Giving an international level facelift…
- JCDecaux advertising redefining OOH
JCDecaux has made New Delhi look better than ever.
The 197 operational bus queue shelters in NDMC area
have given an international look-and-feel to the city.
After redefining New Delhi, they are all set to recreate the
magic at Mumbai, Bangalore…and other Indian cities.
In tête-à-tête with S&G Pramod Bhandula, MD, JCDecaux
Advertising India Pvt Ltd shared his views. Excerpts.
Delhi is changing and it’s
changing for better. The
city adorned with worldclass
street furniture is looking
really nice. And behind this
facelift, there is just one name…
JCDecaux. Since the company’s
venture into the Indian market in
2006, they have taken the outof-
home (OOH) advertising
industry by storm. JCDecaux,
Europe’s no 1 outdoor advertising
company and the no 2 worldwide,
has marked its entry in India, by
tying up with New Delhi Municipal
Corporation (NDMC) for around
200 bus queue shelters. And
company takes pride in
successfully completing 197
shelters by the end of 2007.
“When we started our project,
we did face some bottlenecks,
but with our researched approach,
we finished our project in time,”
shared Bhandula.
Under the agreement, JCDecaux
and NDMC are working together
for these shelters, which are
installed in NDMC area. The
complete maintenance of these
shelters are being handled by
JCDecaux. Throwing more light
on the maintenance of these
shelters, Bhandula elaborated,
“Everyday our team visits each
and every shelter for daily
maintenance and cleansing. We
have a team of 22 well-trained
professionals, who take care of
every minute detail. Our six wellequipped
service vans are always
on move to mend any damage to
these shelters. The water that
we are using to wash and clean
these shelters is RO purified. We
are very careful about the
maintenance of our shelters.
Other interesting and little known
fact about these shelters is that
these bus-q-shelters are equipped
with rain water harvesting system.
So besides beautifying the city,
we are also contributing to social
cause. Our team works in a real
holistic manner, they can even
mount/replace the advertising
setup in just 4½ minutes.”
All these shelters are fully
occupied with advertising
campaigns and actually they are
attracting great attention of
media planners. And most of
their advertisers are biggies,
which includes HT Media, TOI,
Airtel, La'oreal, etc. As per
Bhandula, JCDecaux's USP is
their advertising design and style,
which is constant all over the
world. “These shelters have one
front panel with two-sided
standee. The backside of the
central board is for social
message or city information.
Answering to a question,
Bhandula said, “In India, the
concept of multiple advertising
within one site has not yet
started. So, we have one
advertiser for every shelter. But
we are trying to bring in the
concept of multiple advertising
to Indian market as well.”
After receiving positive feedbacks
for various campaigns, now
JCDecaux is offering innovations
also. Recently, Adidas and Mother
Dairy ran innovative campaigns,
which displayed the original
products at the site.
Like in most of other countries,
JCDecaux is promoting the
trend of weekly advertising
campaigns. “We recommend
better advertising through
more shelters than days. A
weekly campaign on 20 shelters
will definitely have better brand
recall. And it costs around Rs 6.5
lakhs, which is quite reasonable
in today’s world, considering the
current media trends.”
The outstanding quality and
unmatched designs have provided
the required fillip to the company.
And while talking about the quality
standards, Bhandula explained,
“We have a set of guidelines for
us and our clients, in terms of
quality. All the creative campaigns
are being printed only on “Yupo”
synthetic paper, its technical
superiority, its unique attributes
and the many applications for
industry and design make it the
only choice and the best choice.
And we recommend only UV
printing. In Delhi, we have
identified six such printers, who
have our approvals.
Talking about the company
growth, he explained the recent
project of MMRD, Mumbai,
wherein they will be installing 120
bus shelters in Bandra – Kurla
centre. The company is also
excited about Bangalore’s new
airport for which they have
acquired the total advertising
rights. “We already have around
145 airports across 34 countries.
We are number one in the world,
in this field,” added Bhandula.
Pramod Bhandula in cheerful expression...
“Winning the advertising contract
for Bangalore International
Airport Ltd (BIAL) has further
strengthened our position in the
Indian market. This contract, for
a period of seven years, was
secured following a tender
process. We are BIAL’s exclusive
partner for all advertising options
inside and outside the airport,
including the approach from city
to road to the airport,” concluded
Bhandula.