MTNL Mumbai is buying all advertising spaces available
on the city’s key railway stations to use them to showcase its entire
bouquet of products and services. The first two stations to have MTNL
painted all over them will be Dadar and Andheri. Vashi, in Navi Mumbai, may
be the next.
At present, the arrangement will be for a period of two
months, but may be extended if the feedback is good. At Rs 7 lakhs per
month, the two stations will cost the company Rs 28 lakhs. MTNL Delhi is
also likely to follow suit soon.
This move by MTNL could be a prelude to its proposed
plan to demerge itself into various strategic business units (SBUs). The
Financial Express recently reported the company’s plan to segregate all its
businesses (Internet, data communications, ISDN, basic and cellular) into
separate profit centres under separate heads.
The idea is to position MTNL among the masses as a
provider of a bouquet of telecom and related services and not just basic
Regardless of the range of services that it offers
including, Internet, ISDN, data communications and more recently, cellular,
most people still associate MTNL with basic telephony. MTNL’s virtual
calling cards, for instance, are yet to catch on.
Dadar and Andheri are two of Mumbai’s busiest railway
stations and may give the company the visibility it seeks. The company had
eyed CST and Churchgate stations also but had to back out as they were
booked already. These two terminals handle the maximum number of city