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The utilities will cover prime localities of Ludhiana, including Ferozpur Road, G T Road, Railway Station, Model Town and Saraba Nagar
Tricon Media, a Delhi-based outdoor agency has bagged exclusive advertising rights for 50 public utilities in Ludhiana.
The deal will work on the Build-Operate-Transfer (BOT) model, as part of which the Municipal Corporation of Ludhiana, the concessionaire for this deal, will receive a monthly license fee. Though construction of these 50 public utilities will be accomplished by June this year, five utilities will be ready to be leased out to advertisers by the first week of March.
The contract is valid for seven years, after which the utilities will be transferred to the Municipal Corporation. These public utilities will be located in Ludhiana’s prime localities, including Ferozpur Road, G T Road, Railway Station, Model Town and Saraba Nagar. The total area per utility will be 450 sq ft. Seventy five per cent of the exterior of these utilities will have backlit displays for advertisements.
Though Kumar did not share the license fee to be paid to the Municipal Corporation, he shared that the agency will spend approximately Rs 2.7 crores on the construction of 50 public utilities.
He adds that winning this bid has helped the agency to strengthen its inventory. According to Kumar, clients today are more interested in short-term contracts, which can be renewed on a monthly basis.
For the record, Tricon Media started its operations five years ago. It offers a wide range of innovative media choices like boom branding, metro smart cards (used in DMRC), cinema branding and traditional media like wall wraps, unipoles and utilities. The agency is present in Delhi and Gurgaon and plans to expand to South India.