Emnet Samsara Media revamps screens in BEST buses

Digital out of home advertising and media agency Emnet Samsara Media s revamping its digital screens in BEST buses in Mumbai.

The company has launched a mascot for the channel, a yellow animated TV set with hands and legs, called 'Mumbaikar'.

The tagline for BEST TV is 'Ab aapke bus mein', (now in your bus. But since bus in Hindi means capacity or reach, the tagline actually implies 'now within your reach'). The mascot, creatives and tagline have all been created for Emnet by Mumbai-based creative agency Point of Purchase, popularly known as POPS.

The new and revamped content on the screens will include songs, advertisements, advertiser-funded programmes, infomercials and film reviews. 

Emnet has tied up with Celebrities Management, a part of Media Worldwide, the company that runs music channels such as Music India and Sangeet Bangla.

The OOH company, headed by CEO Suyash Chaini, focusses on creating new media opportunities through innovative value added services. It deals in CCTV and surveillance cameras in BEST (Brihanmumbai Electric Supply & Transport Undertaking) buses, but later launched its own digital TV screens in these buses.

Emnet now aims to make these screens India's biggest transit TV network, and starting today, these screens will be known as 'BEST TV'.

For information to the public, the company will also run clips of how BEST manages its fleet, the logistics that go behind operating 4,000 buses and also IDs of bus drivers and conductors, who will introduce themselves and share safety measures with passengers.

Emnet's screens are currently present in 1,335 of the total 4,000 buses, reaching out to approximately 1,500 passengers per bus per day.

With this re-launched brand, Emnet will now offer advertisers each bus depot as a market. In all, there are 25 bus depots in Mumbai.

Unlike earlier, when advertisers could pick any number of buses at will from specific depots, now an advertiser will have to take all the buses from a particular depot as a package.

Some of the big brands already advertising on these screens include Dabur, Coca-Cola, Kurkure, Wrigley's, Glaxo, Alkem's Jeevanprash, TV channels such as Zee and Colors, while Airtel, Reliance GSM and others are finalising deals to come onboard soon.