Hettich Casts a Spell at Airports with “The Youngest Magician” Campaign

Redefining Furniture Fittings Through Imagination and Innovation

Hettich, a global leader in premium furniture fittings, has taken a bold step forward in brand storytelling with its emotionally resonant campaign titled “The Youngest Magician.” By expanding the campaign’s reach through an extensive airport advertising strategy, Hettich elevates its narrative from just utility to lifestyle transformation.

In partnership with Times Innovative Media Ltd., the brand rolled out the campaign across Mumbai International Airport, Kolkata Airport, and Indore Airport during September and October 2024, targeting affluent, discerning audiences through high-impact OOH placements in high-dwell zones.

Where Design Meets Emotion

At the heart of the campaign is the story of an 8-year-old boy, discovering the magic embedded in everyday furniture interactions—soft-closing drawers, seamless cabinetry, and elegantly engineered fittings. This creative pivot humanizes the product, turning furniture fittings into emotional experiences, not just mechanical components.

Hettich’s objective is clear: reshape consumer perceptions and position the brand not only as a leader in functional solutions, but as a lifestyle brand that brings emotion, innovation, and design together in a magical blend.

Airports as the Stage for Transformation

The decision to activate this campaign through airport advertising is no accident. Airports provide unparalleled access to NCCS A+ and A segment audiences—the very demographic that appreciates premium, thoughtful interior design.

By selecting Mumbai, Kolkata, and Indore airports, Hettich strikes a strategic balance:

• Mumbai International Airport ensures brand engagement with global and metropolitan consumers.

• Kolkata Airport captures the attention of affluent eastern India travellers.

• Indore Airport targets the aspirational heartland with increasing buying power and lifestyle ambitions.

These touchpoints ensure that the campaign delivers both reach and relevance, establishing Hettich’s position in the minds of frequent, quality-conscious travellers.

Premium Formats for Premium Impressions

Executed through a visually rich mix of large-format static creatives and digital walls, the campaign places its high-style visuals in dwell-heavy areas—escalators, walkways, and baggage claim zones. This not only increases brand exposure time but also facilitates emotional connection through storytelling in motion.

The imagery is clean, aspirational, and brand-consistent. The child protagonist—portrayed with awe and joy—symbolizes the wonder Hettich wants every user to experience. The dynamic execution ensures repeat impact without viewer fatigue.

A Brand That Thinks Beyond Hardware

According to Jiteen Aggarwal, CMO at Hettich, the campaign is about “improving lifestyles”—a declaration that marks Hettich’s shift from product-led marketing to consumer-centric brand expression.

“The brand appears larger than life with marquee advertising formats placed in high-visibility areas. With its stylish imagery and dynamic execution, the campaign enhances the brand’s aspirational appeal,” Aggarwal said. The campaign doesn’t just talk to consumers; it invites them to imagine their homes with a touch of design-driven magic.

Times OOH on Building Impact

Sumit Chadha, Business Head – Airport & City Media at Times OOH, emphasized the campaign’s significance in showcasing how airport OOH can elevate a brand’s stature and visibility.

“Airport advertising is the pinnacle of outdoor media for reaching a global audience,” Chadha noted. “The Hettich airport campaign is a prime example of how outdoor advertising can help brands establish a remarkable presence across India’s leading airports.”

MyHoardings’ Viewpoint: Design-Driven OOH Is the Future

Though the execution was led by Times OOH, the campaign presents a strong case for creative storytelling in premium outdoor spaces. At MyHoardings, we see rising interest in campaigns that fuse design with emotion—especially in spaces like airports, malls, and residential complexes.

Brands looking to emulate Hettich airport campaign impact can work with MyHoardings to launch pan-India airport campaigns tailored for visibility, emotion, and memorability. Contact business@myhoardings.com or call 9953847639 for full-service outdoor advertising support.