Mauritius: TIM Global Celebrates Five-Year Advertising Journey With The National Airport

TIM Global, the international subsidiary of Times OOH, is celebrating the fifth anniversary of an exclusive ten-year advertising partnership with Sir Seewoosagur Ramgoolam International Airport (SSRIA) in Mauritius.

The landmark concession marked what the company describes as the start-up phase of its expansion.

TIM Global participated in the advertising tender in 2017, the first time it had attempted to enter the international airport sector. The contract, which took effect on 1 July 2018, was due to run until 2028. However the company was awarded a two-year extension until 2030 due to the temporary closure of the airport during the pandemic.

The agreement enabled the company to operate the advertising space across the airport, including parking and outdoor spaces. It has subsequently delivered a wide-ranging advertising portfolio including 110 static and 45 digital sites strategically positioned at key touchpoints of the passenger journey through the terminal building.


TIM Global Business Head Dev Dutt Das tells The Moodie Davitt Report: “Establishing a business from scratch in a new country presented a dual experience of challenge and excitement.

“Our beginning into the Mauritian market required a profound understanding of the local laws and the prevailing ways of conducting business, which were often significantly different from what we were accustomed to, especially the Indian market.

“We had to entirely rethink our go-to-market strategy, considering the unique local dynamics and competitive landscape.”


TIM Global’s first campaign with the airport featured the World Hindi Conference in August 2018, helping enhance the visibility and impact of this event among arriving delegates.

Throughout the contract period, TIM Global has executed more than 120 campaigns for a diverse range of about 90 brands from across different sectors. These include banking, financial services and insurance, real estate, tourism, leisure and hospitality, and the auto industry.

TIM Global has introduced a range of innovative campaigns during its contract {Image courtesy of Times OOH}

Brands that have been showcased across key media platforms include Absa Bank, Marriott Hotels, Renault, Audi, Mastercard and Visa.

One of the company’s notable initiatives includes the sponsorship of top-of-the-line Dyson Hand Dryers in the passenger washrooms.

Additionally, it has installed a network of TVs strategically placed to provide entertainment and news updates.

Das comments: “By focusing on passenger conveniences and entertainment, we go beyond traditional advertising to make a positive impact on the overall airport experience. These initiatives reflect our commitment to enhancing the journey of every traveller and showcasing our dedication to providing value in various aspects of their time at the airport.


“With our unwavering commitment to quality, innovation and customer satisfaction, we look forward to introducing more initiatives that add value and elevate the airport experience for travellers in Mauritius.”

TIM Global says it is committed to creating memorable passenger experiences. As reported, it conceptualised and executed a month-long ‘Football Fever’ event at the airport to coincide with the FIFA World Cup Qatar 2022.

The event kicked off on the day of the FIFA World Cup’s opening match (20 November 2022), with music and celebrations, dancers, mascot interaction with children, a bespoke event-related photo booth and an MC engaging passengers with trivia games and prizes.

The ‘Football Fever’ event dominated Mauritius Airport during the whole month of the FIFA World Cup Qatar 2022

To hype up the festivities, the company installed large-screen TVs at key locations in SSRIA’s departures and arrivals areas and outside the airport. Departing passengers also had the opportunity to play a game on a Foosball table in the screening area.

More recently, it organised a grand celebration to commemorate Mauritius’ 55th Independence Day. The airport featured an array of cultural attractions, such as dance performances by local artists representing various ethnic groups and regions of the island. The event also showcased the island’s culinary heritage.


Das says: “These events and activations not only entertain and engage passengers but also serve as a window into the vibrant culture and traditions of Mauritius. They create lasting memories and leave a positive impression on visitors, showcasing the warmth, diversity and hospitality that the island is renowned for, turning captive audiences to captivated ones.”

TIM Global notes that its partnership with the airport has provided an opportunity to introduce its brand and establish an entirely new media format in a location where airport advertising hardly existed.

Das observes: “In an industry where advertising budgets are typically locked in well in advance, commanding premium prices for airport media was an extraordinary feat. It required not just an understanding of the unique value proposition of this advertising medium, but also the ability to communicate that value to a sceptical market. It was akin to pioneering a path in an uncharted territory.”


Harsh COVID impact
It has not all been plain sailing. The COVID-19 pandemic brought international travel to a standstill with the company suffering the brutal impact of the airport’s closure but the post-reopening phase, starting in October 2021, marked a turning point, Das recalls.

“As travellers began to trickle back, we adopted a determined and focused approach, encapsulated in our mantra to ‘sustain, stabilise and surpass’. This was not merely a slogan but a driving philosophy that guided our every move.

“Taking the challenge head-on, we actively sought out opportunities, rekindling relationships with dormant advertisers and forging new connections. The rebound was not just a return to normalcy; it was a resurgent growth phase, energised by a renewed sense of purpose and determination.”

Advertising is an essential part of the airport terminal’s vibrant retail area

The company cites its deep understanding of the local market as an advantage that enabled numerous brands to connect with their target audience in meaningful and impactful ways.

“We have also recognised and capitalised on the rich socio-economic synergies that exist between our nations, allowing us to foster a cross-cultural exchange of advertising campaigns,” Das says.

“Times OOH Mauritius has been instrumental in showcasing Indian campaigns in Mauritius and vice versa, creating a bridge that connects the dynamic advertising landscapes of both countries.”

Looking ahead, the company has revealed its plans to continue delivering innovation and creativity to Mauritius’ advertising landscape.

The company’s recent campaigns included this one for World Population Day, aiming to raise awareness of global population issues

Das says: “As we look ahead, the future is indeed digital and we are devoted to staying at the forefront of this dynamic shift in the advertising landscape.

“We have exciting plans to enhance the visual experience at the airport by introducing two large format video walls in the coming months. These impressive screens, measuring a massive 9m x 3m, will become the largest indoor video screens in Mauritius.”

The company highlights its ambitious goals for the airport’s advertising landscape such as upgrading other static media assets to digital platforms. It noted that this strategic move will add more vibrancy, dynamism and interactivity to the airport.

Das concludes: “Times OOH Mauritius is proud to have played a significant role in this process, fostering a cross-cultural exchange of ideas and showcasing the best of both Mauritius and India. We will continue to push boundaries, embrace innovation and deliver exceptional campaigns that resonate with diverse audiences.”


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