Meru Cabs, the new cab service in India is proving out to be more than a transportation boon. The cabs have re-invented the term transit media and have created a positive impact on the OOH space.

Meru has recently been associated with the movie ‘Toh Baat Pakki’ and has also been associated with brands like Tata Green Batteries, ING Vysya, CIDCO, UTI Mutual Funds, Colors channel, Bharti AXA Life Insurance, Tata Photon+, The Week, and Charagh Din in the past.

Gavin D’abreo, Vice President, Sales & Marketing, Meru Cabs, explained, “We see movies as part of the media and entertainment space that we would like to explore. ‘Cabvertising’ generates more immediate saliency than other outdoor options, as is seen in the usage of bus panels by film marketers. We are exploring this segment aggressively this year.”

For the promotion of the movie, ‘Toh Baat Pakki’, Meru had decorated its cars with flowers to resemble a ‘wedding car’ since the film revolved around the concept of wedding.

D’abreo said, “We are happy to be associated with a project like ‘Toh Baat Pakki’. The innovation of dressing up our cabs with flowers has been noticed across Mumbai. We look forward to doing many such innovations within the entertainment industry.”

Speaking about their future plans, he added, “Meru plans to develop and get more innovative in terms of its ‘cabvertising’ services. We are looking at the feasibility of using varied materials such as Lit Vinyl and 3D Vinyl to enhance the impact of the branding. One of the features that are being looked at currently is introducing a system that can measure the impact of cabvertising on audiences. Meru is also looking at putting up an LCD display option. Meru plans to double its fleet size from the existing 4,500 to 9,000 cabs within a year as part of its plan to become a pan-India player. Other than the cities in which we are currently operational, such as Delhi, Mumbai, Hyderabad and Bangalore, Meru plans to foray into cities like Kolkata and Chennai.”