Moving Trumpet introduces slim LED based taxi tops

The transit media specialist doubles up with another initiative by acquiring taxis at the Airports in Mumbai.

BestMediaInfo Bureau | Delhi | April 1, 2011

Moving Trumpet Communications, the OOH firm specializing in Transit Media innovates and changes the look of the Taxis in Mumbai by turning them into mobile LED based hoardings. These LED Based Slim Taxi Tops will be seen on the roads from the 3^rd week of March. In the first 3 Months 500 Such Tops will be seen in key areas like Churchgate, Fort, Nariman Point, V.T, Worli, Lower Parel, Bandra Kurla Complex and Santacruz.

The innovation was a result of Client feedbacks and the Industry demands, with the city traffic touching its peak and the roads being busy through the evening, it was necessary to get the older version that was Introduced by MTC last year transformed into a sleeker backlit media which gave complete value to the advertiser with constant visibility through the day and night. The first campaign can already been seen at Churchgate for IDEAL EDUCATION that has more than 20 branches across Mumbai. The campaign is designed to attract the heavy student traffic at the Churchgate Station.

Already a popular medium in cities overseas this medium adds a new leaf in the Indian OOH Industry. The LED Based Taxi Tops is a great recall medium; it is visible through the day in the corporate areas that have heavy traffic with a big display size of 42 x 16 inches. The shape is much sleeker and bigger than the Conventional New York Taxi Tops, it's been fabricated into a Slim LED Television Box. They are water proof and can with stand heat.

Hemanth Shah, Managing Director, Aaren Initiative opines. “LED Backlit Taxi Tops are a good option to build frequency. They have a useful role as reminders and can be directed at the TG day and night. The illumination signs now sport a much better look than earlier and should evoke much better response from advertisers across categories and it's a matter of time before it picks up in India too. MOVING TRUMPEPT is a team led by two young entrepreneurs who are betting big on unconventional options as a business model. The OOH Industry can do well to encourage fresh blood, differential thinking and unconventional but relevant media options to better target for a brand.”

“We at Reliance Communications were happy with the service provided by Moving Trumpet and used the Non Backlit Taxi Tops over a period of 6 months for two of our major campaigns,  now with the new and much better innovation of LED based backlit tops by the young team of Moving Trumpet we are definitely looking forward to exploring this medium in the coming future for our campaigns. It looks sleeker and gives more display area with round the clock visibility,” said Narendra Tyagi, Vice President – Brand and Marketing Reliance ADA.

With Taxi Advertising becoming a popular OOH Medium in India, The Black and Yellow Taxis which are the most commonly used in the city of Mumbai have been organized into a system by Moving Trumpet Communications. These taxis can also be used to market a Product or a Banking Insurance Plan along with the Branding Option available on the Top. The clients get to handpick the areas of the Taxis according to their TG. It is a great Medium for Banking and Telecom Sector since these taxis are located at the Corporate Areas and also used by most of them.

“Transit Media is likely to grow by 20-25% this financial year and would be more wanted by the advertisers. With technology like GPS coming in you can also track down the vehicles the days in terms of locations and running. I am definitely looking forward to this Innovative media by MTC, the numbers will be important though. Scalability will play a major factor,” said Mandeep Malhotra, President Mudramax.

“After marketing Taxi Tops in Mumbai for almost a year, majority of the clients/agencies I met were happy with the medium but looked for display through the day and especially at night since the roads in Mumbai during the evenings are always busy and has slow traffic and that is the time where a commuter spends the maximum time on the road. The Non Lit factor made clients hesitant though there were never any issues on the high penetration and accountability of our acquired fleet, with the display area getting bigger and the backlit option coming in we have received a great response already from clients that we have been in touch with over a period of one year, it has the lowest CPI and maximum customer retention which makes this innovative medium a very good value for money,” said Gautam Bhirani, Director Marketing, Moving Trumpet Communications.

The fleet mostly comprises of Share Taxis that do about 65-70 Round Trips a day from point to point making the Advertisement extremely visible in the picked area. After 8 pm they do regular fares and work on double shifts so the advertisement is on road for a good 22 hours a day.

MTC has also acquired 4500 Taxis at the Domestic and International Airport in Mumbai that can be used to market a service or a product and branded as well in and outside the taxis.

“We at moving trumpet are happy to announce launch of our new service Led Based Taxi Top Advertising Solutions for advertisers in Mumbai. With launch of this new service to our portfolio we expect our revenues to grow for this financial year. We are extremely humbled by response we have received by our existing clients and industry at large and hope to carry on with our objective of delivering excellence to our customers. We have completed a year of providing taxi advertising services in Mumbai now and are happy about the fact that we have bought transparency and reliability to taxi advertising medium,” said Vishal Gupta, MD Moving Trumpet Communications.

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