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While speaking to indiantelevision.com, WR's chief public relations
officer Shailendra Kumar says, "Mumbai city makes a major contribution
to the total advertising revenues obtained by WR. However, advertising
revenues lag way behind the freight and passenger tariffs, in the
scheme of things."
The WR, Mumbai division, has tried out several innovative schemes
to encourage clients to increase their advertising spends. "Recently,
we have come up with the 'video wall concept' and attractive glow
signs. We have also forged collaborative partnerships with major
companies. For instance, through a co-branding exercise with the
Bombay Stock Exchange, we keep commuters informed about the highs
and lows of the BSE sensex," says Kumar.
When questioned about the placement of TV screens showing Prannoy
Roy-promoted NDTV India's 24-hour news broadcast at railway platforms,
Kumar says: "The railways haven't directly given the mandate
to NDTV channel. The railways sub-let video walls and other ad space
to a marketing concessionaire or private contractors for a minimum
guarantee. One of these agents in turn leased it out to NDTV. Moreover,
the screens are placed in just five stations in Mumbai."
This is definitely some kind of a coup by NDTV because it is an
exclusive arrangement and has resulted in huge unmeasured out-of-home
viewing as well as great brand recall for the recently launched
news channel.
When questioned about advertising on train coaches and rakes, Kumar
adds, "Certain clients like Indian Oil Corporation and New
India Assurance, for instance, come directly to us while others
are routed through the ad agency. We have witnessed an upsurge in
TV serial programme advertising - a recent example being Sahara
TV's Karishma - The Miracles of Destiny."
However, Kumar doesn't expect to substantial increase in the advertising
revenues in the next financial year.
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