'Ailan' is attracting many at Western Railways
By: Creative Brands Bureau | Mumbai Dated: October 05, 2015
The TG Connect operated Western Railway’s In-Train public announcement system, called ‘Ailan’ is slowly turning out to be a marketer’s delight. From the advertisers point of view it has been a great success as they were successfully able to turn the attention towards them. Each product category has been giving unbelievable results.
The advertisers are getting much more than they had ever expected. For example, Nissan advertised its latest model of DatsunGo on the WR PA system. The jingle was run between Virar and Churchgate in 10 trains for almost a month. The results were more than dazzling. The company received an unprecedented number of test drive enquiries, more than it would normally get following a full page advertisement in any popular local newspaper or a jingle on a Mumbai radio station. Buoyed by the phenomenal response, the company is now planning a more long – term approach to the medium as a part of its media plan in Mumbai.
This is in sharp contrast to the perennial challenges of listeners' attention which marketers have faced for their advertisements – print ads, jingles or TVCs. However, this apparently is not a problem with the PA system on Mumbai local trains. With over 3.5 million commuters travelling on the western local trains every day, ads on the western locals are getting a ready-made, captive audience of a mammoth proportion.
According to Tushar Gogri, Managing Director of TG Connect that manages and operates the WR PA system, "The PA system has an unprecedented reach, thanks to a captive audience of approximately 3.5 million commuters per day. With shrinking attention spans of listeners and a plethora of distractions that traditional media faces, the PA system is proving to be a medium that overcomes almost all of these challenges. We're getting advertisers from all sectors and product categories, those with hundreds of crores of advertising budgets to those with water-tight and miniscule budgets."
It comes as no wonder that the uniqueness of this medium has compelled TG Connect to give the system a name - 'Ailan' - instead of continuing to call it a 'PA system'. The move, according to Gogri "gives the medium an identity and makes it more personal".