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.
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."
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.