102 August 2018
TRANSIT MEDIA
J
aipur is pegged to be the next big opportunity for OOH
industry with the smart city project to be implemented
by the government. Building the Metro network in the
city is definitely a step forward in that direction. The Pink
City has always been dominated by traditional media,
where the brands prefer investing merely for the sake of
creating awareness over a short span of time. However,
the media on the Jaipur Metro network has become
a good platform for brands to engage with audiences
through fresh formats. Inaugurated in 2015, Jaipur
Metro has 11 stations covering one corridor in phase- With its present estimated population of 4.45 million
and 15.55 lakh people employed in the city, the Metro
has a travel demand of 17,000 passenger trips every
day. With growing population and mega development
plans coming up in the Pink City, the travel demand is
expected to grow steeply in the future.
As per a study conducted by Jaipur Metro Rail
Corporation in 2016, nearly 30% of Metro commuters
have left other modes of transport in favour of the
city’s mass rapid transit system. Segregating the Metro
commuters as per their occupation, 37% are reportedly
private employees, 13% government employees andJaipur Metro
8% businessmen. The study also found that 25% of
commuters use Metro at least once daily, while 50%
passengers availed its services more than once a week.
It also highlighted that 15-20% commuters, especially
women and senior citizens, availed the Metro service
as it allowed them to travel independently.Bullseye Media, which recently ventured into the
industry, obtained the exclusive rights for 9 stations of
corridor 1 for 7 years of duration, wherein they have
constructed formats like backlit and front-lit static
units, backlit and roller standees.While corporate brands like Blue Star and Big Bazaar are
acquiring Metro space to target the captive audience,