Arnon Media June - August 2021 - Flipbook - Page 21
hen it comes to advertising Tata Motors
leaves no stone unturned. Recently for
their promotion of new Safari, Tata Motors
installed a billboard which became India’s
largest billboard. It was installed on Mumbai-Pune Expressway attracting a lot of attention of the passengers.
It measures a whooping 28,000 sq ft in size with
225 ft width and 125 ft height. Tata Motors claims to
have used 265 tons of steel to build the structure. The
light works makes it visible even in the night. The billboard is visible from a long distance itself due to its
sheer size. It is in the same spot where Tata Motors had
earlier installed billboard for its promotion of Harrier.
Mumbai-Pune Expressway is fast turning into a hotbed
for advertisers to install billboards with maximum reach.
According to them, it is the largest billboard by any automobile manufacturers in India.
Many of the regular travellers through the road
might have remembered how TATA and Jeep fought
with billboards. A few years Jeep had put a massive billboard advertising their Compass car. The billboard had
100 ft height and 250 ft width. For the launch of Harrier,
Tata put a massive hoarding of the Harrier measuring
27,500 sq ft in the same spot. The Safari billboard which
has a cut out of the vehicle and the word ‘Safari’ is visible from quite away on the highway. The video shared
by Tata Motors on YouTube also shows how the hoarding lights up at night and looks massively impressive.
The new Safari is basically a 7-seat version of the
Harrier. It is based on the same Land Rover-derived
OMEGARC platform. Powering the Safari is a 2.0-litre,
4-cylinder diesel engine that produces 168 BHP and
350 Nm. The SUV is offered with either a 6-speed manual or 6-speed automatic transmission.
We all know how Tata Motors aggressively pursue
advertising and marketing activities in TV and social
media. But why did they choose to rely on such a large
billboard? The answer is quite simple- its reach. No medium covers advertising better than billboard or hoarding. You may choose to ignore a billboard but you can’t
really avoid it.
fast turning into
a hotbed for
advertisers to install
OOH help brands to reach more people
Billboards are undoubtedly a great way to reach
the target audience where they live, commute, work
or shop. Mass advertising media such as TV, radio or
social media advertising can be switched off while billboards can never be switched off. They remain active
24*7 all week, month- the period till you decide.
The location of billboard plays a huge part in catching the attention of masses. If strategically placed along
busy roads and intersections more people will be looking at it. As mentioned, people can choose to click on
September 2021 I Arnon Media 21