As a mode of public transport, buses are inevitable to any part of the city. Even though trains or metro trains take a chunk of it, the major part of transporting passengers is often done by the thousands of buses which ply all day long through the diverse routes of cities. There are many sects of passengers who do not prefer trains as most often it will further make them to catch a bus or taxi to reach their destination whereas buses will enable them get in front of their destination or door step. Now coming to the passengers, there are all category of passengers travelling in buses which ranges from ordinary buses to Volvo ac buses. Rich/ poor, Hindu/ Muslim/ Christian, Student/ Office worker, all sects of people travel on buses. For advertisers, it is the sole reason which makes bus branding one of their favourite tool of advertising.
Aptly referred as the “Silicon Valley of India” or the “IT capital of India” because of its role as the nation’s leading information technology (IT) exporter, there are several leading technology solution providers which has made Bengaluru as its base like ISRO, Infosys, Wipro and HAL. Bengaluru is the second fastest-growing major metropolis in India and is home to many educational and research institutions in India. National institutions like Indian Institute of Science (IISc), Indian Institute of Management (IIMB), National Institute of Fashion Technology, National Institute of Design (NID R&D Campus), National Law School of India University (NLSIU) and National Institute of Mental Health and Neurosciences (NIMHANS) are some of the reputed ones where students from various states complete their studies. Numerous state-owned aerospace and defence organisations, such as Bharat Electronics, Hindustan Aeronautics and National Aerospace Laboratories are also located in the city. All this means an enormous opportunity for advertisers to choose Bengaluruas their prime spot for advertising as the market reach is very wide. The fact that Bangalore is a multilingual city is another advantage. Even though the official language in Bangalore is Kannada, other languages such as English, Hindi, Tamil, Telugu, Urdu are also spoken widely.
Bengaluru, a metro city and the capital of Karnataka with a population of around 10 million gives immense possibilities for bus branding. The government agency that operates the public transport bus service in Bengaluru is BMTC (Bangalore Metropolitan Transport Corporation). It operates the highest number of Volvo buses by a public transport company in India. The number of schedules BMTC has on a single day is around 6140 with a fleet of 6410 vehicles. 11.37 lakh km is the distance BMTC covers daily. The number of passengers it carries around to different destinations is calculated around 4.91 million. Little wonder that advertisers look out for bus branding as one of the most effective ways to reach their target audience.
At Bengaluru, advertisers can chose different options for bus branding like interior, exterior and full bus branding. The interior bus branding mainly consists of the back of the passenger seats, driver’s seat back panel space, bus hand straps and sometimes inside bus bodyin limited space. The exterior bus branding consists of ad spaces on the back side and sides of the bus. The full bus branding can get both interior and exterior and sometimes full bus body wrap, of course, excluding the front window.
Bus branding at Bengaluru is ideal for those advertisers who have limited budget for advertising. The advantages of bus branding is numerous. The greatest advantage is that it can be used for geo-targeting and attaining a target audience of all ages, backgrounds and incomes. The reach and frequency within a local market is very high for bus branding in a city like Bengaluru. The high visibility it provides is not limited to just passengers but also people who use other modes of transport as most probably they may catch a view of the bus plying when they are out of their homes. The ability to build the brand with locals for bus branding is high. Also, the exposure to the brand during peak hour traffic is definitely an advantage of bus branding. The continuous exposure to an ad campaign will definitely catch the mind of passengers. Advertisers on the other hand choose bus branding for announcing new products and seasonal discount offers apart from the familiar branding. The trend is to choose mass number of buses and campaigns running at least for 4 months continuously.
The advantage of BMTC is that it reaches the nook and corner of the city. The increasing acceptance of public transportation consisting of Volvo AC Buses also works in favour for them. The anticipated reach of advertisements through Volvo Buses is around 2.5 lakh travellers everyday and successfully over eight lakh unique passengers in a month. The passenger friendly measures of BMTC like BMTC Pass, BMTC Smart Card, BMTC App and the promotion of ‘Bus Day’, an event urging citizens to use public transport also attract many to BMTC buses.
Brands targeting working professionals, brands with complex communication like insurance, mutual funds can use bus branding effectively. Real Estate, FMCG’s, Banks, E-commerce stores all have been bus branding with good results. It is also good for creating awareness like public health initiatives, vaccination news and so.