That’s the proposition that innovative agency CASHurDRIVE has come up with for all car owners
The burden of rising fuel costs and soaring inflation rate,
coupled with the financial crises is hitting companies hard. Moreover, shrinking bottom lines and increased competition is forcing marketers and advertisers to wrack their brains to churn out innovative concepts to woo customers towards their brands. Catching fast on this frenzy is an agency – CASHurDRIVE, which is India’s first On-Wheel advertising agency. This company started operations in August 2008, and already enjoys a strong support in the form of VC Hunt India (a venture capitalist firm). “CASHurDRIVE aims to reach potential customers in a territory that were uncharted by conventional advertising,” Raghu Khanna, CEO, CASHurDRIVE told 4Ps B&M.
The agency has become the talk of the town because it pays private car owners (on behalf of the client) for getting ad stickers pasted on their vehicles. “We have different slabs for the customers depending upon the car make & distance travelled in a day. Payment is either through cash or petrol coupons,” informs Gautam Seengal, MD, CASHurDRIVE.
Quite innovative indeed! But how did the agency zero upon such an idea? “The idea to convert traffic into business opportunities came to me when I myself was stuck in traffic jam. Moreover, during these jams I couldn’t take my eyes off from the funny slogans and vinyl stickers behind trucks and police jeeps,” reveals Khanna. This concept is very popular in countries like Canada, USA & Australia and in these countries yearly advertising rentals for cars run into thousands of dollars per ad. In India though this is an emerging concept and CASHurDRIVE is betting big on gaining the first movers’ advantage in this stream. However, there is a big threat to the agency from radio taxis and buses carrying advertisements. Despite this, the agency has been able to bag some big-ticket accounts like Reliance Mobile and 94.3 MY FM. The agency is also in talks with Vodafone, BIG TV, Airtel, et al.
The core competency of this ad agency lies in the fact that it provides its clients a direct customer approach. “We work on ‘permission marketing,’ which is a new concept in India. Currently we are present in North India but soon we would have a pan India presence,” explains Khanna. The revenue model of the agency is a fundamental one with CASHurDRIVE trying to generate revenues from online and on-road model. The end idea is to provide value added services to their clients. The agency has collaborated with HPCL/BPCL for providing fuel coupons to the car owners and Autographics Digital for printing vinyl wraps on cars. This agency has also centralised the printing of stickers in Bangalore. That’s not all! CASHurDRIVE also provides a vehicle tracking system so that clients can track the exact location to where their brand is travelling.
Little wonder that CASHurDRIVE has caught the attention of eight advertisers within the first week of launch itself and boasts of 12,800 proud car owners. After all, if Sachin and Dhoni can earn millions through ads why can’t an average Indian consumer
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
The burden of rising fuel costs and soaring inflation rate,
coupled with the financial crises is hitting companies hard. Moreover, shrinking bottom lines and increased competition is forcing marketers and advertisers to wrack their brains to churn out innovative concepts to woo customers towards their brands. Catching fast on this frenzy is an agency – CASHurDRIVE, which is India’s first On-Wheel advertising agency. This company started operations in August 2008, and already enjoys a strong support in the form of VC Hunt India (a venture capitalist firm). “CASHurDRIVE aims to reach potential customers in a territory that were uncharted by conventional advertising,” Raghu Khanna, CEO, CASHurDRIVE told 4Ps B&M.The agency has become the talk of the town because it pays private car owners (on behalf of the client) for getting ad stickers pasted on their vehicles. “We have different slabs for the customers depending upon the car make & distance travelled in a day. Payment is either through cash or petrol coupons,” informs Gautam Seengal, MD, CASHurDRIVE.
Quite innovative indeed! But how did the agency zero upon such an idea? “The idea to convert traffic into business opportunities came to me when I myself was stuck in traffic jam. Moreover, during these jams I couldn’t take my eyes off from the funny slogans and vinyl stickers behind trucks and police jeeps,” reveals Khanna. This concept is very popular in countries like Canada, USA & Australia and in these countries yearly advertising rentals for cars run into thousands of dollars per ad. In India though this is an emerging concept and CASHurDRIVE is betting big on gaining the first movers’ advantage in this stream. However, there is a big threat to the agency from radio taxis and buses carrying advertisements. Despite this, the agency has been able to bag some big-ticket accounts like Reliance Mobile and 94.3 MY FM. The agency is also in talks with Vodafone, BIG TV, Airtel, et al.
The core competency of this ad agency lies in the fact that it provides its clients a direct customer approach. “We work on ‘permission marketing,’ which is a new concept in India. Currently we are present in North India but soon we would have a pan India presence,” explains Khanna. The revenue model of the agency is a fundamental one with CASHurDRIVE trying to generate revenues from online and on-road model. The end idea is to provide value added services to their clients. The agency has collaborated with HPCL/BPCL for providing fuel coupons to the car owners and Autographics Digital for printing vinyl wraps on cars. This agency has also centralised the printing of stickers in Bangalore. That’s not all! CASHurDRIVE also provides a vehicle tracking system so that clients can track the exact location to where their brand is travelling.
Little wonder that CASHurDRIVE has caught the attention of eight advertisers within the first week of launch itself and boasts of 12,800 proud car owners. After all, if Sachin and Dhoni can earn millions through ads why can’t an average Indian consumer
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
Top Articles on IIPM:-
'This is one of Big B's best performances'
IIPM to come up at Rajarhat
IIPM awards four Bengali novelists
IIPM makes business education truly global-Education-The Times of ...
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
IIPM ranked No. 1 B-school in India- Zee Business Survey ...
IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
IIPM ranked ahead of IIMs
advertising. I can’t name specific advertisers, but youth related brands are advertising more on social networking sites. The major reason behind this is the emergence of social networking sites as a community of 18-24 years old. Even fashion brands are advertising on social networking sites these days.
realised that not only was it being mouthed by a foreigner – well, you know us presumptuous folk – but by the MD of Oriflame India Pvt. Ltd., Fredrik Widell himself! After thanking our lucky stars we had not given away the state’s secrets chatting away sweet nothings in Hindi, we got down to finding out what in heavens was a foreigner doing in India selling ‘stuff’ to Indians?
the account. The company offered that it wants to revamp its brand communication across multiple touch points. Thus it decided to shift the agency to infuse a fresh thinking into the brand Pepsi.Losing Pepsi is surely a blow to BBDO. As per Advertising Age's 100 Leading National Advertisers report PepsiCo spent $162 million on brand Pepsi in 2007. Now that surely is a big blow, especially in the recession times when business is already low. 
feel that cost of money has still not come down to a level from where they can go for a rate cut. ICICI, in fact, has increased its home loan rates by 100 bps from 12% to 13%. No doubt, the Central Bank has been persuading banks to lend more to the troubled realty sector and to make it happen it has also reduced the risk-weights on banks’ exposures to the real estate sector from 150% to 100%. But this still has not been able to restore confidence among banks. So, for a rate cut, we think, the wait gets litter longer!
in India. When asked, Sunil Dutt, Country Head, Samsung Telecommunication India told this magazine, “As more consumers are made aware of the merits of an eco-friendly product, the demand for such products is sure to increase.” He however declined to comment on the present or future RoIs on Samsung’s green initiative. Clearly, the full potential of green market is yet to be understood fully by both analysts and marketers, but expectations are flying high. Seeing competition take the lead in the green segment, market leader Nokia too is finalising its plans to launch its mind-boggling range of a 40 bio-degradable products. Other handset players like Sony Ericsson have started trotting the innovation route to capitalise on the green opportunity. However, Rob Enderle, a handset expert from the Enderle Group hands out a word of caution. “Most companies are coming out for these phones for good PR and to meet regulatory standards,” he declares, pointing out that, “Currently the one aspect of eco-friendly that is driving higher prices is anything that reduces energy consumption; unfortunately phones don’t use enough energy to make much difference here.” So he reasons that green handsets may not add much greenery to handset makers’ revenue, unless they make consumers swallow their green pill at higher costs, earning them better margins.
as these bonds are redeemable only after a specific period of time. “Even if the players who are provided with these try to sell them in the market to raise the required cash, they would hardly find any takers for the same,” supports Wadhwa.
the sea port of Carthage as a trading post by the ninth century B.C. In 533AD, the Byzantine Empire took control and for about 200 years from the end of the 7th century A.D when this important sea port was invaded by Arabs, and Islam was introduced. A succession of Islamic dynasties followed. In the last quarter of the 16th century, it became notorious, once again, when a hoard of Barbary Pirates ousted the Byzantines and threatened European merchant ships till the 19th century.
Since my country, like many others, does not have a legal provision for homosexuals, I got married in England where the law allows homosexual existence. In Iran and Saudi Arabia one might be put behind the bars, or even thrown out of the country for being a homosexual because the law of the land does not allow such an existence. The acceptance of homosexuality does not necessarily pertain to religious beliefs. It also depends on what the law of the land says. In Turkey, as far as the law is concerned, it is legal to be homosexual, but that does not mean that the mainstream Turkish society accepts it. They too look down upon homosexuality. Whereas, in countries like Iran and Saudi Arabia, it is a crime that can invite capital punishment. In Pakistan, socially, the idea of being gay is acceptable, but politically, not quite! I did not really come out and reveal my sexuality. My liking for boys over girls went around like a joke in my family. But ‘gay’ was an alien word! A big problem is that these terminologies have never been explained or told about. In our language (Urdu and Hindi), we are called g@%$#; people are not familiar with the term ‘gay’. In some languages, the terminology for homosexuality does not even exist. For e.g, a lesbian Palestinian friend of mine did not know how to tell her parents about being homosexual, because there does not exist any term for it in the Arabic language. And therefore, the ignorance and lack of acceptance.
for centuries, their relations down the years have seen numerous twists and turns. History is replete with stories of their successes and reverses. A good year to start from is 1921, when the Moplah uprising pitted the two communities violently against each other. The Muslims' agrarian revolt against Hindu landlords and British rule is, even today, perceived by many as an anti-Hindu pogrom. And in some quarters, this continues to create bad blood between them.