Today, we roll our eyes over gigantic buses and exclaim "WOW"! A pack of KitKat on the body of a bus gives a twist to our tummy, or a bottle of Kinley builds an overwhelming thirst inside our throats. Bangladesh has just entered the age of Transit advertising. Does the term sound unfamiliar to you? Well, then wait a while to learn a bit about it.
Transit advertising is basically an urban advertising form that makes use of buses and taxis to carry messages. In recent times, Dhaka has perceived striking transit advertisements on public buses like BRTC double-deckers and Nirapad. In fact, these vehicles wrapped up all over in awe-inspiring ads are finally making our wait in a jigsaw of traffic jam a little entertaining. Some of the most beautiful transit advertisements are seen on the buses of Userix Nirapad Ltd., which include products like Kinley Mineral Water, Scan Cement, Nokia, electronic gadgets from Esquire Electronics Ltd., organizations like Grameen Phone, HSBC, Standard Chartered Bank, and KitKat, which is so far the best work. The scarlet ad of KitKat has already altered the very mood of Dhaka City. Wherever these buses are spotted eager eyes of public are sure to follow. Even the state-owned vehicles like the BRTC's new crème-white double-deckers display transit advertisements. For instance the ads of Shah Cement, Grameen Phone, Nokia, Romana Paint and Pride Textile grace the bodies of our BRTC vehicles. Even the old red double-deckers are not out of the list; products like Konka Color TV adorn them. Maybe not so dramatic as the buses of Nirapad, but these ads are certainly making our modes of transport look better than before. The messages aimed at creating public awareness against AIDS displayed on the bodies of these buses prove the depth and the estimable social use of transit advertising. There are also ads based on the importance of primary education for children. Even complexion creams, hair oil and contraceptive pills are not out of the list of these transit advertisements. Transit advertising is classified into exterior transit advertising and interior transit advertising. Our transport companies are not limited to exterior transit advertising only; some of the new double-deckers of BRTC are promoting Rexona's anti-perspirant deodorant inside their vehicles. While the interior ads are targeted at the passengers, the exterior transit advertisements strive to draw the attention of the commuters, pedestrians, or in short, the outside world. Bold and colorful pictures and catchy phrases characterize transit advertisements in order to grasp the audience's attention.
This is indeed an innovative form of advertising in the Bangladeshi scenario. The exterior transit advertising often cover the entire body as well as the windows of the vehicles (the kind we see in the buses of Userix Nirapad Ltd.). These are called vinyl images, which allow the bus riders to see out but don't permit the outsiders to view the inside. While bus riding was a hassle for many people at one point of time, today it has become a smart practice for people, young and old alike. Transit advertising is indeed playing a key role in shaping people's attitude and fascination for public transports. These large, pleasing, engaging and moving billboards are adding colors to this bustling city, making a chaotic ride on the street less ho-hum than before.
http://www.thedailystar.net/lifestyle/2003/08/04/page04.htm
Date of publication: August 26, 2003
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