of such branding deals, an advertiser pays R20-30 lakh per month. Rai says in case of branding rights for trains, an advertiser can use the space inside the train, including the digital screens, besides wrapping its exteriors.
RMGL is already the first transit system in the country to offer wi-fi services to commuters in all its trains, besides four stations, through its tie-up with Sistema Shyam Teleservices, which operates under the MTS brand name. A study undertaken by AZ Research highlighted that more than 95% commuters wanted Internet access. The percentage was highest among travellers in the 15-35 years’ age group, a target group handset maker Micromax is also focusing on. “Thousands of commuters travel every day to Gurgaon and this partnership gives us a great avenue to connect with our consumers,” says Shubhodip Pal, chief marketing officer, Micromax.
Therefore, each brand is utilising the space inside the station in its own style. “Apart from branding the station, we have set up certain interactive 3D elements at the platform,” says Mohit Ganju, chief marketing officer, IndusInd Bank. “For example, six cylinders with numbers inscribed on them have been placed at the station for commuters to pick their lucky numbers. This promotes the new proposition by the bank, as per which a consumer can select his own account number,” he adds.
Times OOH, the out-of-home subsidiary of Bennett, Coleman & Co, has won the advertising rights of Mumbai Metro for 15 years, and is also selling naming and advertising rights for its 12 stations.