Making use of the growing number of radio taxis on the roads of the National Capital, Moving Trumpet Communications has introduced the concept of interactive advertising. The company has tied up with Mega Cabs, wherein this service, called MTC Interactive, has been introduced on its fleet of 850 radio taxis.
MTC Interactive, which was introduced on July 1, 2012, is being touted as New Delhi’s first 3G based radio taxi entertainment system service, which also offers marketers a platform to engage, interact and deliver to a prime and scalable audience.
Commenting on the medium and its benefit, Gautam Bhirani, CEO, Moving Trumpet Communications, explained, “Interactive taxi advertising has been used by marketers across the world for its efficiency. It works very well for marketers as they get a platform to interact and engage difficult-to-reach demographic of urban consumers who are on the move with limited time to consume other forms of media. With journeys lasting over 40-45 minutes, it gives ample time to absorb in-depth media messages with few distractions, assuring higher rates of absorption and recall.”
The system works through small screens installed at the back of the front seats of the taxis, where the content is displayed. The user interface is divided into two parts which display TV commercials as well as interactive banner ads. The touch screen facility allows commuters to click on the interactive banner ads, which lead to a microsite or a Flash demo. Typically, in a 45-minute ride each interactive banner is flashed at least 20-22 times.
Bhirani informed that Moving Trumpet has tied up with Reliance 3G for Internet connection. The company has also tied up with Indo-Asian News Service (IANS) as its digital content partner to provide fresh video content, which includes Sports, Bollywood, Travel and Lifestyle Features. “We also have a live ticker at the bottom of the screen which will have updated headlines through RSS feeds,” he added.
Mahesh Daga, CEO, IANS, said “For us, this is an exciting new platform for delivering news and entertainment content. It adds to the repertoire of mediums we serve, spanning print, Internet, radio, SMS and television.”
As far as the advertisers on the medium are concerned, Bhirani shared, “We have got enquiries from telecom players, e-commerce websites, travel portals, consumer electronics, automobiles, hospitality and the BFSI sectors.”
Going further, Moving Trumpet is in talks with a couple of big taxi fleets and is looking to take this service on a larger scale in at least two cities. The company is actively considering Bangalore for future foray.
Founded by Gautam Bhirani and Vishal Gupta, Moving Trumpet Communications has been providing branding solutions using taxis as a strong recall medium.