Meru Cabs explores movie and entertainment space
The humble taxi is fast evolving from being a mere mode of transportation to creating maximum impact in the OOH space. Radio can service provider Meru Cabs had recently tied up with the film ‘Toh Baat Pakki’, and buoyed by the association, is now further exploring the movie and entertainment space.
The humble taxi is fast evolving from being a mere mode of transportation to creating maximum impact in the OOH space. Radio can service provider Meru Cabs had recently tied up with the film ‘Toh Baat Pakki’, and buoyed by the association, is now further exploring the movie and entertainment space.
Gavin D'abreo, Vice President, Sales & Marketing, Meru Cabs, explained, “We see movies as part of the media and entertainment space that we would like to explore. ‘Cabvertising’ generates more immediate saliency than other outdoor options, as is seen in the usage of bus panels by film marketers. We are exploring this segment aggressively this year.”
He further said, “Meru had tied up with various other brands in the past, such as Tata Green Batteries, ING Vysya, CIDCO, UTI Mutual Funds, Colors channel, Bharti AXA Life Insurance, Tata Photon+, The Week, and Charagh Din, among others.”
As part of the campaign for ‘Toh Baat Paki’ quite a few Meru cabs in Mumbai were decorated with flowers to resemble a ‘wedding car’ since the film revolves around the traditions of an Indian wedding.
D’abreo said, “We are happy to be associated with a project like ‘Toh Baat Pakki’. The innovation of dressing up our cabs with flowers has been noticed across Mumbai. We look forward to doing many such innovations within the entertainment industry.”
Talking about future plans, he said, “Meru plans to develop and get more innovative in terms of its ‘cabvertising’ services. We are looking at the feasibility of using varied materials such as Lit Vinyl and 3D Vinyl to enhance the impact of the branding. One of the features that are being looked at currently is introducing a system that can measure the impact of cabvertising on audiences. Meru is also looking at putting up an LCD display option.”
He further said, “Meru plans to double its fleet size from the existing 4,500 to 9,000 cabs within a year as part of its plan to become a pan-India player. Other than the cities in which we are currently operational, such as Delhi, Mumbai, Hyderabad and Bangalore, Meru plans to foray into cities like Kolkata and Chennai.”
