C2E Technology Labs has unveiled its in-tunnel ads with Kotak Life Insurance going live on March 12. This ad will run for 30 days. The tunnels of Delhi Metro would come alive with this new medium of advertisement, which has been brought in association with Sub Media Inc, a US-based company that had originally developed this technology. C2E is now the sole licensee to use the technology developed by Sub Media.
As reported by exchange4media earlier, the first spot consists of a 15-second film between the Chandni Chowk and Kashmere Gate section, ending as the train approaches the Kashmere Gate station. The technology involves an adaptation of the ‘flip book’ method. Thus, a giant ‘billboard’ has been created, which has images placed alongside.
In a movie, the film moves past a shutter and is projected for a stationary audience, while in the in-tunnel technology, the audience moves past a stationary film, thus creating a high definition image. The eye begins to view animation when the images flash past at the rate of 16 frames per second or more. The frame rates in the in-tunnel ad are more than 10 times those of a television (about 200-300 frames per second as against 24-30 in a television), thus creating a very high definition image.
A Rabindranath, CEO, C2E Technology Labs, said, “There are three different areas that we are going to focus in the next 4-5 months. We are using the same technology in escalators. There are thousands of malls that are coming up in India, which offer a great opportunity and are good sources of revenue.”
“We are also focusing on expanding the in-tunnel ads within the DMRC network. We are expanding to another line from Vishwa Vidyalaya to Central Secretariat in next 7-8 months, which has a ridership of over 3.5 lakh. It will take around six months for that stretch of the tunnel to be completed,” Rabindranath added.
He further said, “We will start and initiate discussions with the Kolkata Metro. We will need to study various factors like rider profile, technical factors like availability of power and site selection. Also, what kinds of fitments are available in the tunnel.”
Rabindranath added, “We are in talks with two more advertisers for the in-tunnel ads. The deals are expected to be finalised in 15 days’ time.”
C2E Technology Labs ready to unveil in-tunnel ads in Feb; Kotak Life Insurance brought in as first advertiser