Audio ads strike the right note in Mumbai local trains

Targeting Mumbai Local train commuters with loud & clear messages now are Audio Ads that broadcast advertisements in the trains throughout the day. The audio ads are strategically planned to be in sync with a particular station or important announcements, thus making them quite unmissable.

Lately, major brands have opted for this format, suggesting that the media has huge potential. The list of brands includes Killer Jeans, Amazon, Flipkart and many more. In fact, a brand like McDonald’s recently went quite tactical and creative with the medium by announcing special offers and menus available at their outlet, located at the next station.

Talking about the medium, Abhijeet Daigavane, CEO of Atom O’Sphere, said, “Daily thousands of people travel across the Western line of the suburban trains and we see that the announcements take place only around a particular station; leaving a lot of scope for commercializing the rest of the time when the audio system is not utilized.” Atom O'Sphere had executed a campaign on this media for their client, by partnering with TG Connect, who currently hold the rights for audio ads. Today, TG Connect, in association with Network Media Solutions LLP, run audio ads on suburban trains across western line. The rights were acquired through tender by TG Connect in 2015 for a period of 5 years and the license is likely to extend for another 5 years.

The medium, which offers good scope for creativity and fun, also provides room for experimentation. Since the audio ads are operated from a single server, the audio ads can be easily uploaded to be played anytime in the loop. Ranging from 15 seconds-30 seconds, the ads can be managed according to the hour of the day and stations. Since Atom O’Sphere uses the railway technology and feeds only the audio for the campaign, the investments are low. Thus the media offers has many benefits to offer.

Having gained popularity in the Western line of the Mumbai suburban railway, the format is likely to see a tender for audio ads in the Central, Harbour and Trans-harbour lines as well.