Ooh Indian Railways


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Out of Home Media : A case study of Indian Railways

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Ooh Indian Railways

  1. 1. A Case Study INDIAN RAILWAYS – The OOH Way By: Imran Ahmed Jafri MICA PGPCMX 2009-10
  2. 2. OOH Media – A Glimpse Any type of advertisement which is carried out of home comes under OOH or Out of home advertising. Various advertisers prefer Outdoor advertising as it renders effective reach to the target group. Outdoor advertising is world’s oldest medium of advertising and it still works today. Various tools of outdoor advertising include neon signage, street furniture, bus/metro advertisements, sky-flyers, kiosks, billboards, hoardings, etc. One such unique example is of Indian Railways, an effective medium for OOH media. A large portion of the advertising that the average consumer is subjected to these days is advertising that comes at them when they are in their home. Internet advertising, television advertising, newspaper advertising and magazine advertising are all examples of this. Because OOH is not associated with these, it is definitely a type of medium that can be used with great accessibility advantages. The visibility is high through railway advertisement. Indian Railways – a unique OOH medium for advertisement Out-of-home advertising in India is no longer confined to hoardings and billboards at strategic locations. The country’s super fast Rajdhani trains have become moving billboards with technology making the wrap concept a major hit. One such example is that of the OOH initiative undertaken by Peacock Media to promote Kerala tourism. Digital advertising platforms are used in public transportation vehicles such as long-distance buses and trains in India. The OOH firm has already wrapped a few other Rajdhani trains with advertising commercials of brands like Airtel and Max New York Life Insurance and has existing deals going on with Mindshare for HUL’s Domex and Lifebuoy-branded toilets, wash basins, consumables and audio spots running on trains. 2
  3. 3. For example in one of the campaigns, the train’s 17 coaches depict 17 places of tourist attraction in Kerala. As the train moves through 6-7 states, it will be advertising Kerala's tourist spots among millions of potential domestic tourists. The Delhi-Trivandrum Rajdhani Express is claimed to be the first train with 17 different creatives used for the 17 coaches. Peacock Media, an OOH multi-platform media company, has won a silver in the Regional Train Carriage (Campaign) category for its Full Train Vinyl Wrap for Indian Railways. The company had won a bronze in SOAA 2008 in the Train Carriage (Single Ad) category. In the same category, Leo Burnett also won a bronze for its Backpocketing campaign for Mumbai Railway Police's initiative, Pickpocket Awareness for Commuters. Large LCD screens can be found on the train, at the railway station and in railway control rooms. The Indian Western Railways plans to install 4,000 large panel LCD screens in 67 trains. The LCD screens will be installed by an OOH media company who will earn revenue from the advertisement on the screens and Western Railways will get a license fee of Rs 7 Crore (approx. US$1.75M) per year for the duration of the contract (which is 5 years). 3
  4. 4. Branding on Indian Railway The train, which sports the tag line, 'Chalo Kerala' in Hindi and 'Go Kerala' in English, journeys through the heart of India. This campaign is for a period of six months till June 2010. The travelling showcase is expected to reach out to more than 3 crore people across 10 states, including Delhi NCR, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Tamil Nadu, Maharashtra, Gujarat, Goa, Karnataka as well as Kerala. OOH advertising on long- distance trains is highly effective as each train is visible to nearly 60,000 people on every platform it crosses every day, most of which are unique audience. Also, such advertising builds responsible brand image as the services offered are seen as the brands' CSR initiative. Such advertising also has extremely long attention span, say 16-36 hours in the case of Rajdhani trains. The experiment has been successfully executed abroad. The Gatwick Express, which is a non-stop rail link between Gatwick Airport and central London, provides the same OOH advertising option with the advertisement pasted across the train's exterior. Amtrak, the US' financially struggling railroad, also turned its premium Boston-Washington service into a moving billboard. However, for India, it is somewhat a new experience. It is a new medium and the market has started to accept it widely, which in turn decides the potential revenue for the medium. In this modern era of digital printing, fleet graphics, the wrap-around concept has added a new dimension to advertising opportunities. However, the biggest challenge for the successful execution of such projects is to have vinyl prints that would last long and withstand all kinds of weather conditions, let alone acts of vandalism. *** 4