Tapping Churchgate to Virar @ Rs 5 lakh a month
Digital OOH company Network Media Solutions has bagged a long term tender from the Indian Railways to put up 360 branded backlit digital clocks between Churchgate and Virar stations on Western Railway Line in Mumbai. The company is currently offering the branding opportunity of a thousand views at the rate of Rs 5.
Today, generating awareness and enhancing an existing image are merely the price of entry to compete in a given market. Today’s consumers are yesterday’s Generation Xers – complete with short attention spans and the ubiquitous ‘been-there-done-that’ attitude. Spontaneity reigns supreme in activities that unfold the day-to-day routine. Memory is relative, something that computers have. It is against this backdrop of a profound cultural and technology-driven shift in the current Indian OOH industry that prompted Network Media Solutions to go for a tender that would give them a unified medium of branded backlit digital clocks as a medium of advertising at Western Railway stations in Mumbai.
As Ajaz Memon, Director, Network Media Solutions says, “The key factor was that there was a demand from advertisers to have a single unified medium across all the Western Railway stations in Mumbai to target all the commuters together. This was the only tender which interested us among a host of others as it gave us the opportunity.”
The time-sensitive media selection becomes even more favourable on the platforms amidst the clutter that is prevalent across Western Railway stations. Memon acknowledges the same as he says, “Our 3’X1’ digital clock is equipped with self-updating GPS mechanism so that the time on the clocks will update itself at regular intervals and will require minimum maintenance except replacing a worn-out part or an LED bulb. Our LED clock syncs well with 3’X1’ backlit display and we are sure that it will attract attention, because railway commuters will check the time regularly to check if the train is on time or not. Hence, our medium will attain both visibility and attention.”
But what has been overlooked in the current outdoor media is the common misperception that lower media cost naturally equates better communication, especially in a media climate that is dominated by clutter and complexity, consistency of message and or image. It is critical to tap the commuting passengers.
Memon explains, “It makes more sense for us to launch amid clutter to really appreciate the USP of the medium. Also, places such as airports are far more expensive as a medium for clients to afford displays in volumes. The Railways target the masses and the numbers justify the investment, with approximately 10 crore passengers that commute every month.” He further adds, “While earlier, clients used to spend lakhs of rupees on a few sites at a few stations, now for a few lakhs, they will get coverage across all the WR stations at one go. We have installed a total of 360 displays covering each platform that lie between Churchgate and Virar.”
Recognising that a ‘brand’ is more than a product’s name is a step in this direction. Actually, a better way to understand a brand is from a relationship perspective. Every established brand has a multitude of established relationships: with vendors, with the trade, with the media and most importantly, with consumers. Some of these relationships are more important than others, but they all contribute to the success of the brand.
Accepting this new thinking, branding, first, as a marketing function, and secondly, as an opportunity to deliver consistent exposure to targeted customers. Revealing his strategic approach, Memon says, “Over the years, a number of strategic advertising approaches have been put forward and used to create favourable perceptions about the brand and persuade the consumers to own them. These approaches offer completely different routes to play up the consumers, but the objective is the same for all: ‘Make consumers prefer the brand’.”
“At present, we have a unique selling and positioning approach for marketing our medium, wherein we claim to offer a superior medium that is sustained by the unique features or benefits that no other medium can claim. Secondly, we want to create a unique mental niche in the clientele’s mind that is based on satisfaction of their most important and relevant need expectation from the product category, and that is why we are offering four packages at the rate of of Rs 5 lakh per month. We will be providing our clients with one clock plus display on each of the 90 platforms that form a part of the 28 stations between Churchgate and Virar,” Memon adds.
As a media owner / marketer in today’s competitive OOH world, one cannot afford to look at any selling efforts as an isolated transaction any more. It has to have a built-in element of a ‘repeat’ transaction possibility. This possibility usually comes from a feeling in both the parties (targeted clients and media owner) of having gained something from the transaction.
Memon reaffirms as he says, “The outcome must be a mutually positive one, not just at the time of purchase, but also after the use of the product. Therefore, only a win-win selling approach will be a sustainable one, and we are sure that with our commercial plan that is already in place, we will soon be touching the breakeven point.”
“The industries that we are targeting for clientele include telecom, insurance, banks, MFs, and FMCGs, and to some extent TV channels – businesses that want to target masses at economical costs, yet make a big impact. All the stations will have identical displays, though the numbers will vary depending on the number of platforms per station,” Memon concludes.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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