Digital agency Social Beat has executed a large-scale Programmatic Digital Out-of-Home (pDOOH) campaign for real estate developer Kalpataru at Mumbai International Airport, in partnership with omnichannel advertising platform Lemma.
The campaign was designed around the “Holiday Homecoming” period, targeting high-net-worth individuals (HNIs) and non-resident Indians (NRIs) arriving in India during the festive travel surge. By leveraging programmatic advertising and audience movement insights, the campaign aimed to engage potential homebuyers at key arrival touchpoints through context-aware messaging.
According to the companies, the initiative was deployed across 52 premium digital touchpoints within the airport environment. The campaign sought to combine the large-format visibility of airport digital billboards with data-led targeting capabilities typically associated with digital advertising platforms.
Traditionally, airport advertising has largely focused on broad visibility and branding. However, the increasing adoption of programmatic technologies in out-of-home advertising is reshaping the medium toward more measurable and audience-specific campaigns. Through its integration with Lemma’s infrastructure, Social Beat positioned the campaign as a data-driven extension of omnichannel marketing.
Mr. Tirthankar Ganguly, President and Chief Marketing Officer, Kalpataru, 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 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 needs and the intelligence we demand.”
Commenting on the collaboration, 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.”
