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ASA Advertising to build OOH infrastructure in Chhattisgarh

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | June 22, 2010
As part of the contract, the agency will set up various outdoor formats across the state, including 16 unipoles, 20 gantries, 200 bus shelters and 2000 pole kiosks within two months

Raipur based ASA Advertising has bagged exclusive rights to build OOH (out of home) infrastructure across the length and breadth of Chhattisgarh by the state's municipal corporation on a BOOT (built, own, operate and transfer) basis for a period of 10 years. As part of the contract, the agency will set up various outdoor formats including 16 unipoles, 20 gantries, 200 bus shelters and 2000 pole kiosks. The agency has already identified the locations for fabricating the media and taken the approval of the authorities for the same.

& #BANNER1 & #The entire project will be accomplished within two months. The authorities will be paid a license fee throughout the duration of the contract.

Currently, the agency has close to 1600 hoardings across different cities in Chhattisgarh, including Raipur, Durg, Bhilai and Bilaspur. About 35 per cent of the agency's revenue comes from national advertisers.

Confirming the development to afaqs!, Ateet Agrawal, director, ASA Advertising, says, "Chhattisgarh is just a decade old and fortunately, the market has been able to attract advertisers from across the categories despite the absence of a variety of outdoor formats. This is a good opportunity for us to widen our offerings for clients. Also, this project will contribute towards organising the largely unorganised market here."

He further reveals that the agency plans to get into digital outdoor solutions soon. Also, it plans to expand and is eyeing markets in Vishakhapatnam and Nagpur.

According to sources, Chhattisgarh's outdoor market stands at Rs 25 crore annually and is expected to grow by 15-20 per cent per annum in the next few years. Over the years, the market has seen a substantial increase in outdoor spends by categories such as insurance, telecom and lifestyle products.

ASA Advertising is a 35 year old agency providing solutions in outdoor, print and events. Its current list of clients include Aircel, Airtel, Tata Docomo, Tata Indicom, Reliance, Jindal, Colors, Axis Bank, TVS Motors, Samsung, LG, UltraTech, Century, State Bank Of India, Union Bank of India, UCO Bank, Life Insurance Corporation of India, Canon and HDFC.

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