Reliance Broadcast Network Ltd’s (RBNL) OOH arm Big Street has retained the mandate for Line II of the Delhi Metro Rail Corporation (DMRC). This 10.46 km stretch covers commercial, office, shopping and government office areas of central Delhi through its nine high footfall stations [Vishwavidyalaya (catering to North Campus of Delhi University and Residential Areas in North Delhi), Vidhan Sabha, Civil Lines, Kashmiri Gate (interchange between Lines 2 and 1, as well as connecting to the Kashmiri Gate ISBT (Interstate bus terminus), Chandni Chowk and Chawari Bazaar (Commercial Hub of Delhi), New Delhi (connecting to the Reliance Metro – Airport Line as well as to the New Delhi Station of Indian Railways), Rajiv Chowk (Connaught Place – Office hub and shopping hub the central business district of Delhi), Patel Chowk and Central Secretariat (Interchange station with Line 6)].
DMRC has already been one of the most successful mandates for Big Street, and especially Line II. Big Street has hosted a host of innovations for its clients that boast of marquee brands across sectors - BFSI, FMCG, consumer goods, automobile, fashion and so on.
With this retention of Line II and other DMRC mandates, that is, Line III (21 stations between Barakhamba Road and Dwarka) as well as Delhi Metro Airport Express, Big Street has access to 40 Metro stations and nearly 75 per cent of the commuters, making it the largest OOH player in Delhi Metro. The lines on DMRC, when combined with its digital pods - across malls and DMRC stations, street furniture, large format hoardings, Reliance Metro – Airport Line (between IGIA and New Delhi Stations) and Big Cinemas, provides Big Street a reach of almost 25 lakh Delhiites each day.
Commenting on the development, Rabe T Iyer, Business Head, Big Street, said, “The DMRC metro service is probably the most widely used public transport in Delhi, whose passengers are mostly professionals across relevant SECs. Within a short time of being in the business we have firmly established ourselves as innovators for a wide variety of our clients who found value for money in campaigns initiated on their behalf by Big Street. We will continue to provide innovative platforms connecting marketers to relevant audiences.”
In the quarter ended June 2010, Big Street posted a growth of 13 per cent and is growing at a robust pace. With the OOH ad revenues estimated to post a 12.4 per cent CAGR over the next five years, increasing size of the sector to Rs 29.6 billion, Big Street is readying to bite into a sizeable portion of this burgeoning industry.
Big Street markets key properties along with all out of home inventory assets of the Reliance Group, focusing on premium marquee properties, for example, Delhi Airport Metro Express - which gives advertisers access to the hard to reach air traveler, Mumbai Metro and others. Going forward, the company will continue to develop its footprint in organised and regulated markets with focus on improving yields and occupancy.