The department of post has decided to sell one-third space on post cards for advertisements. The experiment will start with the recently launched “Meghdoot” post cards. The focus would be on those companies that are looking for an effective tool for rural marketing.
As per the plans, the space on the reverse side of the card will be given out for advertisements. According to sources, fast moving consumer goods companies looking for the rural markets will particularly benefit from the initiative.
With this move, the government is expecting to make up 50 per cent of the cost involved in this subsidised card. Meghdoot is priced at 25 paise, 50 percent lower than the normal post card.
Depending on the success, the postal department also plans to introduce this scheme to other cards also. According to sources, the department is currently working out the details of the advertising strategy for this.
It is, however, not clear if the advertising rights will be given on an all-India basis or various companies will bag rights for different zones or states.
The department of post has recently launched a series on new initiatives such as greeting cards, logistics post targeted at the corporate sector to generate additional revenues.
Source: Business Standard