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WR’s Ailan showing RoI to advertisers

Ailan—the in-train public announcement (PA) system in Western Railway (WR), is showing RoI to the advertisers

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Sonal Desai
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MUMBAI, INDIA: Ailan—the in-train public announcement (PA) system in Western Railway (WR), is turning out to be a marketer’s delight. The PA is showing RoI to the advertisers.

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With over 3.5 million commuters traveling in the local trains on the Western line every day, ads are getting a ready-made, captive audience.

For instance, Nissan advertised its latest model of DatsunGo on Ailan. In less than a month, the company received an unprecedented test drive enquiries, more than it would normally get following a full page advertisement in a local newspaper or jingle on a Mumbai radio station!!  That too by running the jingle in just 10 trains between Virar and Churchgate.

Buoyed by the response, the company is now planning a long-term approach as a part of its media plan in Mumbai.

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Similarly, DDPL Global Infrastructure, a real estate developer, advertised its Naigaon-based residential property, Global Arena, on the WR PA system for 20 days. The company’s sales offices received more than 4 times the number of enquiries till date. According to the builder, the enquiries were more than 6 times that of the most successful media options they had ever chosen.

Amit Vasani, Sales Head, DDPL, said, “We have been converted into believers of the power of this medium and going forward, we plan to use this as part of our long-term media plan.”

EversinceTG Connect, the company that operates the PA system introduced advertisements on the audio system advertisers across the board have seen an increase in eyeballs, and RoI in short term.

According to Tushar Gogri, Managing Director, TG Connect, “The PA system has an unprecedented reach, thanks to a captive audience of approximately 3.5 million commuters per day. With shrinking attention spans of listeners and a plethora of distractions that traditional media faces, the PA system is proving to be a medium that overcomes almost all of these challenges. We’re getting advertisers from all sectors and product categories, those with hundreds of crores of advertising budgets to those with water-tight and miniscule budgets.”

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