Tell us what you think of the new afaqs! design
Ian's being crafted from a first-
thought into something good.
Recently, the Municipal Corporation of Delhi (MCD) lifted the ban on advertising on commercial vehicles. Cashing in on this, Plannet Media, a Delhi-based advertising agency, is all set to turn auto rickshaws into an OOH format.
The agency is in the process of finishing the registration formalities for a fleet of 700 auto rickshaws. Currently, it can offer 25 rickshaws to brands interested in running their ad campaigns.
Discussing ways to capture the attention of any defined TG, Divyansh Batra, director, Plannet Media, feels that there is a need to keep the brand in the public eye constantly. "An auto rickshaw gives a loud, colourful view of a brand to potential customers, at an average of 18 hours of exposure everyday," he says.
 |
The prime spots for advertisement in an auto rickshaw include the hood, backseat, driver's seat, side panels and the top of the front screen, inside. Advertisements displayed inside the auto rickshaw reach passengers who spend about 30 minutes commuting on Delhi roads. Additionally, drivers will hand out brochures carrying brand related information.
Initially, for exterior displays, the agency will use a combination of leatherette and flex. There will be no innovations possible on auto rickshaws, because that would involve altering their shape -- which is not allowed by the MCD.
For advertising purposes, the agency will provide an auto rickshaw for a minimum of three months, at Rs 3,500 per month; while the MCD will be paid a license fee of Rs 600 per month.
The agency also plans to offer monitoring services by taking regular pictures of the ad displayed on each rickshaw.
Batra shares, "A single auto rickshaw can reach as many as 1 lakh people in a campaign of three months. The finest part about our endeavour is the extra income provided to auto rickshaw drivers, which is absolutely tax-free."
The agency is in talks with a leading automobile company for an ad campaign to start early next month.
For the record, Plannet Media is the advertising division of Plannet Esolutions, a three-year old company providing human resource services.
Only time will tell if Delhi's auto rickshaws will transform into a new avatar -- an unconventional, yet cost-effective advertising tool. Keep watching this space for more news on transit advertising.
© 2010 afaqs!From tarun khandelwal, Sun 25 Apr 2010 03:20:26 PM What is the fees that company (planet media) needs to pay to the MCD to allow them to advertise on auto rickshaw ?
From Chitraksh, Tue 03 Nov 2009 11:51:13 PM visit http://www.plannet.in/
From qwert, Tue 03 Nov 2009 04:54:20 PM what is an advertisaing medium Mr Pratap Ch Bhanja,? novelty indeed.
From Akash, Tue 03 Nov 2009 04:48:53 PM Its quite an economic and unique idea and will surely get great response from the advertisers as well as from the auto pliers. But there are two main problems that this move will pose. Firstly, the advertisers will have to be careful about the risk of over-exposure of the brand, since the autos will be leased out for a minimum of three months. This may lead to brand dilution.
The other major drawback would be, with moving advertisements on the road and autos of different colors, there's a possibility that it may lead to distraction on the road and end up with an increased number of accidents and mishaps.
From Rachita, Tue 03 Nov 2009 03:43:40 PM this is nice step taken by plannet media..........how can we i contact plannet media
From Pratap Ch Bhanja, Tue 03 Nov 2009 01:44:44 PM This medium is already there. Sometimes it is just a big vinyl sticker on the back or the entire hood / cover. Brands, starting from local educational institutes, FMCG, to Telecom,; all are using this. Where is novelty? We nned to bring some novelty in an advertisaing medium.
