The outdoor advertising industry in India has come a long way and has emerged as an important medium giving a plethora of options to brands. These include bus shelters, hoardings, kiosks, gantries, and the mobile display vans, which have become immensely popular in the National Capital after the concept started in Mumbai a few years back.
Brands are increasingly turning to these display vans to increase visibility, some well-known names include CNBC, KSB Pumps, WorldSpace, Globus Shirtings, Mahagun Developers, Pushpanjali Constructions, Unitech, Pyramid Mall, and SBI Life Insurance.
The concept of mobile vans, whose sizes vary from 14x7 ft, 16x8 ft to 20x10 ft, started in Delhi in 2001, wherein one can find these vans stationed in strategic locations like Defence Colony, Nehru Place, Aurobindo Marg, Rajouri Garden, Mayur Vihar, Vikas Marg, Noida, Greater Noida, Gurgaon, Faridabad, Ring Road, and Outer Ring Road, thereby lending brands the desired visibility.
Sharing his insights on this medium, Pramod Bhandula, Chief Operating Officer, Selvel Media Services Pvt Ltd, said, “It’s a vibrant OOH medium proven all across the world. I see a great potential in India as 70 per cent of rural population in India can be tapped with this medium as well for metros, it can be a gift to the city. Instead of having permanent steel structures, the mobile vans are better to handle as they can be removed quickly if need arises to clear the road or a particular area. The skyline does not get a permanent fixers of billboards. It is well established and clients can reach with limited numbers to various locations and target audience.”
According to Mukesh Gupta, Managing Director, Graphisads Pvt Ltd, “This is very different from every other medium in the sense that this is not static. Since this is an innovative medium, this has already captured the attention of everyone. More and more advertisers have switched to this medium because of the benefits this medium offers. The future belongs to mobile vans.”
Citing the advantages that these vans have other forms of OOH advertising, Gupta said, “First of all, it’s the mobility of an ad message. Secondly, latest technology, as the mobile vans offer colourful designs printed through digital technology with life-like pictures. Exclusive creatives are made for mobile vans. Thirdly visibility, as hydraulic vans offer extra height for the messages seen from a distance with ease.”
Lets now have a look at what the brands have to say about this innovative medium of advertising.
SBI Life Insurance runs its mobile vans primarily in South, West and East Delhi. While commenting about this medium, Marketing Officer with SBI Life Insurance who did not want to be named, said, “The medium is extremely good and viable and has tremendous potential which is yet to be explored primarily because of lack of clarity on regulations. The best part of this media vehicle is the flexibility it affords in an out of home campaign. Depending upon the need it can be placed in any part of the city. Also it can be a brilliant platform for creating localized awareness within a city coupled with a promotion / event or as a stand-alone awareness vehicle. It can also double up along with hoardings. Keeping in view the mobility it affords, it naturally becomes an ideal choice for an interactive communication in OOH. The potential for this medium is immense.”
According to Ajay Chacko, Head-Marketing, CNBC TV-18, “Delhi has a dearth of outdoor space and this is a good way to address the issue.”
If we take into account the money that the brands have to shell out in order to advertise on this medium, SBI Life Insurance spends about Rs 1.251.5 lakh in Delhi (depending on whether the van has hydraulic lifts or not), while in Mumbai the cost is between Rs 3.5 lakh and Rs 5 lakh, depending on the location.
On the other hand, CNBC spent anywhere between Rs 2 lakh and Rs 3 lakh per month per van, informed Chacko. However, Gupta of Graphisads put the money roughly in the region of Rs 95,000 per month.
The mobile display vans are undoubtedly cheaper when compared to other forms of OOH advertising. Driving home this factor, Gupta observed, “This is a value for money medium. The other out of home modes of advertising are static. Advertisers have considered this medium as the most effective medium and are showing a lot of interest. In fact, demand is more and supply is less. Cost is not a limiting factor for many advertisers. It is the reach.”
CNBC’s Chacko and SBI Life Insurance also echoed the same thought. Considering its cost effectiveness and the sheer visibility that the brands can get through these vans, mobile vans certainly have a bright future not only in metros like Delhi and Mumbai, but will also gain momentum in cities like Hyderabad, Bangalore, Punjab/Chandigarh, Haryana, Kolkata, Ahmedabad, etc.
Graphisads already supplies vans to many towns in Uttar Pradesh, Punjab and Haryana.