IndiaMART, an online marketplace for businesses, has become the first brand to envelop the Delhi Metro on the Yellow Line route. The fully brand-wrapped Metro, plying from Jahangirpuri to Huda City Centre, was unveiled on December 18, 2014. The online marketplace will be starting a wrapped Metro on another important route, that is, Blue Line route, from Dwarka to Noida from December 19, 2014 onwards.
The Metro wrap initiative has been carried out by Rapport www for IndiaMART and features brand ambassador Irrfan Khan, along with the brand message – ‘Kaam yahin banta hai’.
Speaking to allaboutoutdoor, Sumit Bedi, Vice President – Marketing, IndiaMART, informs, “The Metro wrap initiative will be carried out for a period of three months, with the possibility of extending it to six months.”
On choosing the Metro route for the branding exercise, Bedi adds, “It is for the first time that the Yellow Line of the Delhi Metro Rail Corporation (DMRC) has been opened up for branding. The Yellow Line route is one of the longest routes of Delhi Metro. Besides travelling through important business hubs such as Chandni Chowk, Chawri Bazaar and Kashmere Gate, the route also covers Gurgaon, where the big corporate houses reside.”
He further says, “The Yellow Line also offers a clutter free medium for our brand, besides greater reach as this Line sees an estimated 1.4 million commuters daily. We are confident that this initiative would help us reach out to a large pool of commuters and surround them with our brand, helping them understand us in a better way.”
The wrap features various contextual messages, along with Irrfan Khan, who seeks to connect with people inside and outside the train by communicating about IndiaMART. With the strategic route under its belt, IndiaMART primarily aims to gain the attention of people who are known to travel on this route regularly and communicate the brand thought ‘Kaam yahin banta hai’.
According to Kavita Sharma, AVP, Initiative, “For the very first time Delhi Metro will be brand wrapped on the most longest and relevant routes of Delhi that covers key business hubs. We at Initiative are very excited by this activity and expect it to bring high visibility to IndiaMART and help in driving awareness.”
Charanjeet Singh Arora, AVP, Rapport ww, adds here, “We are excited to partner IndiaMART in this journey. IndiaMART has utilised this wonderful large size clutter free mobile billboard (DMRC train wrap) to the best. The creative is very attractive and loud and gives instant connect to the mainline campaign. Inside branding is very contextual and interesting and something which is very unique and never done before.”
IndiaMART’s brand campaign has been launched across various mediums – TV, radio, online, and now OOH. It positions the online marketplace as the preferred choice of buyers for fulfilling all their key requirements, whether business or personal.
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