Mumbai-Pune Expressway is fast turning into
a hotbed for advertisers to install billboards with maximum reach
When it comes to advertising Tata Motors leaves no stone unturned. Recently for their promotion of new Safari, Tata Motors installed a billboard which became India’s largest billboard. It was installed on Mumbai-Pune Ex- pressway attracting a lot of attention of the passengers.
It measures a whooping 28,000 sq ft in size with 225 ft width and 125 ft height. Tata Motors claims to have used 265 tons of steel to build the structure. The light works makes it visible even in the night. The bill- board is visible from a long distance itself due to its sheer size. It is in the same spot where Tata Motors had earlier installed billboard for its promotion of Harrier. Mumbai-Pune Expressway is fast turning into a hotbed for advertisers to install billboards with maximum reach. According to them, it is the largest billboard by any au- tomobile manufacturers in India.
Many of the regular travellers through the road might have remembered how TATA and Jeep fought with billboards. A few years Jeep had put a massive bill- board advertising their Compass car. The billboard had 100 ft height and 250 ft width. For the launch of Harrier, Tata put a massive hoarding of the Harrier measuring 27,500 sq ft in the same spot. The Safari billboard which has a cut out of the vehicle and the word ‘Safari’ is vis- ible from quite away on the highway. The video shared by Tata Motors on YouTube also shows how the hoard- ing lights up at night and looks massively impressive.
The new Safari is basically a 7-seat version of the Harrier. It is based on the same Land Rover-derived OMEGARC platform. Powering the Safari is a 2.0-litre, 4-cylinder diesel engine that produces 168 BHP and 350 Nm. The SUV is offered with either a 6-speed man- ual or 6-speed automatic transmission.
We all know how Tata Motors aggressively pursue advertising and marketing activities in TV and social media. But why did they choose to rely on such a large billboard? The answer is quite simple- its reach. No me- dium covers advertising better than billboard or hoard- ing. You may choose to ignore a billboard but you can’t really avoid it.
OOH help brands to reach more people
Billboards are undoubtedly a great way to reach the target audience where they live, commute, work or shop. Mass advertising media such as TV, radio or social media advertising can be switched off while bill- boards can never be switched off. They remain active 24*7 all week, month- the period till you decide.
The location of billboard plays a huge part in catch- ing the attention of masses. If strategically placed along busy roads and intersections more people will be look- ing at it. As mentioned, people can choose to click on