Outdoor ASIA - July 2018

106 August 2018

TRANSIT MEDIA

T

he one-year-old rapid network transit system,

Kochi Metro, has been working aggressively on

non-fare revenue generation. With the launch of Metro

operations in 2017, the KRML officials focused on

releasing tenders from time to time to grant advertising

licenses for operations and maintenance of network.

Today, Kochi Metro has come up with many advertising

avenues such as civil structures, train branding, ticket

branding, semi-naming rights, etc. The total non-fare

revenue generation has been close to Rs 12-13 lakh per

day. Currently, 16 stations of phase 1 are operational,

covering 18-km stretch from Aluva to Maharajas College

station. The average ridership of KRML is 36,500 per

day and over 21.6 passengers annually. These numbers

are poised to double once the second corridor line

connecting the entire city is ready by early 2019.

Bullseye Media has been given the rights for inside and

outside station branding for 7 years; the OOH firm is

offering a whole gamut of static media installed within

and outside Metro premises as well as branding on

ticket. As per Shajahan, Director, Sales & Partnerships,

Bullseye Media, clients have devised a new way of

selling or marketing their products.

The civil structure format has been picked up quite

innovatively by brands where recently Asian Paints

executed an exclusive innovative campaign on the pillar

media. The pillar media rights are with Zero Degree.

Vijaya OOH is another concessionaire on board with

KRML and they have been awarded inside and outside

Kochi Metro

wrap branding of 13 trains

three months ago. Also, there

is an availability of digital

format inside trains to play

the content on loop. “This

segment is one of the most

eye-catching OOH formats

currently available in the

country. Kochi Metro is just

one-year-old, and our contract

is just three months old. But branding through KOCHI

Metro train outside wraps has attracted phenomenal

interest and eyeballs,” says Pradeep Kumar, Chairman

and MD, Vijaya OOH Media Solutions.

In fact, taking their aggressive approach forward, the

KRML has sold semi-naming rights directly to brands

such as OPPO & South Indian Bank.l