Shades of Yellow (SOY), a brand communications agency, has partnered with NGO Nyayabhoomi to use the three-wheeler auto-rickshaws plying in the Capital as an effective advertising vehicle. As part of this initiative, up to 75 per cent of the exterior and the entire interior of an auto would be used for advertising different brands.
The initiative has been called ‘Auto Rickshaw Star Club’ (ASC), which involves nearly 1,000 autos that would carry branding of various corporates. It may be recalled that that Municipal Corporation of Delhi had recently allowed branding on 75 per cent of an auto-rickshaw’s exterior.
The Auto Rickshaw Star Club is the brainchild of Rakesh Agarwal, Secretary, Nyayabhoomi. On tying up with SOY, he said, “It’s a young, dynamic and energetic agency and we are all very optimistic about the entire initiative, more so as it will solve two purposes – the people of Delhi as well as the visitors in Delhi will get a quality transport service at a reasonable cost and auto-rickshaw drivers will be able to lead a life of dignity and get a fair price for their services.”
Commenting on the initiative, Diya Singhal, CEO, SOY Communications, said, “This is an effort to bring about a change in the way people travel in auto-rickshaws today and also use autos as media vehicles.” On the target audience, she said, “We are looking at mass brands here as autos are not a medium for luxury brands. We are in talks with various banks, telecom, insurance and consumer durable companies for advertising on these autos. These sectors will interest all age groups by and large.”
Singhal further said that part of the revenue that would come from this effort would be used for providing education for the children of the auto drivers and also to provide insurance cover for the drivers. The Auto Rickshaw Star Club will also ensure that the drivers are courteous and properly dressed, and have an honest meter that works.
She added, “We are working closely with the auto drivers and they are being trained about the branding initiative. For example, if the auto is carrying an ad of a telecom brand, the drivers are trained to answer some basic queries relating to the telecom industry.”
Talking about the number of eyeballs that an auto would get per day, Rakesh Agarwal said, “An auto will be able to get about one lakh eyeball shots and approximately 35 commuters/ travelers per day. Plus, the auto will cover a distance of 120-150 km on an average.”
Singhal pointed out that the initial rough estimate suggested that a corporate would have to spend approximately Rs 120 per day per auto for the branding.