is truly encroaching. Out of home looks to catch footfalls and eyeballs at every juncture. Future Media, the media arm of the Future Group, announced an alliance, with Bharat Petroleum Corp. Ltd (BPCL), where television screens will be placed at petrol stations across the Capital.
This initiative was flagged off at the BPCL station at Defence Colony, Delhi. But slowly, these screens will spread across other locations in 7500 other BPCL outlets across the country.
The launch of this media vehicle has been another unique endeavor by BPCL, the company which has pioneered Pure For Sure, branded fuels and a host of other initiatives in petroleum retail marketing in the country.
Speaking on the occasion, Sanjay Krishnamurti ED, BPCL, says "BPCL has always worked on innovations that attract customers and make the buying experience at petrol stations more enjoyable."
The added attraction of the screens is to increase footfalls both at the forecourt of the retail outlets and in the In & Out stores. The medium would be also leveraged to communicate information to the public on oil conservation, safe driving habits and other public service messages. Also, petrol stations attract consumers with wallet powers - since consumers spend a few minutes at the station, the engagement with the media is going to be very rich.
Future Media will manage both content and advertising for the network for the alliance period. BPCL has an Integrated Data Centre at Noida, Delhi which it proposes to use as the network operating centre for the television network. Dasgupta further adds, "We believe in building consumer-brand engagement. Future TV FUEL, a Future Media vertical, is designed to reach out to captive audiences at fuel consumption spaces and will air specially-created crisp content as well as advertisements, giving advertisers engaged audiences."
The attractive large-sized (65 inches) screens placed at prominent positions will further enhance the ambience at the retail outlets and give them a modern and hi-tech look. Screens would also be positioned inside In & Out, BPCL's branded convenience stores, for the benefit of customers who visit them. Advertisers could find this medium very attractive since the dynamic images will offer a distinct advantage over the static outdoor hoardings.
Future Media has recently floated Future Theatre that provides media solutions across INOX chain of multiplexes.