Reliance Broadcast Network Ltd’s (RBNL) OOH division, Big Street, has won a five-year contract for the development of Delhi Metro Rail Corporation’s (DMRC) high potential Line III. The DMRC mandate includes OOH media inventory on Line III, covering 21 premium stations spread over a 33.5 km stretch of high potential areas covering both West and Central Delhi and touching over a million commuters each day.
With train frequencies every 3-4 minutes, averaging a persons waiting time to 3-5 minutes at the station, it reaches an enormous captive audience. With no capex requirements, these aesthetically built media vehicles placed at strategic locations of the stations allow for great scope for innovations.
Big Street will build special media inventory at strategic locations of the stations that will offer lucrative business options to brands across sectors, including pharma, retail, FMCG, Government, education and more.
Rabe T Iyer, Business Head, Out of Home, Experiential Marketing and Digital, Reliance Broadcast Network Ltd, said “Delhi, being one of our key focus markets, has seen some very strategic inventory acquisitions in the recent past. We are securing inventory which guarantee optimal returns, while allowing us to innovate and bring in street furniture, which is evolved and of international standards. Line III, when combined with Line II, enable us to cover a significant portion of the customers out of home requirements in the Capital.”
The DMRC Line III mandate immediately follows its 22-year contract on a Build-Operate-Transfer (BOT) basis for street furniture makeover with the Municipal Corporation of Delhi (MCD) on Central Public Works Department (CPWD) roads close to the Jawahar Lal Nehru stadium.
The BOT model will cover 6 km of high advertising demand locations comprising two high density roads of BP Marg to Lala Lajpat Rai Marg and the PV Hostel to Lodhi Road. With a clear intention of completing the execution in time for the Commonwealth Games, RBNL has tied up with Hong-Kong based Qumbet as a strategic business associate to deliver the MCD mandate.
As part of the mandate, RBNL will be create a full-fledged public infrastructure ranging from public washrooms, information kiosks, police booths, information panels, free standing panels, benches, dustbins, tree guards and traffic booths. Qumbet, known for the state-of-the-art delivery across the countries of Turkey, China, Romania and Korea, will design and customise unique street furniture, backed with strong understanding of the local populace as well as the in-bound traveler for the Games.
Rabe Iyer further said, “We are also extremely happy to be working with the MCD to add value to the city, bringing in pioneering and global standard street furniture in time for the Commonwealth Games. All of these properties are sure to add considerably to the contribution of the OOH business to the company’s revenues, while simultaneously enhancing people’s lives out of home.”