Pune-based advertising agency Dreamers Media and Advertising, on Wednesday, launched wrap advertising model, wherein the company will share EMIs (equated monthly instalments) of car owners in return for putting advertisements on their cars.

The out-of-home (OOH) advertising firm said it would pay the EMIs for the first three years, while the owner would repay the loan in the remaining two years in addition to making the 25 per cent down-payment when buying the car.

In return, the company would use 40-60 per cent of the vehicle’s space to put vinyl stickers of its clients.

“The concept will enable brands to reach, in the most interactive manner, a wider target audience, and create a new communication medium in the OOH space, which is still at a very nascent stage and is poised for growth,” Dreamers Media CEO Sunis Mohamed told reporters here.

The maximum value of the car covered under the offer should not exceed an on-road price of Rs.6 lakh. Additionally, vehicles would have to travel at least 1,500 km a month in metros and 1,000-1,200 km in Tier-II cities.

Dreamers Media, which plans to start the scheme in the first week of September, has set a target of 15,000 vehicles this fiscal, and one lakh cars in the next.

According to PWC India’s Entertainment & Media Outlook 2011 report, the OOH sector stood at about Rs.1,400 crore in 2010, a growth of 12 per cent over 2009. The segment is expected to grow between 10 per cent and 13 per cent over 2010-15.

Dreamers Media is already in talks with auto majors, the automotive sector, and is also looking at associating with national and private banks and insurance companies as well.

Mr. Mohamed added that with positive feedback from advertisers, partners, OEMs (original equipment manufacturers) and banks and partnerships in the pipeline, the company aimed to achieve a turnover of Rs.150 crore in the first fiscal.

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