Times Innovative Media (TIML) has entered the Limca Book of Records for installing a chain of 106 digital advertisement units between the tracks of the Mumbai Metro line in 2015. By doing this, TIML has possibly become the only out-of-home (OOH) media company in the world to have such a digital screen network.
The installation team had to overcome many engineering challenges, ensure all safety parameters besides obtaining statutory approvals. The units are designed to withstand strong draught and vibrations due to train movement. The installations were done between 1am and 4am, when the trains were not operating.
TIML's OOH brand, Times OOH, has the advertising rights at the first line of Mumbai Metro for a period of 15 years till 2029. As part of the contract, TIML has developed and executed the media plan across the 12 stations from Versova to Ghatkopar.
Arghya Chakravarty, CEO, TIML said, “Customer Centricity is at the core of our business and media planning is our forte. Testimony to this is the robust media plan at all our properties that allows advertisers to reach their TG at multiple touch points. To have received laurels in media planning and installation is, indeed, a matter of great pride. I would like to congratulate our media planning and installation teams. I would also like to congratulate Mumbai Metro and extend a big thanks for their continual support.”