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
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