brands that are struggling to keep advertising budgets under check, here's a cost-effective option. The on-vehicle advertising company, CashUrDrive, has launched a new vertical by the name of Cyclobrands.
These are mobile billboard cycles (MBC) that look like regular rickshaws with a tricycle pod. A backlit flex with a battery is mounted on the rickshaw, which will provide a display space of 5' x 4' on panels on the two sides. Advertisers can choose to take one or both panels on an MBC.
Social Upliftment for Rural Folks (SURF), an NGO, will arrange some of the drivers for these MBCs from among men who live below the poverty line. Whenever CashUrDrive does a rural campaign, these men will work as peddlers and earn a decent wage.
The MBCs can be hired for one month on a rent of Rs 15,000. If an advertiser plans to use the MBC for more than six months, the monthly rent will be Rs 12,000, which works out to a daily spend of as little as Rs 400. Advertisers with low budgets can opt to rent only one display panel at a cost of Rs 8,000 per month.
Raghu Khanna, chief executive officer, CashUrDrive, tells afaqs!, "We believe that traditional forms of advertising have reached saturation point in terms of appeal because they are used by every other endorsement campaign. This causes a diminishing effect on the mind of the consumer, who is characterised by a short memory span."
Khanna emphasises the importance of effective brand communication at a time of global slowdown. He adds, "We hear news about companies shutting down. This is a good opportunity for brands to build reliability with their respective TGs (target groups). An advertising option like the MBCs will work in favour of brands because it is cost-effective as compared to other above-the-line media."
Monitoring of the advertised sites is a major concern of brands and OOH companies. Keeping this in view, various checkpoints manned by CashUrDrive's on-ground team, will be set up on the MBC routes. Peddlers will be given mobile handsets, which will be traceable.
Uniforms for the peddlers have been especially designed by CashUrDrive. Alternately, advertisers can sponsor the uniforms to use them for branding as well. Digital photographs of the MBCs will be taken at the beginning and culmination of each campaign, which will be sent to the client with a time stamp. MBC pullers will be given pamphlets, which will carry information on the advertised products or services.
Reliance Mutual Fund is CashUrDrive's first MBC client. The company has hired five MBCs in Chandigarh.
Last year, afaqs! had reported about adrickshaws, a concept similar to MBCs, which were launched in Chhattisgarh by specialist agency Rajat Advertising.