Serve & Volley, the Bengaluru-based out-of-home media company set up by Nitesh Shetty, has won the media rights to Bandra’s HP Petrol Pump façade, which is situated in a high-traffic zone.
The company won the bid in a competitive tender closely contested amongst four bidders, the other three being Pioneer, Creation and Peacock Media.
Raza Syed, regional manager, Serve & Volley is quite confident of this property. He explains that prior to Serve & Volley, no OOH company had the rights to this site. Instead, it was given out randomly, as and when approached by agencies or advertisers.
Discussing the cost for advertising, Syed says, “This media space has been rented by brands for up to Rs 15 lakh for a month; but Serve & Volley will look at just about half this amount — around Rs 7 lakh per month.” However, the winning bid amount remains undisclosed.
Serve & Volley will now focus on marketing this high-visibility pump façade which is located at the crossroads of the main junction of Bandra station, SV Road, Turner Road and Linking Road. The façade is a 60 ft x 20 ft glass glazing and is passed by thousands of motorists each day.
The companies which have advertised at this location include ICICI Bank, Reebok, Sony Entertainment Television, BBC World, Fiama Di Wills and Tata Indicom. The company feels that this site will add premium value to the advertiser due to its huge size and the volume of vehicular traffic.