LogiTrans Pvt. Ltd (BTLogi), the logistics solutions division of the HG Khaitan Group, plans to use its trucks and trailers for another purpose. The company is offering advertising space on its mobile trucks and other vehicles. It offers a mix of route, design and size for branding to prospective clients. The outdoor media solutions business was started a month ago.
Rohit KhaitanThe OOH business is growing by leaps and bounds and truck branding is largely unexplored in India, even though the country boasts the largest road network - 3.3 million kilometres - in the world. BTLogi's vehicles cover all the 228 highways in the country and are now open for advertising opportunities. Highways constitute only 2 per cent of the total Indian road network, but carry about 40 per cent of the total road traffic.
In a conversation with afaqs!, Rohit Khaitan, managing director, BTLogi, says, "Since a majority of the Indian population travels by road, truck advertising can prove to be an ideal medium for brands. BTLogi owns about 1,500 properties, including trucks, trailers, small mobile vans and covered vehicles."
International examples of innovative truck brandingThe trucks and trailers have average ad display sizes of 20 feet x 10 feet and 40 feet x 10 feet, respectively. Both vehicles have ample space for branding, including at their rear ends (8 feet x 8 feet). These vehicles zip through highways which are strategic locations to attract customers from all walks of life. Also, advertisers will have a long list of routes to choose from and this will ensure larger brand visibility.
The company is open to the idea of taking creative agencies on board for innovations on truck advertising to match international advertising standards, though this decision will be based on clients' advertising requirements.
Recently, the company carried out a truck branding campaign for Honda Motor's Accord and City car models. Khaitan also sees prospective advertisers in the telecom sector. He adds that the company will be associated with promotional campaigns in rural areas, where it will rely heavily on audiovisual displays on modified vehicles.
The spokesperson did not disclose the costs for advertising on the vehicles, but revealed that the vehicles will be equipped with global positioning system (GPS) devices for tracking and advertisers will be charged on the basis of kilometres covered.
For the record, BTLogi has a corporate office in Gurgaon with branch offices in Chennai, Bengaluru, Hyderabad, Pune, Aurangabad, Mumbai, Cuttack, Rourkela and Patna.First Published : September 24, 2008