NEW DELHI: In a major bid to reach more consumers, the state-owned Bharat Sanchar Nigam Ltd (BSNL) has tied up with Indian Railways and Peacock Media to promote its 3G services.
A three-month campaign has been launched as ‘BSNL 3G branded Rajdhani Trains’. This is a massive campaign in terms of visual area as well, since as much as 25,000 square feet of BSNL advertisement creative would be wrapped onto Rajdhani Express trains with a special quality vinyl approved by Research Design and Standards Organisation.
The campaign is targated to attract 15 million eyeballs negotiating 34 locations across 11 states.
The medium deliveries are 85,000 per day eye balls assured through the external vinyl wrap, while internal media are consumed by approximately 1,500 passengers per day. There are approximately 350 panels, 200 table tops and 400 brochure holders inside one train, along with audio jingles, announcements, contest and activation by in-train promoters which would create a great impact and engaging communication for the brand BSNL and its services.
The CSR imagery of BSNL would also gain strength because of the upgraded services experienced by the travelers, including cleaning and maintenance which are viewed to be bought by the BSNL 3G brand.
BSNL’s communication on the Rajdhani trains is focused on 3G services and entices the consumer to ‘get ready for a faster life’ by eye catchy visuals on fast gaming, music download, online movie streaming, video calling, live TV and high speed internet services on the move.
The campaign was launched with the start of the Chennai Rajdhani from the capital over the weekend.
Rajdhani trains connect all state capitals of the country with Delhi and are an ideal advertising medium to reach out to passengers in platforms and en-route audience effectively.
Rajdhani travelers fall under high affordability profile of consumers and hence strategically placed internal media engages them during the long duration of journey.
BSNL will take care for up-gradation, cleaning and maintenance of Rajdhani trains, which will also add on to CSR activity and to establish its BSNL 3G brand in the mindset of people.
BSNL has done a full train external vinyl wrap for the first time in India including internal media for captive visibility.
Routes being covered by this Rajdhani train are Delhi-Chennai, Delhi-Bangalore and Delhi-Thiruvananthapuram. Another Rajdhani train covering Delhi-Sealdah is also scheduled for launch shortly.
