radio venture of the Anil Dhirubhai Ambani Group (ADAG), Big 92.7 FM, has forayed into the out-of-home business with its newly launched business division, Big Street. It plans to tap revenues through the acquisition and marketing of out-of-home inventory across 12 cities in the first phase, including Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Vadodara and Pune.
The company has acquired the advertising rights for displays at Delhi Metro stations and these will soon be available to advertisers. The company is all set to work with local governments and city municipalities as well for the provision of better street furniture. "After all, street furniture is extremely essential for the character and outline of a city," says Bhokare.
Tarun Katial, COO, Big 92.7 FM, says, "In the international market, radio and outdoor offer efficient advertising solutions - this move by our organisation will bring more professionalism and transparency in the category. We are looking towards providing our clients a 360 degree approach, and this is a step ahead in that direction."
Out-of-home is one of the oldest industries and, according to various estimates by large organised players in this field, the market stands at a size of Rs 900-1,000 crore. Bhokare says, "The market has always been unorganised and fragmented in the country, but with the entry of international and large organised players, the scenario seems to be changing. A lot of investment is being made in the quality of products offered to clients, and the business is simply not limited to billboards - with a market that is gradually evolving into an organised one, the bar is set to rise."