Dec 30, 2008

Mktg - India;Download X’mas, New Year ringtones while you wait for a bus

The next time you are waiting at a bus stop in Mumbai or Delhi, don't be surprised if you get a message asking you whether you would like to download wallpapers and ringtones.

JCDecaux India has done an innovation at bus shelters in Mumbai and Delhi using Bluetooth technology. In Mumbai, the bus shelters carry the message: “MMRDA and JCDecaux wish you Merry Christmas and A Happy New Year”. In Delhi, it is NDMC that joins JCDecaux in wishing you.

A Bluetooth instrument is fitted inside the MUPI (multiphoton ionisation) unit placed close to the shelter and connected to a remote server. As soon as a Bluetooth activated handset is detected (within a range of 10 metres), a message is sent asking whether the user would like to download wallpapers and ringtones. If the user presses ‘yes’, he can proceed to download wallpapers and ringtones on the Christmas theme.

JCDecaux executed its first flagship innovations at the ICICI bus queue shelter and the Bandra Kurla Complex in Mumbai and Kasturba Gandhi Marg and Connaught Place in Delhi, in partnership with Mumbai Metropolitan Region Development Authority (MMRDA) and the New Delhi Municipal Council (NDMC), respectively. JCDecaux owns the media rights to both these shelters and the innovations were carried out after seeking the approval of the two concessionaires.

The approximate cost of installing Bluetooth technology ata bus shelter is Rs 10,000. The innovation was put up on December 24 and will continue till January 2, 2009.

Pramod Kumar Bhandula, managing director, JCDecaux India, says, “2008 has been a significant year for innovations for JCDecaux India. Eye-popping innovations for the Louis Vuitton Trunk and Kingfisher Airlines planned at the Bangalore International Airport surprised the audience.

“Continuing its trend of innovative campaigns on bus shelters in Delhi, JCDecaux has announced its arrival in Mumbai with its first Bluetooth oriented innovation, which has received an overwhelming response. JCDecaux India will continue to create such astounding innovations for our clients and the public.”

JCDecaux regularly carries out innovations during the festive season. During Diwali, the rooftops of two bus shelters in Delhi were decorated with gift boxes and lights.

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