Bangalore-based Serve and Volley Outdoor has won the outdoor contract for Line 3 of Phase I of Delhi Metro. Advertising duties along the new line, which will cover 21 stations from Barakhamba Road, was offered through a sealed bidding process, and the winning bid by Serve and Volley was for Rs 50,037,000. The validity of the contract is for five years.
The company is expected to spend another Rs 3.5 crore on signages, and a partnership with an international player for developing the signages is also on the cards.
Speaking to exchange4media, Willis De’monte, Country Head, Serve and Volley, said, “We are talking about a total of 4,200 square metres of advertising space, with 200 square metres in each station. We will be tying up with an international agency to develop international class signages. They will be different in terms of aesthetics, and will be visibly different from the signages we see now.”
The spaces will be available to advertisers from the middle of January 2006. This adds to Serve and Volley’s Park Street Station Metro project in Kolkata, which the agency bagged two months ago.
“We are speaking to a lot of people on the Delhi project and clients have started approaching us now. Given that several of the locations covered en route are commercial and high net worth areas, we expect a healthy response to advertisers,” added De’monte.
He explained that the total estimated traffic each day on the route was one million commuters, with four lakh office travellers, three lakh business travellers, and two lakh students taking the Metro.
The other bidders in the fray were TDI, Times Outdoor and Clear Channel. The second highest bid was from Times Outdoor at Rs 43,700,000, according to De’monte.