The OOH (Out-Of-Home) advertising company will pay EMIs on the car for a period of 3 years while owner will have to pay EMIs for balance 2 years besides making 25% down payment on purchase of the car. In return car owners will have to carry advertisements on their cars in the form of vinyl stickers which would cover 40-60% of the car’s external space.
Dreamers Media CEO Sunis Mohamed, says that this novel way of advertising will enable brands to reach far and wide in a more effective way while it will also attract the attention of an extensive range of audience. Still in its infancy, this style of advertising is on the brink of expansion.
Dream Media is expected to launch this scheme in the first week of September and is targeting around 15,000 vehicles this fiscal and a total of 1 lakh vehicles in the next year. The only condition is that cars should not have an on road price over INR 6 lakhs and these vehicles should travel 1500 kms per month in metros and about 1000 to 1200 kms in Tier II cities.
Dreamers media and advertising launches a revolutionary concept in the OOH space
- Medium: Exterior of privately owned cars
- Current scope: All India
- Further expansion: Asia Pacific and Middle East (already offices in place)
- Target car range: Up to Rs. 6,00,000
- Target group: Middle income group with annual income less than Rs. 10,00,000 who feel a pinch in the pocket while paying their EMI’s
- Material: Top quality Vinyl stickers printed using eco solvent inks.
- What we do: We pay the EMI’s for those who buy new cars through our scheme and in turn we secure the exterior of the car for three years. They need to travel average 1500 km per month, keep the car clean, should not tamper with the sticker and VTS.
“According to the PWC India’s Entertainment & Media Outlook 2011 report estimated the OOH sector at INR 14 billion in 2010 showing a growth of 12.0% over 2009 and despite global recession, the OOH in India is expected to grow between 10 -13% CAGR over the period 2010 to 2015.”
Mumbai, 11th July, 2013: Dreamers Media and Advertising Pvt. Ltd today announced the national launch of theirRevolutionary concept in the OOH space, adding a unique dimension to the world of advertising. This new concept in in-transit advertising will engage with consumers for the first time directly through the passenger car segment and benefit allied industries – the direct beneficiaries being the Auto industry and allied arms like Banking and Insurance.
Consumers who wish to purchase a car through Dreamers can avail of the offer by paying a 25% down payment with EMI tenure of 5 years. Dreamers will pay the EMIs for the first three years while the consumer will make the payments for the last two years; in return Dreamers will utilize 40 – 60 % of the customer’s car space. This space is the commercial driver for Dreamers, which will then sign up both long and short term contracts with interested advertisers.
Speaking on the concept Mr. Sunis Mohamed, CEO, Dreamers Media and Advertising Pvt. Ltd said, “With our unique offering we intend to create demand and give a boost to the auto industry which is currently going through a lull phase. It will allow a common man to translate his aspiration of buying a car into reality. At the same time, the concept will also enable brands to reach in the most interactive manner to a wider target audience and create a new communication medium in the OOH space which still is at a very nascent stage and is poised for growth”.
Dreamers is already talking with auto majors the automotive sector, and the company is also looking at associating with various national and private banks and insurance companies as well.
Speaking on the occasion Shivani Lorai, Director Marketing and Sales, Dreamers Media and Advertising Pvt. Ltd said, “As indicated by recent reports, Out-of-Home advertising has assumed greater importance due to increasingly busy work schedules, longer commutes and lesser time dedicated to watch television or read a newspaper. Out-of-Home advertising increases the number of connect points with consumers and engages them at different levels, even when you are stuck in traffic.”
“We have invested a lot of time and effort in setting up strong back-end support processes like a 24 x 7 call center to ensure pipeline maintenance, handle customer complaints and business partners, an in-house design team for making creatives and field staff to ensure cars are clean, stickers are intact and VTS is working”, Sunis added.
With positive feedback from advertisers, partners, OEMs and banks and partnerships in the pipeline, DreamersMedia and Advertising aims to achieve a turnover of 150 crores in the first fiscal.