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Big Street wins premium Line V of DMRC for 5 years

16-September-2010
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Big Street wins premium Line V of DMRC for 5 years

Big Street, the OOH vertical from Reliance Broadcast Network Ltd (RBNL), has bagged the premium Line V of Delhi Metro Rail Corporation (DMRC) for a period of five years. The DMRC mandate to RBNL includes OOH media inventory spread across nine super-premium underground stations spread over a 12 km stretch covering VVIP areas such as Udyog Bhawan, Race Course, Jorbagh, INA, AIIMS, Green Mark, Haus Khas, Malviya Nagar and Saket.

With a traffic footfall of 1.5 lakh commuters each day, DMRC Line V reaches out to the premium areas of South Delhi and the traffic to and from Gurgaon and Central Delhi, potentially providing a humongous opportunity to advertisers and the ability to contribute to a sizeable chunk of RBNL’s OOH revenues from Delhi. Strategically located, DMRC Line V attracts the higher echelons of society and proves an excellent platform for relevant advertisers that range travel, education, FMCG, youth brands, lifestyle, fashion and retail.

This win further strengthens the hold of RBNL at DMRC, where it already holds the prestigious Line III for a five-year period, passing 21 premium stations spread over a 33.5 km stretch of high potential areas covering both west and central Delhi, and Line II, which passes through key areas like the Rajiv Chowk, Kashmiri Gate, Vishwa Vidyalay and the Central Secretariat.

Speaking on the DMRC Line V mandate, Rabe T Iyer, Business Head, Out of Home, Experiential Marketing and Digital, Reliance Broadcast Network Ltd, said, “The Delhi Metro Rail Corporation attracts approximately 1.5 million commuters on a daily basis, which makes it one of the most desirous and appropriate touchpoints for marketers. Our acquisition of Line V, coupled with our already existent inventory on Lines II and III, gives Reliance Broadcast Network Ltd a strategic advantage, as we now hold the most sizable chunk of the OOH inventory at the DMRC. Our inventory mix is spread across Line III and Line II reaching out to the premium audiences and the newly acquired Line V catering to the super-premium audience, ensures the inventory reaches out across strata. With the addition of new metro lines, DMRC is poised to grow the OOH market and with our 40 per cent market share, we are poised to maximise this growth.”

The DMRC win fortifies RBNL’s stand in the out-of-home space in Delhi, where it already has play in key inventory across the DMRC lines, civil structures, setting up DMRC digital pods, DTTDC street furniture, a 50 LED screen network and already operational Haryana Road Transport buses plying within Delhi and the Chandigarh Transport Undertaking, which maps a large part of Delhi and northern India.

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