OOH media company Pioneer Publicity Corp. won the contract for display of advertisements by affixing kiosks on streetlight poles belonging to the Brihanmumbai Electric Supply and Transport Undertaking (BEST) and the Municipal Corporation of Greater Mumbai (MCGM).
Anil Aggarwal, chief executive officer, Mumbai, Pioneer Publicity,says,”This tender gives Pioneer the advertising rights on 32,000 street lighting pole kiosks across the city for a period of three years, commencing from September 3, 2008, to September 2, 2011,”
Confirming the news, BEST general manager Uttam Khobragade says, “Pioneer Publicity won the tender with a bid amount of Rs 21 crore.” This includes the rentals for Year 1, which is Rs 5.46 crore, and those for Years 2 and 3, Rs 7.77 crore each.
The contract includes advertising on kiosks on poles and non-illuminated display boards on brackets of street lighting poles. These are located in areas in the old city limits of Mumbai, excluding JJ Flyover, Senapati Bapat Bridge, Tulsi Pipe Bridge, Love Groove Bridge, Sion Flyover and Wadala Truck Terminal Road. This is because these areas fall under the purview of the Maharashtra State Road Development Corp. (MSRDC), and not BEST.
Aggarwal shares that of the total 32,000 kiosks, only about 4,000-5,000 are saleable because they are located on the main arterial roads of the city; most of the others are in lanes and bylanes.
Pioneer Publicity also has the advertising rights to other BEST properties, like the back and side panels of buses in the city. It owns rights to130 of the new designer bus shelters in Mumbai.
Pioneer Publicity is headquartered in Delhi and operates in the domain of billboards, street furniture, and ambient and transit media. Its clients include Radio City, Aaj Tak, Honda, Samsung, State Bank of India, Nokia, Axis Bank and Maruti Suzuki. The company also operates and has offices in Mumbai, Kolkata, Jaipur, Amritsar, Ludhiana, Faridabad and Ghaziabad. It owns media in Ahmedabad, too.