104 August 2018
TRANSIT MEDIA
I
naugurated in 2017, Lucknow Metro proved to be
pivotal to the city’s OOH market as the government
had ordered to eradicate outdoor media from the city
landscape. Lucknow Metro, a JV of Government of India
and Government of UP, turned out to be a convenient
travel option between Transport Nagar and Charbagh
with a total of 8 stations serving to affluent airport
traffic coupled with high millennial traveler traffic
flowing in from ISBT and Lucknow Junction railway
station. Currently, the ridership number is around
10,000-11,000 a day.Interestingly, this one-of-its-kind opportunity led to a
big tussle between OOH media owners to win media
rights given it was the first-ever high-standard media in
the Lucknow city. Therefore, the tender was conducted
twice which was finally won
by Jagran Engage, already a
leading player in UP. The OOH
wing of Jagran Prakashan
won the exclusive advertising
rights for Lucknow Metro
where they constructed
magnificent display media,
attracting both travelers
and advertisers. The
display media offered by Lucknow Metro includes
static media, digital formats and ambient advertising
opportunities for brands. “Indeed, Metro media offers
brands to connect with the captive audience and the
infrastructure of Metro on roads provides a huge OTS
to the targeted audience,” says Pawan Bansal, COO,
Jagran Engage.Owing to its sustainability and quality, all media options
ranging from semi-naming rights to exterior and interior
media are in huge demand by several corporates.
Currently, advertisers from all premium categories are
housing their brand and product communications on
the Metro media. Brands like Star TV, Apple, Samsung,
HDFC, ITC and HUL are using the Metro media for 10-
15 day campaigns, while some are going for long-term
deals ranging from two months to a year. Civil structure
format is emerging as a more preferred option by the
brands vs roadside media – owing to the pillar media
aesthetics and excellent visibility. This format is mainlyLucknow Metro
being used mainly by mobile service providers and
educational institutions.Suggesting better utilisation of Semi-Naming Rights,
Bansal says, “Semi-Naming rights have provided
the advertisers a huge opportunity to engage with
commuters directly; coupled with onground activities
inside the station that can give a complete 360 degree
experience to the consumer.” While this media is in
its nascent stage, brands are using Delhi Metro and
Lucknow Metro as a package deal, wherein around Rs
15 crore per annum is paid jointly.Lucknow Metro also offers train wrap branding option
which is handled by Abhi Advertising, a regional player
based in Lucknow. A total of 13 trains with 4 rakes
each have been offered for branding giving a moving
visibility to brands. Inside trains, there are 17-inch
digital screens available which continuously run
advertisement commercials of various brands. l