Outdoor ASIA - July 2018

August 2018^93

D

elhi Metro—the rapid transit system operated by

Delhi Metro Rail Corporation (DMRC)—probably isn’t

just the country’s foremost metro network, but indeed a

pioneer in the development of advertising avenues as

well. Today, it is the most sought-after network by the

OOH advertising industry in a market like Delhi NCR

where various bylaws have traditionally restricted the

OOH industry’s growth.

The DMRC network has cemented its place among the top

advertising destinations that offer high audience dwell

time and guaranteed eye-balls. Since the launch of the

first corridor in 2002, Delhi Metro network has expanded

to cover 288 km track length with 208 stations. As per

the DMRC data, the overall ridership of Delhi Metro was

2,760,000 in FY2016-17.

However, despite all the inherent advantages it hasn’t

been a smooth ride for the OOH industry in doing

business in the Delhi Metro network space. Realising the

vast advertising opportunity on this network, business

giant Reliance had some years ago launched its OOH firm

Big Street to handle exclusive advertising rights. Various

OOH players handling conventional formats too began to

invest heavily on this media. It picked up very well in the

first phase with a good number of categories advertising

such as BFSI, entertainment and lifestyle brands. But it

all went downhill soon after. The reasons were generally

attributed to the inexperience of those handling the new

media format which required a different selling skill set

and strategy while adhering to the strict guidelines set

by DMRC.

As the DMRC network expanded, it ran into losses.

The metro corporation was thereafter forced to adopt

a fresh approach to boost its non-fare revenues which

they realised could become the second biggest source

of revenue after ticketing. Thus, DMRC came out with

more relaxed and flexible terms and conditions besides

encouraging media owners to present their new ideas to

develop formats that could gel with the bylaws. Therefore,

various innovative and unconventional formats such as

semi-naming rights, train branding, digital media, etc.,

came into being, which are now generating triple digit

revenues for DMRC and OOH businesses.

Delhi Metro

TRANSIT MEDIA

By Bhawana Anand with inputs from Ria Banerjee