘ideal’ demographics to complement growth



India GDP ($ tn)

Source: IMF

35X

1.1

1.9

2007

2015e

4.4

2025e

2050e

58

Rising infrastructure investment boosts growth
Infrastructure spending in India

Sector-wise Infrastructure spending (2010-2019)
9.0

140
7.3

120
100
80

5.8

Ports,
94

9.0

8.0

144

117

8.0
7.0
6.0

97

5.0

Roads,
427

Internet &
Telecom,
150

Power,
288

5.0

80

60
40

6.5

10.0

4.0

65

3.0

52

Water,
154

2.0

20

1.0

0

0.0
2006-07

2007-08

2008-09

2009-10

Infrastructure Spending (USD bn)

2010-11E

2011-12F

As a % of GDP

Irrigation,
272

Railways,
281
Airports,
272

Source: Planning Commission, Goldman Sachs

• Despite India’s strong focus on infrastructure development in recent years, spending trails other emerging
markets, such as China
• Infrastructure spending in India stands at 7% of FY 2010 GDP compared to 11% in China. Spending has to
reach 9%-9.5% to sustain GDP growth of 8%-9%
• India’s Twelfth Five Year Plan (2013-17) targets total investment of $1.0 tn in infrastructure, a 2.0x increase
over the Eleventh Five Year Plan

59

Household Liability as % of
Disposable Income

Aggregate Consumption in
Real terms (INR tn)

Explosion in consumption to be the key driving factor for advertising

70

4.1X




17

1995

2005

Expected to volt India into premier consumers market



10

Income pyramid changing rapidly, rise of strong middle income class



34

Rapidly rising household income

Explosion in aggregate consumption from INR 17 tn in 2005 to INR
70 tn in 2025E

2015e

2025e

140%
100%

100%



Penetration of credit cards, insurance, home loans, etc are low in
India and offers a tremendous opportunity



Financial savings to rise from $200 bn currently to $660 bn by 2017



35%

Rural India is still an untapped opportunity



INDIA

India Inc and consumers will borrow more

6%
CHINA

KOREA

SINGAPORE MALAYSIA

Sources: McKinsey Global Institute, IDFC SSKI

However, rising competition is compelling the companies to advertise more and be present in
consumers mind in order to capitalize on anticipated rise in consumption
60

Emergence of India as a prime outsourcing destination also fueling air travel
Major Global players like

New International

GE, Microsoft, British
Airways, Aviva, World Bank are
outsourcing operations to India

Brands rapidly
entering Indian Markets

100 of the Fortune 500

companies have R & D Centers
in India

Rise in Knowledge

based
outsourcing
operations like

Pharmacy
(UCB, Pfizer), IPR, HR etc.
being outsourced to India

Growth of
Indian
Tourism

Growing Indian Consumer
PPP

India R&D will
grow to $ 8bn by

2010 a CAGR of 30% over
2003

India outsourcing
market $34.1bn and
growing at a CAGR of
29.5%

India captures
11.5% of Global

outsourcing services market

Global Automobile
Manufacturer with Indian

manufacturing hubs:
Toyota, GM, Ford, Hyundai, Yamaha

FDI in India $32bn
in 2007-08. 220%

30,000 Expats working
in India

increase over 2005-06

As large global organizations are setting businesses in India as outsourcing centers for some of
their operations, airline travel has greatly increased
61

Next Generation Cities also emerging as hotspots
Megacities:
 Nation’s largest population centres
( > 5mn)
 Largest market in terms of:
 Household income (> $5,260)
 Total consumption expenditure
(> $3,170)

Boomtown:
 Potential to be the next
Megacities
 Fastest growth in household
income ( averaging 12.6%)

590

million

people

will

live

in

cities

by

2030, nearly twice the population of the United
States today
Source: McKinsey Global Institute, 2010

Significant Contribution of These
16 Cities to India’s Growth
 10% of Indian population
 31% of disposable income
 21% of total spending

Niche Cities:
 Small Population (< 2mn)
 Household expenditure as big as
Megacities ( > $3,355)

 55% of total urban income
 Megacities alone account for 45% of
urban expenditure
 7% of population in these cities
account for 25% of country’s income

Sources: National Council of Applied Economic Research2007, Economic Survey of India 2006

Indian Cities with high population, a growing middle class and a young English speaking
population will be the key drivers of the Indian economy
62

Rapid evolution of the Indian aviation sector in the last decade
Scheduled airlines :
Distance flown (mn km)

199

Non scheduled airlines
in operations

39

123

Number of aircrafts

225

735

Passenger handling
capacity at airports

66 mn

235 mn

Number of Operational
airports

50

710*

2010

2000

82

• India is the 9th largest civil aviation market in the world
• India is ranked 4th in domestic passenger volume (43.3 mn)

• The Indian Passenger Aviation market is serviced by a government owned carrier and many private players
• Nearly 41% of market is captured by Low Cost Carriers, which flew into Indian passenger aviation space in 2003, with Air Deccan
Source: AAI

63

Indian aviation sector an over-view
International
including JVs (14)

AAI managed
(128)
Airports in India
(136)

International airports
Aircraft
movement

3%

87%

20%

Market share of domestic carriers (May 2011)

20%

97%

Passenger
traffic
Source: DGCA, AAI
0%

Civil enclaves (25)

Others

80%

Freight
traffic

40%

13%

60%

Custom airports
(8)

Others

Non-AAI (8)

80%

Domestic airports
(81)

Jet
Airways, 18.5
%
JetLite, 7.6%

Air India
(Domestic), 13
.2%
IndiGo, 19.9%

Kingfisher, 20.
0%

Go Air, 6.6%
Spicejet, 14.2
%

Low Cost
Carriers
rapidly
capturing
market share

100%

• Airport Authority of India (AAI), a government of India undertaking, manages most of the airports
• Responsible for developing, financing, and maintaining all government airports
• However, Indian government has allowed private sector participation to accelerate the modernization of aviation infrastructure
64

One of the fastest growing and dynamic aviation market in the world
Increase in both personal and business travel through airlines means more eyeballs at Airport
Seat factors of domestic carriers (%)

Drivers for Growth in Airport Passenger Traffic
100.0

Growth in passenger aircraft movement

90.0

• The sector has been more liberal and investor friendly

since 2004
• Passenger aircraft movement has grown 2.8x since

2002

Seat factor (%)

80.0
70.0

79.8

78.1
68.1

84.3

88.4
82.7

79.8

72.1

89.4

87.0
78.0

78.6

71.7

66.0

60.0

50.0
40.0
30.0
20.0
10.0
0.0
Air India

Rising domestic and foreign tourists

Jet
Ariways

JetLite
Apr-10

Kingfisher Spicejet

Go Air

IndiGo

Apr-11

Passenger traffic in India

• Improving tourism infrastructure
• Successful ad campaigns abroad
• Growing number of business travelers, due to the

emergence of business hubs like Mumbai
(Finance), Bangalore (IT), Chennai (IT), Delhi
(Manufacturing, IT)
• Passenger traffic increased at an impressive CAGR of

11.8% in the last five years
Source: AAI

65

Glossary

TERM

DESCRIPTION

ALTERNATIVE MEDIA

Outdoor formats that do not fall into the categories of: billboards, street furniture or transit.
Most alternative media is used to create customized solutions for advertisers

BACK LIGHTED UNITS
(BACKLIT)

Advertising structures which house illumination in a box to throw light through translucent
advertising printed on plastic or heavy duty paper for higher visibility, especially at night

BILLBOARD

Large format advertising displays intended for viewing from extended distances. Billboard
displays include, but not limited to: 30-sheet posters, 8-sheet posters, vinyl-wrapped
posters, bulletins, wall murals and stadium/arena signage

COST PER THOUSAND (CPM )

The cost of reaching one thousand potential viewers of an Out of-Home panel. The formula
for calculation: the monthly cost divided by the circulation in thousands

IMPRESSIONS

The estimated number of persons passing an outdoor location on an average day

POINT OF SALE

A check-out counter where people place items they have chosen to purchase from a store,
such as a supermarket or department store

REACH

The number of people, as a percentage of the target population, that are exposed to an
advertising message

RETURN ON INVESTMENT (ROI)

The measurable revenue associated with a specific advertising program

TRI-VISION

An advertising display where, through the se of triangular louver design, copy for three
different advertisers an be displayed in pre-determined sequence of the moving panels
66

This material is exclusive property of TDI. No part of this presentation may be used, shared, modified and/or disseminated without
permission.
© 2011, TDI. All rights reserved.

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