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Big Street accelerates expansion, wins DMRC Line II & strategic locations in Hyderabad

21-January-2010
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Big Street accelerates expansion, wins DMRC Line II & strategic locations in Hyderabad

Big Street, the OOH division of Reliance Media World Ltd operating in the media aggregation space, is strengthening its hold by adding meticulously evaluated media assets, which offer advertisers an exceptional assortment of outdoor inventory.

Speaking on the new inventory, Rabe T Iyer, Business Head – Allied Businesses, Big Street, said, “In keeping with our vision, we are acquiring properties that are low risk, high tenure and with shorter payback time. Today, higher awareness exists among the municipality, to regulate and beautify wards, which poses an excellent opportunity to work with the local authorities and participate in tenders, which are in line with our vision. With our new offerings, we are delighted to offer inventory never experienced before, like three-sided cantilevers and other street smart furniture. We are confident that these media assets will run a high occupancy, given the relevance of the formats and its strategic locations, which will find a fit across brands’ campaigns. The low cost acquisitions allow us to divert investments behind modernising inventory and delivering higher occupancy.”

With already owned rights for Line II of DMRC, the company has strengthened its offerings to advertisers with additional inventory on Delhi Metro Rail Corporation (DMRC). The latest acquisition allows for advertising rights on the entire DMRC civil structures outside eight stations on Line II. This acquisition puts the company in a superior position as it can now bundle properties to brands who wish to effectively use the DMRC properties.

In addition, the company has also sought advertising rights for gantries and cantilevers in Hyderabad at key city junctions designing, constructing and conducting the gantries and cantilevers.

A successful tender participation saw Big Street bagging the rights to the high-impact advertising zone for Line II of DMRC civil structures, which extends from Central Secretariat till the Delhi University. The license has been awarded for five years, further extendable by another three years, and with a total area of 6,000 sq feet. The company is eyeing and evaluating strategic properties in the Capital to be able to offer advertisers a lethal mix for their OOH requirements.

Big Street has also bagged exclusive rights for strategically located gantries and cantilevers in Hyderabad, the third largest OOH market after Mumbai and Delhi. Traffic signal, surveillance cameras, traffic violation cameras and infra red security cameras make Big Street’s gantries the first of its kind in the country with security levels. Situated in high profile VIP movement arterial stretches of Hyderabad, the properties ensure high footfall coverage. With an eight-year contract, the company has a detailed and well planned business strategy to ensure this asset delivers to its optimal.

With seven cantilevers in key locations of Hyderabad, Big Street has the rights for a period of nine years and nine months and here, too, has a long-term business optimisation plan.

In addition to gantries and cantilevers, Big Street also has mobile vans in Hyderabad, which are placed at high footfall areas and used effectively by brands. Poised for growth, Big Street is evaluating various potential business opportunities in this city, which boasts of media savvy brands in the retail, telecom and BFSI category.

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