In a move that is a media first in Kolkata’s OOH industry, Badamtala organisers have recently sold the exclusive outdoor advertising rights of the Badamtala Ashar Sangha Puja in south Kolkata to Manhattan Communications India Pvt Ltd, the Indian arm of an NRI-owned US company, Media Morphosis.
Dr Animikh Sen, CEO, Media Morphosis, in a telephonic communiqué with exchange4media, said, “We have got the exclusive OOH rights for the Badamtala Ashar Sangh Puja in South Kolkota. However, we cannot disclose the amount.”
Shibaji Basu Ray, President, Badamtala Shar Sangha, said, “Through this deal, we have sold the entire outdoor advertising rights to this particular agency for an undisclosed amount. Manhattan now has the exclusive advertising rights for stalls and banners.”
The company also plans on using the mobile platform to increase consumer interaction and popularise Puja celebrations via SMS driven contests.
Speaking on the need of SMS contests, Adrish Chakravorty, Director, Manhattan Communications, said, “We thought why not create an SMS contest, which would connect people and be a marketing tool to create awareness beyond Kolkata.”
It may be recalled that in May 2008, Bennett, Coleman & Co Ltd had acquired a stake in Manhattan Communications through Times Private Treaties. The company specialises in total marketing solutions, which includes advertising, branding, public relations, marketing and events in India. Its full service affiliates include ethnic marketing agencies Here&Now365 Communications in the UK and Media Morphosis Inc in North America.