BSNL launches 'BSNL 3G Rajdhani Express'

Company Brief

Mumbai, June 07, 2010

BSNL (Bharat Sanchar Nigam Limited) is rolling out 3G network and related services across India. To publicize and create awareness at mass level and to strengthen it's brand presence 'BSNL 3G branded Rajdhani Trains' are being launched in association with Indian Railways and Peacock Media.

Event: Launch of BSNL Chennai Rajdhani from Hazrat Nizamuddin Station on 4 th June 2010 at 4.00 PM by Shri Kuldeep Goyal, CMD, BSNL.

As we all know Rajdhani Trains traverse and connect all State Capitals of the country with National capital Delhi. These Rajdhani trains offer immense reach with high impact and hence an ideal advertising medium to reach out to passengers in platforms and en-route audience effectively. Rajdhani travelers fall under high affordability profile of consumers and hence strategically placed internal media engages them during the long duration of journey.

BSNL will take care for up-gradation, cleaning and maintenance of Rajdhani trains, which will also add on to CSR activity and to establish its BSNL3G brand in the mindset of people.

BSNL has done a full train external vinyl wrap for the first time in India including internal media for captive visibility.

This is a massive campaign in terms of visual area as well, since as much as 25,000 square feet of BSNL advertisement creative would be wrapped onto Rajdhani Express with a special quality vinyl approved by RDSO.

The medium deliveries are 85,000 per day eye balls assured through the external vinyl wrap, while internal medias are consumed by approx 1500 passengers per day. There are approx 350 Panels, 200 Table Tops and 400 Brochure Holders inside one train, along with audio jingles, announcements, contest and activation by in-train promoters which would create a great impact and engaging communication for the brand BSNL and its services. The CSR imagery of BSNL would also gain strength because of the upgraded services experienced by the travelers, including cleaning and maintenance which are viewed to be bought by the BSNL 3G brand.

What makes the medium unique is its high and impactful reach with long duration consumption in a receptive environment, with complete exclusivity for the Brand BSNL.

This 3 months campaign is expected to attract one and half crore eyeballs negotiating 34 locations across eleven states.

Routes being covered by this Rajdhani train are Delhi-Chennai, Delhi-Bangalore & Delhi-Trivandrum.

Another Rajdhani Train covering Delhi-Sealdah is also scheduled for launch shortly.

BSNL's communication on this Rajdhani train is focused on 3G services and entices the consumer to 'get ready for a faster life' by eye catchy visuals on fast gaming, music download, online movie streaming, video calling, live TV and high speed internet services on the move.

For further information, please contact:

Percept Profile

Anuja Lall

Tel: +91-22-30408800

Email: anuja@perceptprofile.com