afaqs!

Big Street experiments with India's first AC bus shelter

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | December 15, 2008
The Reliance Big Entertainment subsidiary will maintain the AC bus shelter in Bengaluru for five years

Bus & #BANNER1 & # shelters are an evolving medium for OOH advertising. The latest innovation comes from Big Street, a subsidiary of Reliance Big Entertainment, which has unveiled what it calls "India's first AC bus shelter" in Bengaluru.

The bus shelter will be inaugurated by BE Govindaraja, joint commissioner, Bruhat Bengaluru Mahanagara Palike (BBMP).

Big Street has entered into a five-year contract on a Build Operate Transfer (BOT) basis with the BBMP, under which it will pay the BBMP a licence fee.

The bus shelter is located on Kasturba Road, one of the busiest areas in Bengaluru. It can accommodate up to 25 people. Big Street also plans to install radio services inside the bus shelter.

Advertisement displays will be available on top and on the front panel of the bus shelter. The glass on the sides can also be used for putting up advertisements. Big Street will lease ad space for at least 18 months to advertisers. Airtel is the first brand to have come on board.

afaqs! spoke to Willis D'Monte, national sales director, Big Street, who says, "We see this bus shelter as an experience zone for the people of Bengaluru. As of now, we do not have any plans to come up with more such projects."

He adds that even in the time of a slowdown as now, brands look forward to clutter-breaking solutions. And this is exactly what Big Street will offer with this project, by selling the space for a longer duration.

D'Monte refused to disclose the cost of construction of the bus shelter and the ad revenue they expect from it. However, he shares that after the initial one and a half year period, advertising costs on this bus shelter will be almost par with the ad costs on a non-AC bus shelter.

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