98 August 2018
TRANSIT MEDIA
branding rights have been segregated among multiple
players. TDI leads the game with rights on 114 inside
stations. Pioneer Publicity handles inside station
rights at 22 stations, Hindustan Publicity 16 and eg.
communications, the latest entrant in the inside station
branding, handles 16 station rights for inside branding.Inside station advertising has been a top pick for GEC
channels, FMCG, retailers and educational institutes
where they leverage the extended network of back lit
signages located at various points inside the station
such as platform, entrance and concourse for strategic
communication.- Train Branding
It is one of the most sought after properties of
DMRC handled by eg. communications. In this kind
of branding, the concessionaire has permission for
train wrapping and inside branding for multiple Metro
lines. The grandness and mobility attract brands fromvarious categories, wherein they spend Rs 10 lakh to
Rs 10 crore for train branding. Interestingly, the train
wrap doesn’t only target the metro passengers but also
the road commuters through elevated tracks. Being a
highly-attractive and complex property, brands like to
continue to have their presence on trains for at least
a month. fbb, Adani, PNB and few more brands are
regular users of this media.“We introduced this new concept of outdoor advertising
in 2015 and since then we
are getting tremendous
response from various
brands. The 6,600 sq. ft of
giant moving billboard is not
only confined to the Metro
commuters but it reaches to
the huge population–fixed
as well as floating,” says
Praveen Gupta, Director, eg.
communications.