Passport To Affluent Decision Making Consumers

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 as well as airport advertising agency 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 solution

Most experienced and the single largest airport advertiser in India Exclusive rights in 13 airports, 22 DMRCs and key luxury malls in Delhi Pan-India presence with 22 offices and over 500 satisfied customers

1986

1987

1992

2003

2005

2007

2009

Commences Airport Advertising business from New Delhi

Participates and Wins Advertising Rights for first ever AAI tender

Expands to Key metro Airports in India

Starts TDI Media Services An Outdoor Advertising Agency

Forays into Advertising at Delhi Metro Railway Stations

Launches MAD The Internet & Mobile Advertising Agency arm

Establishes Vista Retail to grab the Mall Retail Advertising opportunity

Integrated Business Model providing extensive range of OOH media services

Pioneer & largest airport advertising company in India Exclusive advertising rights for 11 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 Exclusive advertising rights of 22 Delhi Metro Stations 750 advertising sites spread across strategic locations 5-year long contracts ensuring sustained visibility & assured service Long term retail advertising contracts at 4 of the largest luxury DLF malls in Delhi [180] advertising sites spread across aesthetic locations . 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 Over 40 key clients and 680 websites across the Internet & Mobile advertising domain Strong international relationships with major Ad Server networks

TDI Airport Advertising

TDI Metro Advertising

TDI Vista Retail

TDI Media Services

MAD

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 13 airports, 22 Metro Stations and 4 luxury malls in its portfolio
Exclusive rights to advertise at: 13 Airports 22 Delhi Metro stations 4 DLF Malls Also provides mobile and internet advertising services

North West Ahmedabad Vadodara Pune Goa Jaipur Jammu Amritsar

22 offices serving clients in every part of India

Clients can roll-out a campaign nation-

wide without any implementation challenges

East Kolkata
TDI Offices Airports under TDI Metro Stations under TDI

All round visibility, diverse options and

real time service to the clients

South Chennai Calicut Tirupati Cochin Trivandrum

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

AIRPORT >
PASSENGER TRAFFIC (In MN) YOY GROWTH (2010-11)

KEY GROWTH DRIVERS >

CHENNAI

14.4%

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

KOLKATA

19.7%

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

Passenger traffic at TDI Airports is poised to witness strong growth (2/4)

AIRPORT >
AHMEDABAD
PASSENGER TRAFFIC (In MN) YOY GROWTH (2010-11)

KEY GROWTH DRIVERS >

Major commercial hub in Gujarat, one of the fastest growing and business-friendly states in India 14.7% In 2010, the Forbes magazine rated Ahmedabad as the fastest growing city in India, and third in the world

COCHIN Strong industry hub, ranging from ship building to handicrafts and petrochemical refining to international spice trading 11.9% Destination for roaring in vogue spiritual & health tourism

TRIVANDRUM

Largest, most populous city in Kerala. Houses many government offices and Science & Technology institutions 8.3% IT hub, with over 80% of the state's software exports

Passenger traffic at TDI Airports is poised to witness strong growth (3/4)

AIRPORT >
JAIPUR
PASSENGER TRAFFIC (In MN) YOY GROWTH (2010-11)

KEY GROWTH DRIVERS >

Major business centre and largest exporter of Gold, Diamond and Stone Jewellery in Asia. Also popular for heritage tourism 8.7% 8.7% Ranked 31 among the 50 Emerging Global Outsourcing cities

PUNE One of the fastest growing airport in terms of traffic in India. Has the highest per capita income in the country 24.8% 24.8% Emerging as a IT hub (such as Infosys ,Wipro, TCS, Cognizant, and IBM) and manufacturing companies GOA

One of India's richest states with the highest GDP per capita (two and a half times that of India) 17.2% 17.2% Tourist paradise of India, Goa is renowned for its beaches, places of worship and world heritage architecture 8

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

AIRPORT >
CALICUT Main commercial city of Kerala. Centre of trade for commodities like pepper coconut, coffee, rubber, lemon grass oil etc. 10.5% 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
PASSENGER TRAFFIC (In MN) YOY GROWTH (2010-11)

KEY GROWTH DRIVERS >

VADODARA Major commercial hub in Gujarat, one of the fastest growing and business-friendly states in India 19.5% Has many large-scale industries such as Reliance Industries, ONGC, GAIL, General Motors, ALSTOM, ABB, Philips etc.

Overall 10.65% growth in air travelers through TDI Airports across India in April 2011 vis--vis April 2010 16 % of Indias SEC AB Urban Male 25-55 population numbers (primary decision makers) travel through TDI Airports every month.
9

TDIs Airport have a significant National Reach

Airport-Wise Reach (% of SEC AB Males in the City)

Very High Reach with Multiple Exposures

High Reach with Multiple Exposures

Medium-High Reach

Source: Airports Authority of India w.aai.aero/traffic_news/apr2k11annex3.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

10

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 Monthly Passenger Traffic 70% of monthly passenger traffic Cost per thousand (in INR) INR 60 Lakhs 2,06,67,113 17,22,259 12,05,582 4,977

Cost per thousand (CPT) (in INR)

The cost per thousand impressions to reach the same target group for TDI Airports is lower than Mumbai and Delhi airports and high end magazines

~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) INR 43 Lakhs 1,99,95,453 16,66,288 11,66,401 3,687

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

~4 times the cost of TDI airports

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 TDI adopted the creative as Contract Signed per display size and got the clients approval 9:00pm; 31-May-2011 Creatives printed and sent to Chennai , Kolkata Ahmedabad 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

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

Pictures of installed displays sent to client

Installation as well as quality check complete

12

TDI has the fastest execution time (2/5)

Execution Excellence Case Study: Client Jindal Steel & Power

City : Chennai

Location : Check In Area

13

TDI has the fastest execution time (3/5)

Execution Excellence Case Study: Client Jindal Steel & Power

City : Kolkata

Location : Domestic Departures

14

TDI has the fastest execution time (4/5)

Execution Excellence Case Study: Client Jindal Steel & Power

City : Pune

Location : Domestic and International Arrivals

15

TDI has the fastest execution time (5/5)

Execution Excellence Case Study: Client Jindal Steel & Power

City : Ahmedabad

Location : Security Hold Area

16

TDI is Passionate About Quality, Service and Support (1/2)

1. Dedicated Ideation (Pre-Sales) Team that Focuses on Client Innovation

High quality 5-member 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
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 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

Key Airport Survey Results

It is important for me to be well dressed I dont mind spending on expensive brands I love to buy new gadgets and appliances Designer label improves a persons image Willing to pay extra for good quality products

66% 52% 59% 59% 61%

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

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 Indias Urban Male Population Represent the Rich and Middle Class Segments
Rich Middle Class Bottom of the Pyramid
330 Mn Urban population 11% (35 Mn) 41% (136 Mn) 48% (154 Mn)

Top 15 Airports in India By Passenger Traffic

Rank City 1 2 3 4 5 6 7 8 9 Delhi Mumbai Chennai Bangalore Kolkata Hyderabad Cochin Ahmedabad Goa Pune Trivandrum Calicut Guwahati Jaipur Coimbatore Traffic April 10Mar 11) 29,942,888 29,071,913 12,049,679 11,592,265 9,631,672 7,602,998 4,340,736 4,043,475 3,080,037 2,808,939 2,526,885 2,059,979 1,934,750 1,655,212 1,243,823 4 Year Traffic Traffic April 11Growth Jun 11) 9.4% 7.6% 9.3% 11.8% 12.3% 9,001,352 7,731,518 3,257,683 3,225,949 2,592,682 YoY Growth (%) 23.2% 6.8% 9.6% 11.3% 11.8% 13.0% 11.0% 16.0% 13.6% 12.4% 5.8% 9.4% 14.4% 7.8% 12.2%

1,600

Translating Into Increasing Passenger aircraft movements in India

2.8X 1,394

8.7% 2,084,863 18.4% 14.9% 12.8% 14.5% 15.3% 12.5% 16.9% 33.6% 10.3% 1,196,870 1,123,761 748,884 780,016 681,020 594,196 491,173 429,028 357,442

1,400 1,200 1,000 800

12.1% CAGR

10 11

in 000s

600 400 200 0

500

12 13 14

FY02

FY03

FY04

FY05

FY06

FY07

FY08

FY09

FY10

FY11

15

20

 Airports are emerging as future advertising hub

Benefits of Airport Advertising Airports - rising presence of mass brands Growing passenger aircraft fleet in India
706

121

Source: network2media.com poll report

21

.Airport ads have better recall value due to high dwell time and focused viewership
Average Dwell Time at Airports Domestic Departure: Business
2-5mins 5-10 min 5-10 min 15-20 min 5-10 min Travelers spend significant time at the airport.

55 min Domestic Departure: Leisure

5 min 5-15 min 10-15 min 35-45 min 5-10 min

Airport ads have focused, compelling viewership as there is no escape route According to a A.C.Neilson survey, 73% of travelers glance at ads /

90 min International Departure: Business

5 min 5-20 min 10 min 1-1.5 hrs 10 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 30-40 min 10 min 1.5-2 hrs 10-15 min

3 hrs

This compares well with traditional media such as TV and radio where the consumer is exposed to an advertisement for less than a minute
Source: A.C.Neilson Research

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

72% of travelers are the Senior executives / officials

Airline passenger traffic consist of a very affluent class of people

High propensity to consume top end goods and services

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

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

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
Passenger Traffic At Tier 2 Airports Growing the Fastest in the Country
TDI Airports Non-TDI Airports

Higher growth in passenger traffic in Tier II cities Cost effectiveness and better value for money Airport advertising in Tier II cities to see higher growth compared to metros Key markets for growing consumerism
Source: AAI, network2media.com poll report

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

Emerging as industrial hubs or tourist destinations

Survey result: Does advertising in smaller airports offer better value for money?

24

25

TDI has advertising rights at 22 densely populated Delhi metro stations

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

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

2. Inderlok
5
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

4 2 1
TDI owns assets in 22 stations in these regions

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

Average daily commuters of Delhi metro (lakhs)

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 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 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

30

Advertising rights for 4 premier DLF Malls located in prime areas of New Delhi (1/2)
DLF Emporio- Indias first designers mall KEY FEATURES OF MALLS >
With its gilded corridors, this mall is globally rated as one amongst the Most Premium Commercial Arena Houses TOP 72 Luxury International Brands and Indias most spectacular restaurants

DLF Place, Saket, Delhi

Ideal South Delhi Shopping arena offering best Brand outlets, with Ample Parking space Houses a 6 Cinema Multiplex and therefore attracts extremely high footfall

31

Advertising rights for 4 premier DLF Malls located in prime areas of New Delhi (2/2)
DLF Promenade KEY FEATURES OF MALLS >
New Delhis premier architectural land mark creations

A shopping paradise that ensures availability of all Brands through 120 existing Retailers

DLF Hub
Hosted numerous International Fashion & Sporting Events

Interlinks New Delhis two best shopping arcades namely DLF Emporio and DLF Place Vasant Kunj A Musical Fountain and high visibility Barco LED Screen makes ideal surroundings for huge gatherings and cultural events

32

With rapid increase anticipated in footfalls, advertising in malls is a sought after proposition
Mall culture in India is still in its evolutionary stage with substantive growth potential Factors supporting malls in India Youths bent towards malls:
~65% of Indias population is <35 years of age. Youth prefer shopping in malls rather than in the local markets.

Benefits of mall advertising High Advertisement Recall

74% of viewers recall at least 3 advertisement. Average ad recall is 45% of viewers Average time spend /day at Malls is 1 hr 42 min. Long dwell times give active shoppers extended exposure time to advertising displays Mall ads reach consumers at point of purchase Target consumers who are in buying mode Eye popping, full color backlit displays Positioned at eye level, in a clean & uncluttered environment Availability of large space to convey the brand message In some cases an advertiser can dominate a specific area of the mall by using a combination of advertising formats

Presence of multiplexes:
With ~70% of people preferring to watch movies in multiplexes, the footfall in the mall increases.

Target consumers in buying mode

Complete entertainment package: Malls offer

entertainment, shopping, food and thus a source of complete entertainment.

Low clutter media

33

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

Touch Screen Display First Full Pillar Branding Innovative Product Showcasing

Conveyor Belt Display Backlit With Trivision

Innovative Digital Displays

TDI has continuously worked on innovations to improve the brand recall for its clients
34

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
35

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 TDIs 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

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 Ad-spend.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
58

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 Advertising: Medium wise share (2010)

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

59

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 Globalization and urbanization Companies focus on localisation
to improve connectivity with the customers leading to higher airport traffic and footfall in malls OOH Media

Increase in time spent outdoors by

people leading to more eyeballs

at Airports at Railway Stations

Bus shelters Taxi toppers

Expansion to Tier II-III cities, where the

next wave of consumerism is expected to emerge

OOH Advertising Industry

Growth of OOH Advertising Industry in India Availability of desirable sites due to

infrastructure development (e.g. metro, flyovers)

Digitization and other innovations

increasing recall, flexibility & cost efficiency

Source: PricewaterhouseCoopers

60

IMF forecasts emerging economies to outperform advanced ones

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

61

India the place to be in!

12th largest economy in terms of real GDP, 4th largest on PPP basis, second fastest growing economy FDI inflows in 2009-10 totaled $25.9 bn, inflows during Jan-June 2010 were $5.8 bn Ranked third in AT Kearneys FDI Confidence Index (2010) India will outperform its BRIC rivals in terms of GDP growth post 2015

2010

2015

Real Growth % 2006-2015 2015-2020

China 7.7 5.4

Brazil 3.9 3.8

Russia 4.3 3.2

India 6.6 6.0

2050

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
Almost ideal demographics to complement growth Explosion in aggregate consumption Government reforms Thrust on infrastructure spending Increasing corporate capital investments
1.1

India GDP ($ tn)

38.3

35X

1.9 2015e

4.4

Source: IMF

2007

2025e

2050e

62

Rising infrastructure investment boosts growth

Infrastructure spending in India Sector-wise Infrastructure spending (2010-2019)

Source: Planning Commission, Goldman Sachs

Despite Indias 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% Indias 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

63

Explosion in consumption to be the key driving factor for advertising

Aggregate Consumption in Real terms (INR tn)

4.1X

70

34 10 17

Rapidly rising household income Income pyramid changing rapidly, rise of strong middle income class Expected to volt India into premier consumers market Explosion in aggregate consumption from INR 17 tn in 2005 to INR 70 tn in 2025E

1995

2005

2015e

2025e

Household Liability as % of Disposable Income

140% 100% 100%

Penetration of credit cards, insurance, home loans, etc are low in India and offers a tremendous opportunity Rural India is still an untapped opportunity Financial savings to rise from $200 bn currently to $660 bn by 2017 India Inc and consumers will borrow more

INDIA 35% 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
64

Emergence of India as a prime outsourcing destination also fueling air travel Major Global players like GE,
Microsoft, British Airways, Aviva, World Bank are outsourcing operations to India

New International

Brands rapidly
entering Indian Markets Rise in Knowledge

companies have R & D Centers in India

100 of the Fortune 500

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

based outsourcing operations like

Growth of Indian Tourism

Growing Indian Consumer PPP

2010 a CAGR of 30% over 2003

India R&D will grow to $ 8bn by

India outsourcing market $34.1bn and

growing at a CAGR of 29.5%

outsourcing services market

India captures 11.5% of Global

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

Global Automobile Manufacturer with Indian

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

increase over 2005-06

30,000 Expats working

in India

As large global organizations are setting businesses in India as outsourcing centers for some of their operations, airline travel has greatly increased
65

Next Generation Cities also emerging as hotspots

Megacities:
Nations largest population centres ( > 5mn) Largest market in terms of: Household income (> $5,260) Total consumption expenditure (> $3,170)

590 million people will live in cities by 2030, nearly twice the population of the United States today
Source: McKinsey Global Institute, 2010

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

Significant Contribution of These 16 Cities to Indias Growth

10% of Indian population 31% of disposable income 21% of total spending 55% of total urban income Megacities alone account for 45% of urban expenditure 7% of population in these cities account for 25% of countrys income

Niche Cities:
Small Population (< 2mn) Household expenditure as big as Megacities ( > $3,355)
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
66

Rapid evolution of the Indian aviation sector in the last decade

Scheduled airlines : Distance flown (mn km)

199

710*

2010
39 123

Non scheduled airlines in operations

Number of aircrafts

225

735

Passenger handling capacity at airports

66 mn

235 mn

Number of Operational airports

50

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

67

Indian aviation sector an over-view

International including JVs (14) Domestic airports (81) Custom airports (8)

AAI managed (128) Airports in India (136) Non-AAI (8)

Others

Civil enclaves (25) Market share of domestic carriers (May 2011)

Low Cost Carriers rapidly capturing market share

Source: DGCA, AAI

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 68

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 Drivers for Growth in Airport Passenger Traffic
Seat factors of domestic carriers (%)

The sector has been more liberal and investor friendly

since 2004
Passenger aircraft movement has grown 2.8x since

2002

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

69

Glossary

TERM ALTERNATIVE MEDIA BACK LIGHTED UNITS (BACKLIT) BILLBOARD

DESCRIPTION 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 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 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 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 The estimated number of persons passing an outdoor location on an average day A check-out counter where people place items they have chosen to purchase from a store, such as a supermarket or department store The number of people, as a percentage of the target population, that are exposed to an advertising message The measurable revenue associated with a specific advertising program 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 70

COST PER THOUSAND (CPM ) IMPRESSIONS POINT OF SALE REACH RETURN ON INVESTMENT (ROI) TRI-VISION

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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