Cabvertisement’ emerges strong revenue stream for Meru
04 Feb 2010
Mumbai: With the demand for fleet advertising growing at a rapid pace just like this trend did in Singapore and London, Meru has tied up with advertisers like Tata Photon, UTI Mutual fund, CIDCO, Colours TV Channel, ING Vysya Bank, Bharti AXA Life Insurance.
A cab advertisement acts like a mobile hoarding; the more the number of cabs, the higher the visibility.
According to the World Advertising Research data centre (2006), in the case of London, cab advertisements produces approximately 50 impressions per mile. This comes to 7,500 impressions per day. For cabs only in Mumbai, there are around 500 impressions per km, which amounts to 1 lakh impression per day per cab and approximately 90 lakh per quarter.
Like advertising on cabs in London and Singapore, Meru has been exploring a total "wrapping" of cabs. Meru also provides advertising clients with the services of its panel of and lithographers who do the printing on its cabs on behalf of clients.
With total wrap on advertisements, the advertiser can take maximum benefit by displaying the product or service on either side of the cab.
However, Gavin Dabreo, vice presient, sales and marketing, Meru Cabs, "Illuminated roof top advertising has yet to be fully explored in our country."
In India, advertisements on the exterior of the car, which is the area below the window of the four doors has been explored till date, where as inside the car, branding or advertising of any sort is done on the seats back pocket or covers. This medium of advertisement has received a very good response and there is a great further potential for cabvertising to grow.
"Advertisements on radio cab fleets are growing with every passing day and are a great alternative in areas where hoardings / bill boards are banned," says Dabreo,
