The journey is as important as the journey, they say. Similarly, Airports are all about experiences and travel retail is a therapy that many passengers do not wish to miss.
International passengers departing and arriving at major airports in India have witnessed fascinating retail moments in the past years.
Ospree Duty Free, the travel retail partner at Mumbai International Airport has created an interesting experience with noted spirits brand Monkey Shoulder.
The seamless experience well titled “Liquid on Lips” begins with passengers being chauffeured in Monkey Shoulder-branded buggies.
Upon reaching the duty-free shopping area, passengers were treated to a complimentary Monkey Shoulder beverage shot, kicking off a dynamic in-store experience filled with interactive elements and brand engagement.
A seamless communication with a voucher distribution mentioning FREE Monkey Shoulder Shot, tent cards at the bar and restaurant are some of the specific touchpoints for educating passengers to this one of a kind experience.
The activation featured a giant mixer truck pulsating a live DJ spinning a specially curated Monkey Shoulder playlist to bring festive vibes to the terminal.
Shoppers were gifted with branded coasters, immediately grabbing attention and setting a lively atmosphere.
Editor’s Note
Mumbai Travel Retail Private Limited (MTRPL) is a JV between Adani Airports and The Flemingo Group, one of India’s earliest players in Indian Duty Free and Travel Retail business since early 2000s.
Ospree Duty Free, (operated by MTRPL) is the largest duty free operator in India, with a presence at Adani Group-managed airports located at Mumbai, Ahmedabad, Amritsar, Lucknow, Jaipur, Mangalore and Trivandrum.
The passenger traffic from Indian airports has doubled from 162 mn a decade ago to 376 mn in FY 24, led by massive airport expansion and connectivity to Tier 2/3 towns.
The Indian Travel Retail market is currently estimated to be INR 21,470 Cr (USD 2.47 Bn), which includes duty-free and duty paid business.
PS: Consumption of alcohol is injurious to health. Do not drink and drive. Drink Responsibly.