Surina Sayal
OOH launches private vehicle advertising in Kolkata with 'Ads on Wheels'

Ads on Wheels allows private car owners to display promotional stickers on their cars, and allows them to earn fuel vouchers., the auto eCommerce portal from the eCommerce company mjunction services, has recently launched its own version of branding on private vehicles called 'Ads on Wheels'.

Ads on Wheels allows private car owners to display promotional stickers on their car for a stipulated period of time, varying from three months to a maximum of one year, and allows them to earn petrol or diesel vouchers (cash cards), along with complimentary gifts from the advertiser. launches private vehicle advertising in Kolkata with 'Ads on Wheels'
While there are other companies like Adometer (launched in Mumbai in 2010), and CashUrDrive (launched in Delhi in 2008) offering such services, as well, this will be a third of its kind initiative, launched in Kolkata, for now.

Satnav Technologies is the first company to use this service to promote its car navigation gear. Satnav creates products in GIS applied areas like navigation, telematics and facilities management.

The 'Ads on Wheels' campaign was conceptualised to use privately-owned cars as 'mobile wheel boards' for advertisement placements, promotional, and branding material, which creates an opportunity for advertisers to reach out to a larger audience. It also encourages car owners to save fuel cost for a certain period of time.

The idea is to make participating car owners think of themselves as advocators and brand ambassadors. Advertisers are free to offer customised offers to car owners for carrying their ads, thereby improving the conversion ratio.

Sumit Chatterjee, head,, says, "We have just started, and over 2,000 car owners are already registered with us. The number is increasing daily. Interested car owners are registering through Facebook, or directly through . This idea provides a win-win situation for both the advertiser and vehicle owners."

The cost of stickers for the car branding is on a 'per car' basis. The rate depends on the size and the placement of the sticker on the car, and ranges between Rs 900 Rs 2,500 per car, for a minimum period of three months.

The company is looking at getting brands on board which consist of products which will not hurt the sentiments of car owners, and are within government-approved rules and advertising code of conduct.

Chatterjee adds, "We are also looking at advertisers who have frequent service offerings, and hence, need to catch more eyeballs through non-conventional media. The idea is to get noticed and create retention in the consumer's mind."

autojunction's Ads on Wheels media is currently available in Kolkata. However, the company plans to launch this service in other cities as well, starting with the other metros.

For the record, autojunction, which was launched in 2006, is a business unit of mjunction services (a 2001-founded joint venture of TATA Steel and SAIL). It forayed into online sale of new cars for the first time in India with the sale of Reva electric car. In February 2010, autojunction announced its partnership with Electrotherm India to sell India's largest-selling electric two wheeler -- Yobykes -- online at It offers auto accessories, ranging from car care products to GPS and navigation tools, and is now being developed into a fully-integrated auto eCommerce portal catering to all the three segments (B2B, B2C & C2C) by offering separate and specialised auto eCcommerce services such as eAuction, eClassifieds, eRetailing and eReferral services.

mjunction is today not only India's largest eCommerce company (having an eTransacted worth of over Rs 90,000 crore till date), but also runs the world's largest eMarketplace for steel.

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