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OOH players look to tapping the Bandra Worli Sea Link innovatively

03-July-2009
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OOH players look to tapping the Bandra Worli Sea Link innovatively

The long-waited Bandra Worli Sea Link opened to traffic on July 1, 2009 and has been creating much news, over the naming of the Sea Link and the inprecendent traffic jams as Mumbaikars throng to the latest architectural landmark in India’s financial capital.

As things settle down, the real benefits of the Sea Link will be realised, that of cutting short an hour-long journey between Bandra and Worli to merely 7-8 minutes. For OOH players, the eight-laned Sea Link offers an uncluttered skyline.

However, it needs to be kept in mind that since traffic will be zipping through at a fast pace, any OOH display needs to be innovative enough to catch the eye. exchange4media spoke to some OOH players on the outdoor opportunities offered by the bridge over Mumbai’s waters.

Nabendu Bhattacharya, Country Head, Landscapes & Signscapes, Ogilvy Activation, said, “No outdoor opportunities are available now as no media is allowed yet. It will, however, be a great opportunity for advertisers. There should be no clutter in the Bandra Worli Sea Link. There will be small format kiosks and gantries at the toll plaza. As long as gantries don’t get customised, kiosks will look fantastic. We need to look at keeping it uncluttered. So, any space offered on the Sea Link will definitely be very good and important.”

M Kumar, GM - Brand Development, Jagran Engage, said, “There is need to put up quality displays and match up to international standards. The entire stretch is of only seven minutes. In terms of outdoor format, the Sea Link can probably have street furniture for sure and gantries as well. But I doubt there would be hoardings as they are not feasible from the security point of view because of the elevation. As for the TG, you will see an upmarket and premium kind of a target group.”

On a different note, Indrajit Sen President - Projects, Laqshya Media, said, “It is not an OOH medium that OOH players can target. Hoardings won’t be allowed on it, traditional advertising will also not be allowed here.”

It remains to be seen how much of a business proposition the Sea Link turns out to be for OOH players.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.