Driving visibility in an innovative manner
Meru cabs has tied up with Tata Green Batteries to increase visibility of the batteries through cabvertising
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-- Meru Cabs, India's largest and favourite metered radio cab service has tied up with Tata Green batteries to kick start the alliances which it intends to form with the leaders in the industry.
Meru Cabs and Tata Green batteries have come up with an innovative method, by entering into a unique deal. 'Cabvertising', the concept introduced by Meru cabs has caught the fancy of big brands as an innovative way of advertising. Tata Green Batteries wanted to improve its visibility in metros like Mumbai, Delhi, Bangalore & Hyderabad. While they advertised on Radio, they realized that it is important for them to be seen across multiple touch points. Taxi media was identified as a key driver of visibility purely because they travel across length & breadth of city and deliver high visibility at important touch points e.g. Airports, residential complexes, business districts etc.
'This was a good opportunity for Meru Cabs to leverage a Tata Group brand and offer them brand saliency', comments Mr. Gavin D'Abreo, VP Marketing & Sales, Meru Cabs. The alliance system works for both the advertiser and Meru Cabs. Tata Green partnered with Meru Cabs wherein they will be the preferred partner for battery supplies for India's largest fleet operator. In turn Tata Green is provided cab ads on a fixed inventory for the Tata Green brand. To strengthen the alliance, Tata Green will also run 'Battery Care' workshops for all of Meru Cab drivers across India. Thus the two groups have come together and will seek to benefit from use of either party's assets.
In cities like Mumbai & Delhi where radio cabs have become the preferred mode of transportation, Meru Cabs is now chosen as the most suitable form of advertising by various brands. The advantages it has over other forms of advertising are that these cabs are mobile and travel the length and breadth of the city. Also these cabs can be seen in those parts of the city where hoardings and other forms of outdoor advertising is prohibited, thereby giving this form of advertising an upper hand. The drive time in the cabs also provides for the brands to engage with the Meru Cab customers"
Highlighting the strategy behind this deal, Mr. Ravi Gupta, CEO, Tata AutoComp GY Batteries Ltd, said, "We, at Tata Green batteries are committed to using innovative marketing strategies and business practices to build a unique image for our brand".
Commenting on the deal, Mr. Arijit Dutta, Head Marketing, Tata AutoComp said that they initiated discussions with Meru and soon realized they have a lot of common areas which can be mutually addressed. Both the brands are happy with the deal, and are looking at extending this for a longer duration. Also this marks the beginning of various alliances that Meru Cabs intends to form in the upcoming times.
Notes to Editor
About Meru Cabs
In April 2007, "MERU", a world class metered call taxi service was launched in Mumbai in association with India Value Fund Advisors, a premier India centric private equity fund. With capital infusion and professional management assistance available from India Value Fund, Meru cab has pioneered the concept of GPS/GPRS enabled Taxis in India. Since its launch in last year, Meru has continued to receive a phenomenal response from the customers and is consistently distinguishing itself as a provider of superior quality transport.
