IMPACT OF CREATIVE TRANSIT SOCIAL ADVERTISING MESSAGES ON FIRST GENERATION LEARNERS

OOH advertising is the most popularly associated medium for most Gen Z commuters. However, transit advertising
as a medium is finding its momentum in creating a long lasting impact on the target audience. The advantages of this
media far exceeds public engagement as compared to any of the other traditional media of attracting customer
attention. Aiming at inclusion, advertisers today have realized the significance of this media and have started
advertising on transit vehicles and transit shelters for effective communication of social messages. The present study
aims at understanding the impact of transit advertising on the first generation learners in Mumbai. Public transport
is the preferred choice of majority of daily commuters who aim at economy. Known for its unique advantages, transit
advertising has established itself as a mass reach medium that cannot be ignored or skipped unlike other media.
Besides, this media is highly cost effective and is a part of the daily lives of lakhs of travelers. By virtue of large size
of transit advertisements, re-iterating social messages with creative slogans has become more powerful than ever
before. Although, television and banners were powerful and dominant tools that ensured audience engagement,
transit advertisements today compete the same space.