An ode to a little giant ” MA advertising

MA advertising - a name that inadvertently rings a bell somewhere and a once-too-often quoted line from the film Deewar: Kya hai tumhare paas? Mere paas MA hain! Flashed across mind's eye ” a line that perhaps the firm's proprietor, Ankkit H Dabhi, can surely say aloud and be reasonably proud of too. This isn't an attempt to belittle the sentiments behind the powerful dialogue that has withstood the ravages of time. It is a salute to the indomitable spirit of a six-year-old ad firm that deserves all of it and more. Adgully salutes the grit that makes MA advertising the out-of-home advertising agency it is today ” a distinct face in the crowd of ad makers.

This Mumbai-based toddler firm may fight shy of the hype created by the recent ad fest in Goa, or may not be a part of the circuit that forms the niche ad clubs in India, but nonetheless is refreshingly unique and effective in its own silent ways. A little giant killer on the prowl ” notwithstanding the fact that this OOH ad agency may not be fishing in the high waters, but has its nets spread in the spawning pools, where it matters most. And what better fishing pools can be but Mumbai's lifeline, the railway tracks where a million people travel day-in day-out ” no out-of-home experience can be more direct than be plastered on the walls, poking the consumer in the eye to sit up and take notice.

An integral part of the Indian advertising eco system, MA Advertising has won the rights to wall branding on Mumbai's Central and Harbour railway lines and bulk rights on the Western lines. The firm enjoys the sole right to display on both sides of the railway track walls claimed a proud Dabhi ” pride not out of place considering the fact that MA had to compete with names like Big Solution, Pushkar Ad Mark, Suvarna Advertising, Dinesh Advertising, AD Link and Jay Bhavani Art to win the bid ” which it did by a margin of Rs38,050.

The contract with the Railways is for three years and may get an extension after the period is over. Ma advertising will have to pay the display rent and painting charges for each display of 20ft X 5ft. "Everyday, 1.5 lakh people travel by train. With these walls, an ad spender can cover his target audience from CST to Kalyan," Dabhi said. The cost involved is also minimal with Rs 1,500 per display per month as basic rent together with the cost of painting at around Rs500 per display.

Dabhi's foray into the OOH world began in 2007 after it started its biz as a local cable advertiser in 2004. But a little more than half a decade down the line, MA Advertiser Outdoor Solution today commands attention at BEST undertaking Relief Shelter Sites in Mumbai, wall branding in Railway premises, besides letting brands scream from hoardings and foot-over-bridges. In its three years of OOH ad experience MA has helped big brands like HCL, JK White Cement, Birla white Cement, Anjali Kitchen Appliances, Amul Macho, (Garment) Loop Mobile, Fastrack and many more find valuable eye contact with their target audiences.