With hoardings being banned in Delhi, vehicles for out-of-home (OOH) communication in the National Capital are limited. However, the Delhi Metro’s advent has brought much cheer to advertisers, apart from the commuters of course. In a recent development, Times OOH has won ad space for the Connaught Place zone following a bidding that took place a fortnight ago.
Times OOH, the out-of-home division of the Times Group, was formally established in August 2005 under the leadership of Farid Kureshi. The bidding process for the Connaught Place zone, which covers South and West Delhi, began a fortnight back.
In the current state of affairs, outdoor vehicles in Delhi are limited to bus shelters and public utility areas. Brands largely prefer not to associate with public utilities, which leaves only bus shelters.
The advent of Delhi Metro provides an additional outdoor means to reach the Delhi target. “More importantly, the affluent one,” offered Kureshi, adding “South and West Delhi are the premium areas and give access to the SEC AB, high-profiled TG. In that sense, we see this property as an apt vehicle for upmarket brands.”
Delhi Metro has been operational in East Delhi for a year now, and the ad space there is divided between Clear Channel and TDI International, who hold a leading position in airport advertising in India currently.
With the Connaught Place zone, Times OOH has acquired access to six stations. Kureshi further said that the zone at an average brought six million commuters everyday. “And the minimum waiting time is 6.6 minutes. Also, since we are speaking of walking traffic and all communication being at eye level, unlike the case of hoardings, the opportunity to see (OTS) is much higher.”
The target group in this zone comprises officegoers and shoppers, in addition to tourists.