The Reserve Bank of India (RBI) has roped in Ninja Media Creations, an audio advertising media aggregator, for its Railway Audio advertising campaign in Kerala.

The RBI campaign focused on creating public awareness was executed across 24 railway stations from Trivandrum to Kasaragod in Kerala state. The audio commercial created with the objective of educating the masses on new age frauds involving banks and remedy to protect themselves from fraudsters.

Campaign impact analysis by Ninja Media revealed that the campaign executed over a period of 10 days has reached 27 lakhs audience per day that translates in to a cumulative of 8 crore audience and 24 crore impressions on a monthly basis.

Ad jingles played through the Indian railways owned public addressing system, before and after the train announcements, enjoys high attentiveness among the passengers and visitors as they will be naturally keen to get updated on the status of their trains arrival and departure. 

Speaking on the association with RBI, Ranjith Chakkath, Founder and CEO of Ninja Media Creators, said, “We are delighted to partner with RBI for this awareness campaign. The apex bank has chosen railway audio advertising medium due to the high alertness of the passengers towards the medium. The compulsive nature of this format of advertising makes the medium unique with higher brand recall value, which is higher than Television, Newspaper or Digital media. High frequency of communication delivered throughout the day makes the medium extremely cost effective.” Ninja Media Creations owns the audio advertising rights of 100 railway stations across Tamil Nadu, Andhra, Telangana, Karnataka, Kerala, Orissa, Madhya Pradesh, Chhattisgarh, and Maharashtra.