The Event Factory to sell ad space on DLF properties in Gurgaon

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | November 30, 2009
As part of the deal, Gateway Tower, DLF Square and Building No.10 will be available for exterior branding

The Event Factory has signed an exclusive agreement with real estate giant, DLF to sell ad space on building facades -- for three of its premium properties, Gateway Tower, DLF Square and Building No.10 in Gurgaon. The Event Factory is a five-year old, Gurgaon-based company, providing services such as activations, events, and OOH, including mall branding.

With immediate effect, the deal between the two parties is valid for three years.

One-way vision vinyl will be used for branding on all the buildings. The company plans to sell the ad space for a minimum period of six months. DLF will earn revenue in the form of license fee.

The cost of advertising on these buildings could range between Rs 20 lakh to 45 lakh, excluding the manufacturing cost of vinyls.

Confirming the development to afaqs! Prateek Wadhwa, chief executive officer, The Event Factory, says, "We are in the process of pitching our offering to clients, and so far, the response has been good. We are selling premium sites and the prices tend to be on the higher side. We are open to advertisers from any category, including automobile, FMCG or telecom."

All these buildings are located next to National Highway 8, which sees nearly 800,000 vehicles daily (source: National Highway Authority of India). Moreover, the building facades are visible to traffic on both sides of the road.

This year in January, afaqs! reported about an innovation executed for Good People India, a job consulting company based in Gurgaon. On Infinity Towers, a glass facade building in DLF Cyber City, a bright yellow sign with the message, 'Jobs Available --', was attached to the window cleaning trolley. A cutout of a hand was attached to one side of the trolley, with a finger pointing towards the various company signs on the building -- such as Orange, WNS, STAR Sports, STAR Cricket and ESPN. The maintenance staff moved the trolley up and down the building in the afternoon, as they cleaned the glass.

Recently, Videocon had branded the entire exterior of the Gateway Tower with one-way vision vinyl.

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