Idea Cellular launches a roadblock on DSN's railway network

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | November 25, 2009
Ticket windows and screens will urge Mumbaikars to extend their support on the first anniversary of the 26/11 attacks

The out-of-home advertising network, Digital Signage Networks (DSN) has executed a campaign for Idea Cellular in Mumbai. Along DSN's Western and Central Railways ticket counter networks, Idea has created a roadblock, for four days from November 23 to November 26.

The roadblock is for the 'Idea Talks for India' movement, which was launched last week to commemorate the first anniversary of the 26/11 attacks on India's financial capital. The movement urges Indians to support the policemen who protect us day and night, and remember all those brave heroes who sacrificed their lives on that tragic day.

Idea Cellular has urged its 53 million plus customers to donate money on November 26, 2009, by simply making a phone call between 8:36 pm (the time the attack started) to 9:36 pm. The net profit of all these calls will be donated to the Indian Government, for better equipment for the police forces.

Executing the campaign in less than two days, DSN has used more than 80 ticket windows along the Western Railways, and over 200 ticket windows along the Central Railways. The campaign combines static wraps and on-screen imagery. Each ticket window and screen, for these four days, would play only Idea commercials, creating a digital poster effect.

Devang Shah, sales director, DSN, says, "Our model of using the digital OOH medium as a digital poster, as opposed to just a TV in a public space, has been reaping very good results, with our networks consistently selling out month after month."

Given that more than 80 lakh commuters use the railways daily, DSN has created a clutter-breaking medium for brands to target the masses. A campaign such as this (Idea's) could cost around Rs 15 lakh, informs Shah.

He claims that the Videowall property is also a hit with clients, where DSN combines traditional and non-traditional outdoor mediums.

Shah adds, "We have also started seeing a lot of campaigns, where we extend internet campaigns on our network of centrally managed screens, updating content on them in real-time. These innovations, amongst others, have helped to differentiate us from other players -- who are selling this digital outdoor medium like TV -- and deliver true value to our clients."

For the record, DSN is headed by 27 year-old twin brothers, Gaurang and Devang Shah. Graduates from the Wharton Business School, both brothers left their high-flying jobs in New York at McKinsey Consulting and Citigroup, respectively, to start this digital OOH venture in early 2007. DSN has rolled out over 1,400 panels across Mumbai's Western and Central Railways, Café Coffee Day and McDonald's.

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