Next time you drive to a BPCL petrol pump, do look out for the huge TV screens displaying ads. The innovative outdoor display is a joint initiative of Bharat Petroleum Corp Ltd, a global Fortune 500 oil company, and Future Media, the media company of the Future Group. The first such TV screens have come up at the BPCL petrol pump at the Capital’s Defence Colony locality. The TV screens offer a unique and engaging media vehicle in OOH communications.
The TV screens would be put up at prominent locations among the 7,500-strong BPCL outlets across the country in a phased manner. The 65-inch TV screens would be placed at ‘In & Out’, BPCL’s convenience stores, for the benefit of customers who visit them.
Commenting on the initiative, Partho Das Gupta, MD & CEO of Future Media, said, “We are delighted to partner with Bharat Petroleum, which is a very consumer centric and technology driven company. Since the inception of Future Media, we have garnered expertise in providing media solutions to brands in the ambience of consumption. Petrol stations attract consumers with spending power, and since consumers spend a few minutes at the petrol pump, the engagement with the media is going to be very rich.”
Dasgupta further said, “We will be putting up 67 TV screens in 20 BPCL petrol pumps in Delhi.”
Sanjay Krishnamurthi, Executive Director, BPCL, said, “It has always been our endeavour at BPCL to introduce innovations that attract customers and make the buying experience at petrol pumps more enjoyable. The high level of IT capability in the organisation is being utilised to drive various new business initiatives, as in this case. The medium will also be leveraged to communicate information to the public on oil conservation, safe driving habits, and other public service messages.”
Dasgupta further said, “We believe in building consumer brand engagement. Future TV Fuel, a Future Media vertical, is designed to reach out to captive audiences at fuel consumption spaces and will air specially created crisp content as well as advertisements, giving advertisers engaged audiences.”
Future Media will manage both content and advertising for the network for the alliance period. BPCL has an integrated Data Centre at Noida, which it proposes to use as the network operating centre for the TV network.