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Nyayabhoomi, an NGO working with auto-rickshaw drivers for the betterment of the public transport system in the national capital region (NCR), has come up with an initiative called the ‘Autorickshaw Star Club’ (ASC). Through this initiative, the NGO will offer auto-rickshaw branding opportunities to advertisers.
The NGO has been working with auto-rickshaw drivers since 2002, to help address their problems. Around 8,000 drivers are registered with it.
For this initiative, it has tied up with approximately 1,000 auto-rickshaws for this initiative; and 500 more will be added each month after April.
From the advertiser’s’ perspective, this is a CSR (corporate social responsibility) activity , as the primary objective is to offer auto drivers a better living, and provide better services to commuters. Considering that the Commonwealth Games are round the corner, this is also an effort to bring about a change in the way people travel in auto-rickshaws.
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The NGO, along with its partner, Shades of Yellow (SOY) Communications, a brand communication agency, has been working on this project for the past three months. Diya Singhal, CEO, SOY Communications, says, “A part of the revenue that will come from this effort will be used for providing education for the children of the auto drivers, and also an insurance cover for the drivers.”
For starters, the soft top of rickshaws will be replaced with hard tops, the backs of which will be fitted with a 3 ft x 2 ft LED screen. The sides will be fitted with 2ft x 1 ft LED screens, and all three spaces will be made available to advertisers. The initial investment for this will be made by Nyayabhoomi, which is also looking for partners for this. The cost of modification per vehicle would be around Rs 8,000-10,000.
ASC will also ensure that the drivers are courteous and properly dressed. To become part of this initiative, drivers have to register with the ASC, following which they will also be trained in rules and etiquette.
Branding will be offered on 75 per cent of the exterior and 100 per cent of the interior of the auto-rickshaw. Inside the rickshaw, brands can place pamphlets, brochures, and so on in specially created pockets. These rickshaws can also be used as brand activation points, where semi-educated drivers could help in the process. For example, for a telecom company giving away free SIM cards, the drivers could help the passengers to fill the forms.
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Initial estimates suggest that advertisers will have to shell out around Rs 120 per day per auto for the branding. However, a minimum quarterly commitment for 100 rickshaws will be needed.
ASC is already in talks with telecom, finance, insurance, consumer durables and other mass consumption brands for this. To start with, Delhi will be the focus market, but going forward, ASC will try to replicate the same model across the country. Singhal adds, “This is a great branding idea and may work well in a number of other cities.”
She adds that while the feedback received has been positive, one fear in the minds of clients is the maintenance and monitoring of these rickshaws. However, she assures, “Rickshaw drivers will report to the office once a week for updates and a report will be given to the client.”
© 2010 afaqs!From personal finance software, Tue 10 Aug 2010 07:40:52 PM Thanks for this
information
From mbt shoes, Tue 03 Aug 2010 01:40:12 AM So much information, and cleanly written piece. I am very lucky to get this information from you.
From Rakesh Agarwal, Mon 18 Jan 2010 09:53:31 PM This story pertains to NyayaBhoomi of which I am the Secretary (Functional Head). Queries are answered as follows:
Rakesh, no need to ask traffic police because Supreme Court has already dealth with the issue of traffic hazard in its order dated 12.10.2007.
Vinod, autorickshaws visit our offices every week and we ensure they are clean and adverts are pasted properly on them. In case of an issue, we change the advert or retrain the driver.
Virender, about distraction, please see the answer given to Rakesh above.
Vikram, I agree with you. Well said!
Sudhakar, Santosh, Pranjal, Sam - thanks.
Sripad and Puneet, please contact me to discuss. You can find my contact details if you google for our website.
Thanks to all. Regards / Rakesh
From Sanchit Bhamri, Mon 13 Apr 2009 02:05:51 PM It Seems New Innovation A great Concept but the Tata Neno May be New Competitor of Three Wheeler Auto World.
From vineet singh, Fri 03 Apr 2009 02:09:14 PM It seems effedtive medium but have you checked visibilty of moving images in travelling auto, during day time
regds
Vineet
From vikas khandelwal, Sun 22 Mar 2009 06:50:40 PM hi Divya,
It is very innovative and cost effective in terms of advertising..... but..... do you think if will cause of accident....
From Puneet Kumar, Wed 18 Mar 2009 01:18:34 PM Great Concept, I have also prepared the sample for it, but our display material was vinayl. Due to few terms with D T C & M C D, it did'nt worked out. I also join this concept, How is it possible???
From c j rao, Wed 18 Mar 2009 12:56:16 AM from C J RAO
Ms. Divya
This is a wonderfull concept, hope this should take lead in tourism places. Many companies should encourage this.
From vivek Sharma, Sun 15 Mar 2009 08:25:40 PM CSR? Great ! So i hope the basic expecation of an auto customer - no arguement on fare and directions - a pleasent ride to destination is guarenteed. Eh?
Next time another wolf says CSR i shall puke on the screen.
From santosh mandal, Sat 14 Mar 2009 02:11:16 PM its good initiative in innovative way.........would work out effectively...LEDs are contributing factor for environment too..
From sam Caleb, Fri 13 Mar 2009 04:13:03 PM Divya ....innovative idea..hope to see something more from u in near future.
it would definitely a nice experience for the people who prefer to travel by auto-rickshaw....and...would provide them much more comfort..
My best wishes to u & ur team And also to the NGO..
From Pranjal, Fri 13 Mar 2009 01:03:56 PM Hi Divya,
Good effort, However would like to know, how would you monitor the effectiveness?
Pranjal
From Sripad Raj, Fri 13 Mar 2009 11:05:17 AM Divya,
This is real coincidence. We are working on the same concept at Hyderabad. The only difference is that our concept is not on LED but on Printed stickering. But the Road Transport Autorities and Traffic authorities are still taking time to approve and let us to start the business. My only quiery is how do you manage to supply power to the LED's as autos will have no maintainanace and some even do not have batteries? In case of presence of battery, 12V of battery is not sufficient for the additional power required. If possible clarify, and any assistance from us at Hyderabad, u can let know.
From Sudhakar Sharan, Fri 13 Mar 2009 08:57:47 AM Divya,
Gr8 effort.....really a new avenue for OOH advt.........but as per my understanding since the display size is not very big numbers of dispaly will be very important..and that can come by geeting more of the auto drivers registered at ASC.....just a suggestion.....kuddos to you and your team..!!!
Sudhakar
From Niyant Lohokare, Thu 12 Mar 2009 06:35:20 PM It seems very innovative medium of communication.Since it is innovative it will defenetly catch attention.In India Auto is one of prefered mode of punlic transport. LED on auto rikshaw media owner can also tie up with leading 3 wheeler manufactureing compines like Bajaj,Piggio,Mahindra,TVS etc.
From Vikram Russell, Thu 12 Mar 2009 05:42:40 PM I am part of a similar activity in which we provide content for screens in local trains in Mumbai.
I think this is a great initiative for the OOH space, and the plan should prove successful. Public transport in Delhi is far from ideal I hope this activity generates some funds to help Auto drivers to charge according to the meter (and not some random price).
Divya, I wish you and your team good luck for this initiative and hope you guys don't face many roadblocks.
Cheers!!
Vikram Russell
From Diya Singhal, Thu 12 Mar 2009 02:56:17 PM The MCD guidelines do not allow any motion on the hoardings. Therefore the branding will be static but backlit.
As for maintenance, Nyayabhoomi has been working with auto-drivers in Delhi for over 6 years now. Our NGO connects with them by helping to bring about a psychological change in the attitudes of these drivers. Because we are not offering any cash benefits to our drivers, but work towards uplifting their standards of living in other ways, only those drivers who relate to our cause register with us. Most our drivers believe changing the face of public transport in Delhi would in turn mean changing their very own image. As an added advantage, our drivers will report to our office once a week and an upkeep report will be submitted to the brands periodically.
From Virender, Thu 12 Mar 2009 01:18:15 PM Hope the Regional Transport Office allows this kind of advertising, keeping in view the distraction level to the driver behind the vehicle.
From Vinod, Thu 12 Mar 2009 12:58:08 PM Auto driver are really bad driver... Who will be responsible for broken screen??? Maintenance is big issue... Very difficult to work this thing out in India..
And soon the screen will get dirty due to excessive traveling and brand will NOT be visible..Nothing Mentioned on that front
From rakesh kumar, Thu 12 Mar 2009 11:05:23 AM Interesting concept but there is a basic flaw that I can make out. Imagine several thousand autos travelling around with moving images on the back. Have you asked the traffic police if they would allow it? They would be okay with still images but moving images would be a hazard for other drivers, even without sound.
From sudhir nehru, Thu 12 Mar 2009 10:52:57 AM Divya,
it sounds very cool !!
Sudhir
