Floating mid-sea ads may come up near Juhu & Versova beaches, Bandra-Worli sealink
In a first, the Maharashtra Maritime Board (MMB) may allow brands to place their ads mid-sea near Mumbai’s coast in a bid to raise funds for water transportation projects.
According to a report in the DNA, the MMB is set to introduce the concept of floating advertisements wherein brands can undertake promotional activities by placing banners or hoardings on barges.
While this concept has been used successfully in other countries, it will be the first time it will be tried in India. For starters, three destinations – Bandra-Worli sea link, Juhu beach and Versova beach – have been selected for the advertising opportunity.
“Advertisement boards will be fixed on barges which will ply in sea face along Bandra-Worli Sea-Link (BWSL), Juhu and Versova beach. We have got a proposal from one agency, and now we want more players to come forward and give their proposal for the same,” an MMB official told the daily.
The revenue generated from ads will be used for waterway projects, including the purchase of jetty and vessels for RORO lines coming up between Borivali-Gorai/Mumbai-Alibaug and purchase of hovercraft for plying between Mumbai and Navi Mumbai.
The MMB is targeting a minimum advertising revenue of Rs 112 per square feet for illuminated advertising space and around Rs 65 for non-illuminating advertising space.
The move may present new opportunities for marketing agencies and brands, who can use the new format for creating eye-catchy, innovative and creative campaigns.
However, brands could also potentially run the risk of negative publicity if the target audience isn’t on board with the idea, especially since it may block their view of the sea.