afaqs!

Jagran Engage bags ad rights for railway stations in Varanasi and Mathura

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | October 15, 2009
As a part of its outdoor strategy, the agency wants to acquire properties in the markets where Jagran has its footprint

Jagran Engage, the OOH (out of home) arm of Jagran Prakashan, has bagged the ad rights for the entire railway station at Varanasi for three years. It has also won the rights for select properties at Mathura station for five years. While at Varanasi, the agency will offer hoardings, glow signs and kiosks, properties at Mathura station include hoardings, gantries, hoardings near railway bridges, crossings and kiosks.

Put together, the contracts have provided the OOH firm with a total ad display area of 18,000 sq. ft.

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Confirming the news to afaqs!, Tanmay Tiwari, general manager, Jagran Engage, says, "The key objective of our expansion strategy is to acquire properties in the northern markets such as UP, Bihar, Punjab and Rajasthan, amongst others where Jagran has its footprint. This will help us in providing a well planned deal to our clients. Besides, the next focus is on Tier II and Tier III towns where we see a massive potential. Also, metros contribute to the outdoor business significantly and we are targeting these markets as well."

The agency plans to target mainly telecom, local retailers, banking and insurance, educational institutions and automobile companies. As compared to national advertisers, Jagran Engage expects to get more bookings from local advertisers.

Tiwari confesses that though things are looking brighter, the OOH industry is still reeling under the aftermath of the economic slowdown. "Even on a festival like Diwali when business is supposed to do well, I do not think that there are many clients," he adds.

For the record, Jagran Engage has been in the OOH space for more than three years. During this period, it has developed media in Delhi and NCR, Mumbai, Bengaluru, Hyderabad, Lucknow, Kanpur, Agra, Aligarh, Allahabad, Bareilly, Ahmedabad, Chennai, Moradabad and Kolkata.

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