M’Cons Advertising based in Mumbai is trying to change the face of outdoor advertising in the country. For the first time, Tata Engineering has been given a contract by M'Cons Advertising to manufacture trucks with hydraulic mobile displays.
These mobile trucks with hoardings are currently seen at key locations all over Mumbai. The cost for advertising is Rs 3.5 lakh for a month for a stipulated time frame each day and rotated at nearly 22 points throughout the city.
According to M'Cons Advertising sources, the agency is targeting at one per cent share of the Rs 350-crore outdoor advertising business. M'Cons is hoping to clock Rs 20-crore turnover this year through its mobile marketing operations.
To use these vans (pegged at Rs 17 lakh), an agency needs to take permission from the Municipal Corporation and the Mumbai Traffic Police. Heralding the beginning of mobile marketing in the country, the agency is also branding its own services under the `M' brand name. After Mumbai, it plans to start their services in Delhi. However, the southern States are not on their list as the cost of outdoor is inexpensive there.
According to a study by Jupiter Research, an international research firm, mobile marketing is projected to rival all ad businesses in Europe and Asia in the next four years.
Our typical marketing budget is usually 10 per cent of the topline spend
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