AmEx reaches out to the masses through Mumbai Metro One

American Express (AmEx), known for its premium credit cards, charge cards, travel and insurance products across the world, launched a promotional campaign to woo Mumbai. The American giant has put up promotional kiosks at Mumbai Metro One (MMO) Andheri and Saki Naka stations to attract the commuters.

The first promotional zone at Mumbai metro faced the challenge of electricity supply at concourse level. However, the Times Out-of-Home (OOH) team managed to get electricity from the roof, keeping safety and easy flow of commuters in mind. Though one of the security cameras were shadowed due to the kiosk placement, it was supervised and coordinated with MMO authority to obtain no objection.  The kiosk, made of signboard, was right in front of AFC gates that might have been hindrance to commuter flow, however, it was solved by supervising the passenger flow.

Speaking about this, Arghya Chakravarty, CEO, Times OOH, says, "MMO has already transformed the way people travel in the city. It has connected the eastern and western Mumbai and passes through the central business district. We are proud to associate with MMO as their exclusive advertising solutions partner. The first commuter engagement campaign actualised for "American Express MakeMyTrip Credit Card” at Andheri and Saki Naka metro stations has set an example for brands to reach the pin pointed affluent audience.  We believe that AmEx will certainly yield positive response through this engagement campaign.”

This campaign has been executed only at Mumbai Metro Promotional Zone as AmEx wanted to try a new medium to reach out to the masses. Started from December 8, the AmEx campaign will be on at Andheri metro station till December 21, 2014. As for Saki Naka metro station, it is tentatively scheduled from January 5 to 18, 2015.

The campaign is impactful during morning traffic hours, where about 10-15 people halt every half hour to show interest to connect and know more about American Express.