'Bus Wraps' as New Age Media

In the Mumbai traffic, a crawl that it can be, you are unlikely to missed the swathe of colours and splash of brands on wheels. These colours and brands ride the exterior of an air conditioned bus, which is donned from head to toe in what must be the most attractive attire, advertising the latest in products and services – from financial services to FMCG goodies. These “ bus wraps” as they are popularly known within the advertising fraternity, stand out much like billboards in motion, something passengers or pedestrians can hardly ignore.

What is more, many agree that they look good! From the time this innovative platform was introduced last year, the 270- strong fleet of ‘ AC King Long’ buses from the Bombay Electric Supply & Transport undertaking (BEST) has created quite a stir in the area of transit advertising. It’s got the footprint for a large and meaningful display, it gives the premier mode of transport form the municipality a glamorous edge – not something usually associated with the civic body – and it is comparable to some of the best platforms in transit advertising seen anywhere globally.

“ We have got quite a good response for the ‘ AC King Long’ bus services so far,” said Public Relations Officer, BEST, N A Walavalkar. Demand for the medium has been quite promising. “ Advertisers and agencies have welcomed this medium,” says Group Head, Shree Advertising and Marketing, Tuhsar Gogri, putting it rather unglamorously.

Shree Advertising’s sister unit, Top Way, has won the ten year exclusive rights to advertising on the BEST ‘ King Long’ fleet.Also, it’s being recognised as a unique way to reach a mass audience. These buses have the ability to grab attention viewers – it’s something you can completely tune into. “ People look at it as a moving hoarding given that the size of the bus is almost 40' x 10', covering both sides… these buses almost look like two hoardings, moving through the roads of Mumbai,” says Gogri.

The medium offers great coverage with vast reach and spread, particularly because of its mobility. Some of the brands that have been featured regularly are Cloud 9- the energy drink provider, the Lodha Group, Future Generali Insurance Ltd., IDBI Fortis Life Insurance Co. Ltd., Wrigley's Orbit Chewing Gum, 93.5 Red FM, Johnson & Johnson Acuvue, Visa, Danone and Sony Entertainment Television to name a few.

“ This mediums adds value, it costs less, with just as much of an impact. A client who takes the ad gets a full size ad and he can use the creative very effectively,” says Amit Vora, MD, Media Circle. Media Circle handles names like Sony Entertainment Television, Visa etc.

Display charges are at around Rs. 2 lakhs per month per bus, with additional cost for printing and mounting the bus wrap going up to around Rs. 35,000. Many ad executives agree that it’s a sort of new age media, which many brands will relate to. “ For us, this is a wonderful experience. People have welcomed it as an innovative medium, and the response is very satisfying,” says Gogri. “ All sectors have used this medium extensively.

There are clients who repeat their booking again, which shows the response this medium has given.” In sum, this has turned out to be a successful innovation from BEST, which runs a rather efficient and professional transport service and remains true to its stated goals, one of which is to achieve a position of status and value in the Mumbai City.