IndiaMART boards the Delhi Metro

By Devesh Gupta , afaqs!, New Delhi | In OOH News | December 19, 2014
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The brand has launched an OOH activity in the Delhi NCR region to catch eyeballs.

IndiaMART, an online marketplace for businesses, has rolled out a train wrap in Delhi to catch eyeballs. It has taken the Delhi Metro Yellow-line route plying from Jahangirpuri to Huda City Centre and the Blue line route from Dwarka to Noida.

IndiaMART catches eyeballs via train wrap in Delhi NCR

IndiaMART catches eyeballs via train wrap in Delhi NCR

IndiaMART catches eyeballs via train wrap in Delhi NCR

IndiaMART catches eyeballs via train wrap in Delhi NCR

The wrap features brand ambassador Irrfan Khan, giving away the brand message 'Kaam yahin banta hai'. IndiaMART claims to be the first company to join hands with Delhi Metro Rail Corporation (DMRC) to run a brand-wrapped metro on this key route.

The activation is done by Rapport Outdoor and has taken one train on each lines.
The activation will continue for three months but the brand has plans to extend it too.

Commenting on this initiative, Sumit Bedi, vice president, marketing, IndiaMART, says, "We are extremely thrilled to be the first brand to wrap the Delhi Metro on the Yellow line route. Being one of the most popular modes of travel in the city, metro promises to create a high brand recall among the people. The Yellow line route is one of the longest routes of Delhi Metro. Besides travelling through important business hubs like Chandni Chowk, Chawri Bazar and Kashmere Gate, the route also covers Gurgaon, where the big corporate houses reside. We are confident that this initiative would help us reach out to a large pool of commuters, surround them with our brand, and communicate the brand thought 'Kaam yahin banta hai."

Bedi adds, "The wrap features various contextual messages, along with Irrfan Khan, who seeks to connect with people inside and outside the train by communicating about IndiaMART in an exciting manner. With the strategic route under the belt, we strongly believe that this will go a long way in creating a desirable impact in the minds of people."

The OOH supports IndiaMART's latest brand campaign across various mediums - TV, radio, online. It aims to positions IndiaMART as the preferred choice of buyers for fulfilling all their key requirements, whether business or personal.

The TVC designed by McCann Erickson was recently launched where Khan talks about the ease of buying different products - like fabric, office furniture, shirt buttons, thread and air-conditioners - in bulk, from IndiaMART. The TG comprises the "new age buyer, who demands hassle-free buying, either to fulfill his business or personal requirements.

Delhi Metro, over the last decade, has successfully changed the way people travel around the city, with a large number of people flocking in at all times to move from one direction to the other. A modern and a new medium that can turn heads, it promises IndiaMART to capture the interests of a large number of people.

IndiaMART connects buyers with suppliers (small and medium sized businesses). The company offers a platform and tools to over 1.5 million suppliers to generate business leads from over 10 million buyers, who use the platform to find reliable and competitive suppliers. The company has over 2,600 employees located across 40+ offices in the country. Founded by Dinesh Agarwal, IndiaMART has over 2,600 employees located across 40+ offices across India. Other prominent B2B online marketplaces in India include Alibaba India and Trade India.

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