Ads taking over Suvarna buses’ brand image

Ads taking over Suvarna buses’ brand image
Deepa Bhasthi | TNN

Bangalore: A number of buses in the city are changing colours by the day. In fact, they are so camouflaged by popular brands adorning their sides, that commuters are at a loss to identify the class of bus behind the ads.
BMTC has given Suvarna buses plying from the city to Bengaluru International Airport (BIA), and on other routes, for a branding experiment. “The exercise is merely experimental,” said BMTC projects director Garg. He told STOI that 43 Suvarna buses have been given for branding.
The tenders were passed in August this year in favour of an advertising agency, for a period of five years. Under the arrangement, different companies have put up advertisements on 22 Suvarna buses going to BIA and 21 on other routes. However, BMTC sources said the ad agency is likely to discontinue the exercise due to lack of takers.
The global recession has hit many companies hard and not many are keen on hiring a bus at a cost of Rs 8 lakh for one year. The sources added this is a high price in the given economic conditions and the agency is not “feeling very comfortable.’’ Garg said the experiment will soon end and the buses will regain their original look.
Special bus shelters
The BMTC had proposed several special bus shelters for its BIA-route vehicles. BBMP is in charge of the construction work. As of now, 35 shelters across the city are in the pipeline.
CHANGING COLOURS
BMTC’s branding exercise extended to Suvarna buses 43 Suvarnas, including 22 on BIA route, have been painted Ads cost Rs 8 lakh per bus per year Recession said to have hit ad agency; likely to discontinue exercise Companies shying away from advertisements