Loudspeaker advert leads to rise in BEST ridership and revenue on some routes in Mumbai
On the Churchgate route, after the campaign, the ridership has gone up to 82,614 from 61,668, while the income has shot to Rs 7.84 lakh from Rs 5.83 lakh.mumbai Updated: Aug 06, 2017 01:25 IST
BEST buses have recorded an increase in weekend ridership and revenues after it launched a marketing campaign through loudspeakers on various routes in Mumbai.
The campaign, which was started in July, is being run only on weekends at Churchgate station, Chhatrapati Shivaji Maharaj Terminus, Dadar station, Crawford market, Kurla, Andheri, Wadala and Govandi.
On the Churchgate route, after the campaign, the ridership has gone up to 82,614 from 61,668, while the income has shot to Rs 7.84 lakh from Rs 5.83 lakh.
At Chhatrapati Shivaji Maharaj Terminus, the ridership has increased by 4.89% and the income by 5.68%. When HT visited Churchgate station, it found Sanjay Kalambaste, bus inspector of Backbay depot busy, promoting the Churchgate to Gate Way of India bus route using his loudspeaker on a Sunday afternoon. The location is infamous for illegally parking by taxis.
“Advertisement through loud speakers is working out very well. We have managed to get nearly 40,000 passengers during the weekend. This is also a tourist spot, share taxis overcharge passengers. We clearly tell them say our fare is Rs10 — much cheaper than share taxis.” said Kalambaste. The share taxi drivers were clearly restless seeing the passengers choosing the BEST buses. The drivers were trying to damage the loudspeaker and were also trying to divert Kalambaste’s attention. “We visit the Gate Way of India with family on weekends. We had no clue that the BEST bus fare was this cheaper. The management should expand the campaign to other areas.” said Anjali Kumar, a Borivli resident.