Laqshya Media has recently been awarded the full bus-branding contract for the Bengaluru International Airport Ltd (BIAL) buses by the Bangalore Metropolitan Transport Corporation (BMTC). This contract is for a period of six years. This is the company’s third major airport advertisement rights contract after bagging the independent advertising rights for the Rajiv Gandhi International Airport (RGIA) Hyderabad, and Colombo Airport through its subsidiary, Vertigo Lanka.
Laqshya OOH Media has been selected from among several other local and regional media owners in Bangalore through a transparent and competitive bidding process that was called by BMTC for awarding the first ever full bus branding contract for 62 AC buses (40 new Volvo and 22 old AC buses) that shuttle between the Airport and the city.
Confirming the news, Soumitra Bhattacharyya, CEO, Laqshya Media, said, “I think this is a wonderful opportunity for Laqshya to showcase a transit media option, but this win can be the platform to also showcase Laqshya’s creative impulse. Bus branding has been there for a while, but what we intend to do is bring in creative quality which is going to be a visual treat. The medium might already have been explored by various companies earlier, but we believe bus wraps is about creativity blending with exposure and we intend to take this to another level.”
As per the agreement, Laqshya will manage and maintain the advertisements by offering external full bus wraps to prospective clients and third parties for advertisements.
Located east of the Bangalore-Hyderabad National Highway (NH 7), the new airport can be accessed only by road, which gives brands an opportunity to cater a projected annual flow of 1.14 crore passengers, which accounts for 31,232 passengers per day. Out of which 75 per cent of the passengers are domestic and 25 per cent international. The domestic and international operation at the airport is distributed between 6 am and 10 pm, and in the 16-hour span, BIAL receives 1,464 domestic and 976 international passengers per hour, which means 2,440 eyeballs per hour.