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BEST TV ties up with Concord Advertising to tap eastern market

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 14, 2010
Concord will help bring in brands from the east to advertise on the BEST TV network in Mumbai's BEST buses

BEST TV, the television network promoted by Emnet Samsara Media in BEST buses in Mumbai, is widening its reach to marketers by tapping new markets.

BEST TV has entered into an exclusive marketing tie up with Kolkata based advertising firm Concord Advertising, where the agency will represent the company in the eastern market, bringing in brands to advertise on the BEST TV network in Mumbai.

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Kanishka Chaudhury, assistant vice-president, sales, BEST TV informs that Emnet Samsara had never explored the eastern and southern markets before this but a lot of top brands are present here, which explains the decision to tie up with experienced hands.

BEST TV has been successful in bringing in clients from the north, including GSK, Aaj Tak, Dabur and soon, Whirlpool. However, these brands were brought in by the company's own sales force. The network is now taking a step forward to expand its clientele.

Concord deals in cinema hall/multiplex advertising covering about 1200 cinemas in West Bengal, Bihar, Jharkhand, Orissa, Assam and NEF (Northeast frontier) states, backed by more than 32 years of experience in this field. The company also markets television programmes and produces television serials, too.

Achin Biswas, director, Concord, shares, "For us, as a company, this will be a challenge as we've been in the mall and cinema advertising space for more than 30 years." The company currently works with clients such as HUL, ITC, Emami, Nirma and Vicco, among others."

He opines that BEST TV as a medium is very effective as with two screens and speakers inside buses, AC and non-AC, advertisers have an 'almost' captive audience. He adds that many clients in this market are now moving to the electronic and out of home media.

Why would southern and eastern brands look to advertise in BEST TV? Chaudhury explains, "For brands which are advertising on a national level and have Mumbai as a priority market, this will make sense. Even as part of their national campaign, if they want to reach out to the masses, BEST TV can meet this need effectively."

He shares that brands can target specific routes, for example if ITC's Vivel brand needs to target only south Mumbaikers, it can select only those specific bus depots, thus speaking only to that audience in south Mumbai.

Initially, BEST TV and Concord have tied up for a three month period but plan to extend this to a longer contract. Punit Gupta, chief executive officer, BEST TV, says, "While the initial period is short, we are definitely looking at a longish partnership. Our philosophy with our partners has been that while they're working hard at representing us, we, too, should protect their market and provide them the comfort of pay offs both in the short and long terms."

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