Axis APM extends personal media reach to West Bengal

By afaqs! news bureau , afaqs!, Mumbai | In Media | November 05, 2009
The personal media services agency now taps a new market, using electricity and gas bills and rail tickets

afaqs! recently reported that personal media service agency, Axis Ad-Print-Media, that provides ad space for brands to advertise on gas and utility bills and tickets, had extended its reach to an additional 5.23 crore households by tying up with Indian Oil to advertise on its gas bills.

With this, Axis APM reached out to more than 14 crore households, including its other tie up with Hindustan Petroleum Corporation (HPCL) that reaches 3 crore households, and 2 crore railway passengers.

The agency has now extended its reach to West Bengal, a market where it didn't have any presence. Now, Axis APM, through West Bengal electricity bills alone, will reach 70 lakh households directly. It will use Eastern Railway tickets as well as a vehicle to reach out to more than 20 lakh people via monthly tickets.

Axis will also utilise the potential of direct media through combined channels of Indian Oil and HPCL to tap a base of 45 lakh people.

On the addition of West Bengal to its portfolio, Pradeep Gupta, chairperson, Axis APM, says, "We see a huge opportunity in West Bengal in terms of reach and penetration as compared to other states. With this step, we have ensured that our advertisers will reach directly to the consumers who are unexposed and have a faint or no brand recall of their products."

Elaborating the advantage of a personal medium for advertisers, Amit Dey, chief executive officer, Axis APM, says, "The personal medium ensures that a consumer is exposed to the brand as it communicates directly with households and individuals. In some of our campaigns, we have succeeded in urging the consumer to contact advertisers, which has lead to an extensive and reliable database for our marketers. With our reach extending to the eastern region, we now have more room for such productive practices in the field."

The media that Axis powers is owned by the various public sector and Government of India utility monoliths: state electricity boards, Indian Railways, domestic LPG companies such as Indian Oil and Hindustan Petroleum. The agency has delivered successful campaigns for brands such as Close up, Airtel, Clinic All Clear, Mahindra and Surf Excel.

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