Dreamers Media and Advertising have launched an interesting scheme for Out Of Home (OOH) advertising. The company will pay the EMI of your car which you buy through them, in return you will have to allow them to run advertisements. We all have seen radio taxis with ads on them, which helps the taxi companies in boosting profits. What Dreamers is trying to do is quite similar and can benefit those who don’t care much about the exteriors of their cars.
So how does it work? You decide a car you want to buy (up to a maximum of Rs. 6 lakhs) and pay 25% downpayment on the 5-year loan. The car will be brought through Dreamers who will then pay the first three years EMI on the vehicle. The remaining 2-years EMI will have to be paid by you. You are eligible if you travel a minimum of 1500 kms a month. The company will cover 40-60% of your car with advertisements and you have to keep your car clean and not tamper with the stickers or VTS (a device which tracks how many kms you have done).
Dreamers Media and Advertising is targeting people from middle income group who have an annual income of less than Rs. 10 lakhs. The stickers used on the vehicle will be Vinyl printed using eco solvent inks. We are not quite sure about other terms like in case of a dent, who will bear the cost of replacing the stickers. The scheme is open all India and will be expanded to other parts of Asia Pacific and the Middle East. A 24×7 call centre has been put in place to ensure smooth functioning of the system. The company is betting big on higher budgets from advertisers, increasing commuting distance and decreasing penetration of newspapers and television. A turnover of Rs. 150 crores is being targeted in the first fiscal.
So what is the benefit. Let’s take the Honda Brio S MT for example. The vehicle costs Rs. 5.55 lakhs (on-road, Mumbai). The ex-showroom price is Rs. 4,89,425/-. Thus 25% down payment will be 1,22,356/-. The pending amount which will be the loan which is Rs. 3,67,069/-. Thus the EMI will be Rs. 8064/- at an interest rate of 12% (Dreamers might get lower interest rate as they will be having higher volumes). Thus Dreams will end up paying Rs. 2,90,304/- and the remaining two years EMI will be Rs. 1,93,536/-. So in total, you will end up paying Rs. 3,81,584/- for a Rs. 5.55 lakh car. Your saving will be Rs. 1,73,416/- although you will really end up saving Rs. 2.90 lakhs since the interest payment is there whether you opt for this scheme or not.
There are very few cars which fit in this scheme since most cars go above Rs. 6 lakhs in price. A diesel car will be easier to live with since your minimum running has to be 1500 kms a month. Does this scheme from Dreamers Media sound lucrative to you? You can get in touch with them at customercare@dreamersadvert.com.