C2E Technology Labs is all set to unveil the new medium of ‘in-tunnel’ advertisement in the country in February 2008. The tunnels of Delhi Metro will come alive with the 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.
With the growing challenges faced by corporates in reaching their target audiences, C2E Technology is poised to give the Indian advertising industry a totally new option of reaching a wider audience through the innovative in-tunnel approach.
C2E is set to enable monetisation of assets such as tunnels, escalators, travelators, etc., by using them as a forum to display animated messages. The company has been working for over two years now to adapt this in-tunnel technology to suit the conditions in Delhi Metro Rail Corporation (DMRC).
A Rabindranath, CEO, C2E Technology Labs, said, “We have always looked to monetising the assets, which are almost considered as dead assets by the organisations. The idea of in-tunnel advertising, which will help the organisation in monetising its dead assets like subways, tunnels, etc., is the starting point of this journey. With Sub Media lending its technical support, this dream has come true today.”
Rahul Sinha, Head of Marketing, Kotak Life Insurance, the first advertiser on this medium, said, “This medium is a fantastic initiative from C2E technology Labs and wins on many counts for an advertiser. The audience is captive, and with no other diversion, will pay attention to the commercial. There is no clutter and the impact creation is very high. All these put together makes advertising on this medium very exciting for us, and thus we chose to be the first ones to advertise on this medium. Even internationally, in USA, Japan, etc., the medium has been shown to create high impact and recall levels for advertisers.”
Rachna Vohra, VP, C2E Technology Labs, said, “The rider profile on this particular route is very exciting with nearly half of the 4 lakh daily Metro commuters being assessed as falling into the SEC A categories. Moreover, as DMRC monitors rider movements electronically, there can be no dispute or ambiguity in these numbers. We are also assessing how this environment can be used for other services.”
C2E Technology Labs adapts in-tunnel technology for Delhi Metro