En Route Media, a company that offers in-cab entertainment and internet services, has tied up with Buzzr.in, an online aggregator of deals and coupons, for launching deals on its platform. The service, as of now, is available only for EasyCabs passengers in Mumbai. En Route Media claims that Flo, its in-cab entertainment system, is now installed in more than 250 cabs in Mumbai. It had collaborated with EasyCabs to install in-car entertainment and media solutions in its fleet of radio taxis, last year.

How does this work?

Local deals are displayed on Flo in the form of dynamic videos that display the deals, along with a call to action message at the end revealing the Deal ID that users need to SMS to avail the deal coupon. The payment for the deal coupon is made via SMS, eliminating the need for other payment options, and the coupon is also delivered via the same medium.Buzzr.in has also incorporated a voice over in the Flo device to aid the discovery of more deals.

This appears to be an interesting move considering that travelers, especially those who are visiting another city, are likely to be more interested in deals, and since cabs are their first point of access to the city, it might be able to get a good response. Also, the attention span that a deal ad gets on an in-car interactive platform would be relatively more compared to a website or a news paper ad. We don’t know how the monetization arrangement between En Route and Buzzr.in works but En Route Media MD Paul Schwarz, had told MediNama, that its monetization model was based on  brand partnerships and brand promotion. So this appears to be an extension of out door promotion activity for Buzzr.

Buzzr.in aggregates deal and coupons from various ecommerce websites such as Myntra, Naaptol, MyDala and also from the online counterparts of offline stores such as FernsNPetals. The website offers deals in categories such as restaurants, electronic goods, clothing, health and others. It currently offers deals from Delhi, Mumbai, Bangalore, Ahmedabad, Chennai among others.

Anupam adds: We feel that it would be interesting if the two companies can go a step further and bill the cost of the deal in the total cab fare, facilitating cash transactions, wherein the cab drivers can also act as cash collection agents.