To start with, the company, for the first time in India, plans to install 46” LCD screens, the large-format displays that are ideal for public-facing applications to deliver more impactful solutions. The recce for those stations (with commuter footfall of more than 2 lakhs per day) has already been done and the deployment will be done by November 2010.
The company is looking at 10 screens per station to start with, but can support more if the future demand escalates. These LCD screens will not only give information related to DMRC, but also run commercials and brand promos. “It is accepted worldwide that the customer attention increases 10 folds on a moving media as compared to a static media and if it is presented dynamically, the attention span too shoots up,” said Rajesh Monga, Managing Director, RC&M.
Priya Monga, Business Head of RC&M, added here that the dynamic display was not about the right portrayal of the intended message, that is, the USP, but also the generation of UBC (unique buying compulsion). “It is a way to catch the viewer’s attention, build top of the mind (TOM) recall and influence them for a purchase related decision,” she further said.
RC&M as a group bagged the tender after qualifying the technical as well as commercial bids. Primarily, the group’s in-house wings – namely, Truknox Technologies Pvt Ltd, along with Anitribe Productions and Tykod Media – will take charge of this project to provide innovative solutions for DMRC.
With more than 20 years of expertise in experiential marketing and deployment experience of more than 200 screens for its clients across the country, RC&M has been successful in providing effective solutions to its clients for an enriching experience.
Source: RC&M
