Ads on the go
Transit advertising is like a moving billboard — catching your eye when you least expect it! Why are brands riding high on it, despite its limitations?
Have you ever found yourself on a platform, casually glancing around, when the vibrant colours of an ad plastered on a passing train catches your eye? Before you know it, you’re hooked, reading a smart tagline or viewing an engaging creative that makes you smile. Well, Mondelez pulled off something similar, but with a little twist. For their Diwali campaign, Cadbury Celebrations partnered with IRCTC to help people secure last-minute train tickets, ensuring that families can come together for Diwali, no matter the distance. The campaign featured two distinctive purple coloured Cadbury Celebrations coaches that travelled across the country, boosting brand visibility while also embodying the spirit of connection & togetherness that defines Diwali.
“Train branding lends a layer of authenticity to the initiative. Beyond enhancing on-ground awareness, it underlines the credibility of this initiative among the passengers and general audiences. Reiterating the fact that Cadbury is genuinely helping people secure a confirmed seat, so that they can get home in time for Diwali,” says Sukesh Nayak, Chief Creative Officer, Ogilvy.
From covering the entirety of trains in bold campaigns to adorning autos with quirky slogans, transit advertising has been making public transport a lot more interesting—and profitable! The BEST buses across Mumbai were once instantly recognisable due to their signature red colour. Now, you’ll see buses draped in vibrant shades of purple promoting Instax or bold blues representing Imagicaa, signalling a lively shift in urban advertising.
