Public transport is the lifeline of Mumbai and Brihanmumbai Electricity Supply and Transport (BEST) buses play a vital role in helping close to six million people commute daily in a scheduled manner. BEST buses have recently been used as a vital media option by many brands in their out of home plan. From bus wraps to branding inside the buses, brands have adopted this transit media only as a part of vanilla advertising exercises.
BEST is now geared up to add a lot of sophistication to its advertising service offers. In an attempt to get this rolling, early this year BEST roped in Verve Compusoft, who has the sole rights for giving a facelift to the entire fleet of BEST buses, totaling 4699 in numbers, including 276 AC buses. This contract is for a period of 10 years. Rings-a-Bell, an associate company of Verve Compusoft, has been conferred with sole advertising rights for advertising on seatback media on all BEST buses. LED display advertising rights are with Real Time Interactive, which is also an associate company of Verve Compusoft.
Commenting on project development, Nitin Kanungo, Chief Executive Officer and Founder, Rings-a-Bell said, “Today there is a plethora of media choices that brands have in front of them but standing out and breaking the clutter is what many brands are now working on. The transit media is a key medium that has proved to have better recall value for most brands today, since the communication is consumed directly by almost six million passengers per day, with the recall value being as high as 79 percent. We are confident that many brand categories will soon use BEST as a compulsive media option which is on the move and has the potential to get better return on investment. We are working towards this positively.”
The company is designing various tools that can help brands leverage these services for engaging brand promotions using services such as GPS, GPRS, Passenger Info System and Bluetooth services. The company has already accomplished installation of new high-quality and advertising-friendly backseat in around 1300 buses and is aiming at finishing the complete installation and integrating technology services by 2014.
Rings-a-Bell already has a host of clients on board and is currently running campaigns of Life Insurance Corporation (LIC), Loop Mobiles and Nirmal Health Care.