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Noida toll road project hits marketing expressway

23-January-2001
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Noida toll road project hits marketing expressway

In the age of toll roads the Noida Toll Bridge Company (NTBCL) is leading the Delhi Noida Direct Flyway (DND Flyway) onto the marketing expressway. This will be the first time in the country that a road facility will be marketed. On offer will be an eight-lane pay facility, which helps to shorten the time taken for travelling between South Delhi and Noida and Greater Noida by a fourth. The facility, to be inaugurated on Wednesday, comprises a 552 metre main bridge across the Yamuna, three minor bridges, approach roads on embankments, toll plaza and grade separated interchanges at either ends.

For preferring a hassle-free travel to pollution on congested Delhi roads, cars and three wheelers will have to pay Rs 15, two wheelers Rs 7, light commercial vehicles Rs 30 and buses and trucks Rs 35. A pre-paid membership mechanism has been worked out to take care of frequent users. Two `Gold' lanes, offering instant access, will be on offer for Rs 1,000 refundable deposit and Rs 1,800 annual service charge for cars. Four `Silver' lanes, offering easy access, will be available for annual service charge of Rs 250 for cars and Rs 175 for two wheelers. The remaining 21 lanes in the 27 lane toll plaza will be for those wanting to pay on the spot.

Targeting residents and corporates, the toll road's marketing gameplan will also look at fleet operators like trucks, taxis and chartered buses. To reach out to the user segments, the company will resort to direct marketing, below the line activity and advertising. Direct marketing will involve creating differentiated communication in the form of direct mail for various user segments highlighting time and fuel savings and convenience on offer. For fleet operators, the special privilege to by-pass Delhi will be highlighted.

The below-the-line activity will include newspaper insertions, handouts at alternative Nizammudin and Okhla bridges, takeways at McDonalds and other eateries and car stickers. The company will also set up a helpline for tackling advertisement, inserts, Web and direct mail responses.

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