The Delhi Metro has come as godsend opportunity for marketers bereft of big out-of-home (OOH) advertising options ever since the Supreme Court acting on a public interest litigation banned hoardings in the national capital seven years ago.
Even though it's early, with just three operational lines covering 56 km between themselves, marketers of every hue & colour are already lining up to ride the Delhi Metro ad bandwagon. “The perception that a medium such as the Metro is only appropriate for advertising to the price-driven consumers is fast changing.
With the availability of display options such as translites, standees, kiosks and compartment display strips, even premium brands have started looking at the metro advertising,” says Gautam Chadha, country head, TDI Media Services, one of the agencies handling advertising in the Metro corridor.
Commuters are already getting familiar with big national and global brands such as McDonalds, Intel, HDFC, L'Oreal, Titan Fastrack and Sony that are plastered across the Metro. Samsung, which is globally big on the outdoor media, too, has big plans for the Delhi Metro.
“Samsung has a significant presence in malls and multiplexes and other strategic landmarks in order to make the brand visible. We have made a provisions on doing something visible and innovative on the Delhi Metro in the next two months,” says Ravinder Zutshi, deputy MD, Samsung India.
The Rs 1,000-crore India OOH media is, in fact, veering towards transit media such as Delhi Metro, what with consumers spending more and more time on commuting.
“In today's fast paced lives transit media has done well for marketers worldwide. The Delhi Metro has not been marketed well enough,” says Indrajit Sen, president (primesite), Mudra Communication's outdoor arm. He has a point.
One, the ad rates, at Rs 20,000-30,000 for a one-month display at a key station such as Connaught Place with over 4.5 lakh commuters a day is way below comparable outdoor media costs in either the Mumbai Locals or even the Kolkata Metro.
For a station such as Andheri on Mumbai Local, the whole station branding for a month costs Rs 8.5-lakh for a month.“ As more sections open up, we have seen an increase in the returns from licensing of advertising spaces,” says Anuj Dayal, chief PRO, Delhi Metro Rail Corporation.