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MTNL targets Mumbai railway stations for ads

03-August-2001
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MTNL targets Mumbai railway stations for ads

MTNL Mumbai is buying all advertising spaces available on the city’s key railway stations to use them to showcase its entire bouquet of products and services. The first two stations to have MTNL painted all over them will be Dadar and Andheri. Vashi, in Navi Mumbai, may be the next.

At present, the arrangement will be for a period of two months, but may be extended if the feedback is good. At Rs 7 lakhs per month, the two stations will cost the company Rs 28 lakhs. MTNL Delhi is also likely to follow suit soon.

This move by MTNL could be a prelude to its proposed plan to demerge itself into various strategic business units (SBUs). The Financial Express recently reported the company’s plan to segregate all its businesses (Internet, data communications, ISDN, basic and cellular) into separate profit centres under separate heads.

The idea is to position MTNL among the masses as a provider of a bouquet of telecom and related services and not just basic telephonic services.

Regardless of the range of services that it offers including, Internet, ISDN, data communications and more recently, cellular, most people still associate MTNL with basic telephony. MTNL’s virtual calling cards, for instance, are yet to catch on.

Dadar and Andheri are two of Mumbai’s busiest railway stations and may give the company the visibility it seeks. The company had eyed CST and Churchgate stations also but had to back out as they were booked already. These two terminals handle the maximum number of city commuters.

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