Known to be the life line of the city, Mumbai’s local trains carry an estimated seven million commuters. Considering the reach that it has, railways is a powerful medium for brands to reach out to the masses.
Though advertising inside local trains is not new, there are new media formats that are captivating the railway stations for advertising. Going beyond the traditional hoardings and poles this year, Mumbai’s local railway stations are witnessing the presence of huge LED video screens, which are grabbing eyeballs of commuters.
One such major player that is working on installation of LED screens is Euphoria Advertising. The agency has won rights to install LED video walls at stations under Western and Central Railways in Mumbai. It can sell the space for advertising purposes for a period of three years.
These LED video walls are located at Marine Lines, Charni Road, Grant Road, Khar Road, Santa Cruz and Vile Parle in the Western Line, and Dadar, Kurla, Ghatkopar, Bhandup and Mulund stations in the Central Line, and are placed at the entry and exit points.
The agency is currently running campaigns of brands such as Central Bank of India, Corporation Bank, Swarg, Gupshup, KLINO, Nova Pack, Amit Vora Clinic, Digambhari Sarees, Eagle View Swarg and few other Hindi and Marathi movies.
Commenting on the new media format, HS Chadha, Euphoria Advertising said, “Unlike many traditional forms of display advertising, use of video wall for digital signage allows the user the opportunity to easily change content. Traditional signage such as billboards and posters had to be re-created whenever changes are made, or sometimes sloppy addendums are placed on top of the original signage. Employing digital signage, whether for indoor or outdoor use, allows consumers to change content simply by dropping new images or video on to a memory disk and then inserting this into the device those stores and plays advertising content.”
“The response has been tremendous as it is a digital medium and brands can leverage it with commercial inserts such as infotainment, superseding the static media. People respond more to digital dynamic moving pictures than static media, which often is unnoticed by commuters. We are optimistic that this media format will garner a lot of positive attention,” added Chadha.
It will be interesting to see how mass brands tap this media format in their outdoor media plan in the coming days and attract commuters on their daily move.