Nice Ads, a Mumbai-based outdoor media owner, has recently bagged the rights to the route map transfers placed above the entry and exit doors in Mumbai’s local trains which were first owned by MMS. The company has won the rights for three years for all local trains shutting on the Central and Harbour Lines of Mumbai.
The company will look after the branding on a total 96 trains on these two lines. A nine-coach train has 66 transfers to assist commuters with directions, stations, distance and time taken to reach while and the twelve-coach ones have 88 transfers each.
Elaborating on why these transfers make for great advertising space Nikesh Gupta, owner, Nice Ads, says, “Route map transfer is certainly a cost-effective medium and is ideal because of its strategic location, just above exit doors. Over 30 lakh commuters travel by train on the Central and Harbour lines; therefore, cost per thousand is extremely low.”
Advertising costs on a single nine-coach train with all its 66 transfers comes to around Rs 18,000 and Rs 22,000 for the twelve-coach train.
Source: Bombay Adclub