Social Beat has executed a programmatic Digital Out-of-Home (pDOOH) campaign for Kalpataru at Mumbai International Airport, using Lemma’s omnichannel infrastructure to deliver data-led targeting across premium airport inventory.
The campaign marks a shift in how large-format airport advertising is being approached, moving beyond broad visibility-led branding to a more measurable and precision-driven model. Traditionally dominated by large branding agencies, airport OOH campaigns are increasingly evolving into tech-enabled media environments where audience intelligence and targeting play a central role.
Through the integration of its programmatic stack with Lemma, Social Beat delivered a ‘zero-friction’ campaign that blended the scale of airport digital billboards with digital-style audience precision.
Timed around the ‘Holiday Homecoming’ travel surge, the campaign targeted high-net-worth NRIs at the point of arrival using passenger movement insights and context-aware messaging. The activation was rolled out across 52 premium touchpoints within Mumbai International Airport.
Tirthankar Ganguly, President and Chief Marketing Officer, Kalpataru Limited, said: “We are constantly exploring innovative ways to connect with our audience at moments that truly matter. The ‘Holiday Homecoming’ period is especially significant, as HNIs and NRIs return to India with renewed intent. Our objective was to ensure that Kalpataru Limited was the first brand they engaged with upon arrival. By leveraging programmatic DOOH, we delivered a premium, contextually relevant, and fully measurable experience enabling potential homeowners to begin their journey with us from the moment they landed.”
Maanesh Vasudeo, CBO, Social Beat, said: “At Social Beat, our philosophy is to deliver business outcomes. In today’s fragmented landscape, delivering business outcomes requires a successful full funnel campaign that must span multiple touchpoints to stay relevant. By spearheading this pDOOH initiative, we’ve demonstrated that high-impact branding no longer must exist in a measurement vacuum. Using our cutting-edge programmatic solutions alongside Lemma, we have turned premium outdoor media into a natural, high-performance extension of a data-driven strategy delivering both the scale Kalpataru Limited needs and the intelligence we demand.”
Commenting on the campaign, Sidharth Dabhade, CBO, Lemma, said: “Social Beat is a prime example of an agency that understands the future of the omnichannel landscape. Their ability to activate this data-driven campaign via Lemma programmatically proves that precision and performance are now accessible to any agency with the vision to use them. It confirms that agile agencies are leading the charge in delivering high-impact, measurable Digital OOH at scale.”
