Life-size ads on vans parked at the edge of the road woo commuters with lit-up messages of pretty houses, cafés, burgers, sports shoes...
Nights on MG Road are a seduction for the weary Gurgaon traveller. Life-size ads on vans parked at the edge of the road woo travelers with lit-up messages of pretty houses, cafés, sumptuous burgers, crispy fries and even sports shoes.
Nocturnal delights on MG Road give way to worldly wisdom in the morning. When Gurgaon heads to Delhi for work, ads on vans talk about life insurance and home loans. “These messages serve as a reminder to attend to important matters in one’s life,” observes an outdoor advertising expert.
Clearly, MG Road, the arterial road that connects Delhi with Gurgaon, is a favourite with advertisers. That aside, the profile of people from Gurgaon is ideal for promoters of lifestyle brands, restaurants, TV channels, real estate companies and banks. “If you examine the traffic, one would see only 50 Maruti 800s and at least a thousand big cars,” says Mukesh Gupta, managing director, Graphisads.
Gupta’s point is people in Gurgaon have high disposable incomes; are accomplished professionally, and certainly can afford a good lifestyle. Marketing manager, Farheen Akhtar, who travels daily from Gurgaon to Delhi, finds the ads on vans quite alluring. “After a day’s work, these beautifully lit ads do tempt me to go to a mall or a restaurant.”
Just as this concept of outdoor advertising is novel, the mobile vans are in itself a unique sight. On the flat backs of these vans are back-to-back panels each with a display area of 300 square feet. The mobile van owners assure a 3,000 km coverage in 30 days.
The advantage with mobile trucks is that ads literally travel in the city, thus augmenting visibility. But there’s a catch. These value-for-money mobile vans are illegal. The MCD does not allow for exhibitionism of any kind, and that explains why mobile vans mysteriously disappear and reappear after a few days.
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