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‘Branded’ traffic signals open up new outdoors avenue

08-September-2004
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‘Branded’ traffic signals open up new outdoors avenue

Innovation is the mantra to cut through the clutter of monotonous outdoor advertising. ‘Branded’ traffic signals backed by solar-powered GSM technology have begun making their presence felt. Luminelle Solar Technologies Ltd, along with their value-added partner, Quantum Media Consultancies, has initiated a new signage option at traffic signals in Delhi and NCR.

The content changes every second yet remains fresh, and is successful in establishing the desired connect. Said Arup Dutt, Vice-president, Luminelle Solar Technologies (LST), “Initially, it was an idea to innovatively use solar energy to alleviate the acute power shortage in the Capital. If properly used it could also help maintain traffic signals.” The company is engaged in exploring the possibility of adding value by utilization of alternative energy resources for betterment of life in general.

“Now, where the public interests came, we thought of providing news. It was our own idea. As a matter of coincidence, Zee was also contemplating establishing a network of Light Emitting Diode (LED) boards for displaying online news headlines at various public places. Since we had the property that actually addressed the audience, they saw value and accepted it. Thus we went ahead and forged the alliance. Quantum has been with us from day one.” avers Dutt. Quantum is the value-added partner for LST in terms of sales and marketing.

One major benefit of this branded traffic property is that attention is drawn towards the traffic signals from all directions. The idea is to develop ownership of the geographical location. It all started in 2002, when LST’s 17-month pilot project was approved by the Delhi Police resulting in the company being sanctioned 25 traffic signals. While Zee News is the first client to have taken up this outdoor concept, LST and Quantum are in talks with more clients for the other points across the Capital.

LST installs, commissions and maintains the traffic signals for 10 years free of cost to the government or any nodal agencies. The company offers a package of six signages and four electronic tickers at each of the major traffic intersections. LST has also bagged the rights for two traffic signals in Mumbai and is looking forward to expanding to Chandigarh.

On being asked why outdoor media planners and buyers would pick up an expensive outdoor media vehicle like the LED tickers at traffic signals, Pallav Moitra, Managing Partner, Quantum Media Services, argued, “There are advertisers who are willing to pay the price due to the efficacy of this concept. A typical outdoor medium will not fetch you such quality eyeballs as is the case here.” Moreover, these traffic point tickers are non-intrusive.

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