MCD taps DOOH boom with LED ad rights tender across Delhi

The civic body is offering these rights on a monthly licence fee basis under a two-bid system, comprising technical and financial evaluations. The contract tenure has been set at three years, with a provision to extend it by an additional two years, subject to performance and approval by the Commissioner.

The tender allows bidders flexibility to apply for one or multiple clusters depending on their financial capacity, signalling MCD’s intent to attract both large media operators and mid-sized players into Delhi’s evolving digital OOH ecosystem.

A total of 24 high-footfall locations across zones such as Dwarka, Najafgarh, Shahdara North, and West Delhi have been identified. These include prominent market areas like Sector 4 Dwarka, Nanak Market in Bagh, and Tilak Nagar, Patel Nagar, Civil Lines where digital screens ranging between 3 sq. metres to 36 sq. metres are proposed.

The financial thresholds vary widely across clusters. Entry-level clusters start with monthly reserve prices (MRP) of around Rs 1.3 lakh, while premium locations command upwards of Rs 5.4 lakh per month, translating into annual values exceeding Rs 60 lakh for select sites in South & West Zone. Eligibility criteria include earnest money deposits, minimum average turnover requirements, and net worth benchmarks, ensuring only financially sound bidders participate.

MCD has laid down strict operational guidelines, particularly around public safety and urban aesthetics. LED screens cannot be positioned in a manner that distracts vehicular traffic or interferes with traffic signage. Installations must avoid major roads and driver decision points, and comply with the Outdoor Advertisement Policy (OAP) 2017.

The responsibility for structural safety and any potential mishaps rests entirely with the allottee. In case of accidents or damages linked to these installations, the advertising firm will be liable for compensation.

In a notable public service mandate, the selected firms will also be required to display social and public awareness messages free of cost for two minutes every hour between 10 am and 10 pm, without any rebate in licence fees.

The move underscores MCD’s growing focus on monetising urban infrastructure while aligning with the broader industry shift towards digital OOH formats, which offer dynamic content delivery and higher advertiser engagement compared to static media.

With premium inventory now opening up across key commercial hubs, the tender is expected to draw strong interest from major outdoor advertising agencies and digital media operators looking to expand their footprint in the capital’s OOH landscape.