NEW DELHI: Transit media is spreading its wings far and wide in the OOH domain, particularly in the wake of public transport networks in different states improving the quality of their vehicles and support infrastructure. Punjab is one of the states fancied as a hot transit media destination. Seizing the opportunity, Katha Mediatix India Ltd, the OOH arm of Mumbai-based Katha Group, has picked the exclusive advertising rights on 1,044 buses belonging to Punjab Roadways (PUNBUS) in a tendering process that saw the participation of leading OOH players like BIG Street, Prithvi Ads and Jagson Publicity.

The advertising rights, awarded for a period of three years, provide for both full wraps and painted displays on the exterior of the buses. Talking about the bid win, Krishnendu Sen, chairman, Katha Group, told network2media, that Punjab being a rich state with relatively high per capita disposable income across cities, towns and villages, brands would be particularly interested to connect with the population that would be exposed to the advertising on PUNBUS buses. These buses operate on both intra- and inter-state routes and cover some 2.77 lakh km and carry nearly 5 lakh passengers in the aggregate each day.

Stating that advertising on the PUNBUS fleet is already an established practice, Sen said that his firm would look to draw advertising from public sector enterprises (PSEs), local industries and non-government organisations (NGOs).

With rural marketing becoming integral to brand promotion, transit media like this would prove to a sound platform for brands to reach out to the largely untapped markets. "For long, transit media of this kind was on the periphery. But lately it has proved to be a fantastic media," said Sen. Katha Mediatix also holds the advertising rights on state transport buses in Uttar Pradesh and Uttaranchal.

What is perhaps needed is greater awareness of the efficacy of this media. On this, Sen said that the firm would look to promote the branding opportunity in key markets and with a wide cross-section of brands.

It helped that the PUNBUS network has good quality buses. "The quality of PUNBUS buses is far superior to those of other public transport networks. They have a sizable number of air-conditioned and Volvo buses as well," said Sen, while adding that with increasing traffic on the road, and the attendant congestion, the visibility of brands advertised on the exterior of buses would increase manifold.

The PUNBUS bid win could pave the way for the OOH firm to extend its reach in several other states through transit media.

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