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DMRC's rapid expansion paves the way for outdoor media

By M4G Bureau - September 01, 2015

DMRC is all geared up to venture further parts of Delhi/NCR through its networks, thus engaging even larger number of target audience for outdoor media.


With an existing network of 194 kilometers and 142 stations connecting most parts of Delhi and NCR in a very strategic and time-saving fashion, Delhi Metro Rail Corporation (DMRC) is already offering a phenomenal platform for all outdoor media mix. Today, advertising in outdoor media through DMRC, a particular brand has the power to reach almost 3 million commuters each day. Now, DMRC is all geared up to venture further parts of Delhi/NCR through its networks, thus engaging even larger number of target audience for outdoor media. Anuj Dayal, Executive Director, Corporate Communications, DMRC, speaks to Outdoor Asia on DMRC's route plan, unique proposals for media owners and how it is going to foster the OOH industry extensively. Read on.

What is the approximate traffic commuting through Delhi Metro per day? How has this been increasing?

As per our report, average traffic per day in 2013-14 was 21.96 lakh, while in 2014-15 it was 23.86 lakh per day. Presently, we have almost 25-30 lakh commuters travelling through various routes each day. In just one year, there has been increase of 8.6%. We are all set to receive more growth in terms of number of commuters shortly.

Can you briefly explain DMRC's route expansion plan, to understand the reach that outdoor media would achieve?

Presently, we are operating through 193 kilometers and a total number of 148 stations across Delhi/NCR. Within the next couple of years, we are planning to add 100 more stations within a stretch of 130-140 kilometers. This expansion is expected to result into almost 40 lakh of commuters each day, rendering huge opportunity for all the outdoor media owners who are working with DMRC.

Can you give us a detailed view on possibilities of brands connecting with Delhi Metro via outdoor media?

Delhi Metro offers unique eyeball opportunities for advertisers. We have different mediums such as wrappings inside and outside metro trains, inside-the-station signage and outside-the station signage. With almost 25-30 lakh target audience every day, it's very convenient for a brand to communicate its value.

What is the revenue generated by DMRC through OOH media? What growth do you expect in the coming years?

If we look at revenue data generated by outdoor media, in 2011-12 it stood at Rs 78 crore/ year, which went on to be Rs 81 crore in the year 2012-13. In the current fiscal, it's been Rs 77 crore and we are expecting a whopping Rs 102 crore in the year 2015-16. Now with the route expansion and growth in footfalls, we will have immense possibilities for outdoor media and for us as well.

DMRC provides very little time to media owners for installation and other maintenance work. How do you plan to overcome this challenge?

Delhi Metro can be called a lifeline for city people and the comfort of commuters is still our first priority. All the metro stations are practically crowded between 6 am to 11 pm, thus leaving us to do any installation work only after midnight or so. This time is also divided between installation work of outdoor media owners as well as different maintenance work of DMRC. Yes, I look at it as challenge but it is a common challenge for any metro rail project across the world. But, we can't inconvenience the passengers.

What kind of innovations can we expect with OOH media in Delhi Metro?

We are planning to release other spaces in the stations for outdoor media in the coming few years. We are looking at escalators, elevators, AFC gates, PSDs, pillars at platform levels etc. We are even planning to release the space in the tokens, which are used as metro tickets. We have already issued tenders for kiosks in metro stations and for 104 spaces including the latest Airport Express Line.

Internationally, most of the metro stations have gone digital. Are you planning anything on the same line?


Technology is something that keeps on changing and DMRC wants to sail through the change. We are studying digital media and its implications extensively, keeping the feasibility factors and already existing contractual obligations in mind. As a pilot project, we are launching the first digital installations in ITO station, where we are introducing video walls, LED panels etc.

Media owners often have to endure long procedures to execute, since  other stakeholders are involved. Is DMRC taking any step towards changing regulations?


I agree that the systems of DMRC are bit complex and we have certain local issues because there are involvements of other stakeholders. For example, we sometimes have to work closely with electricity department or SDMC and NDMC. This sometimes makes the process regimental and time-consuming. However, we can neither play with safety nor we can violate certain existing rules. Yes, we are open to hear from everyone to smoothen out the process between the interfaces.

Tags : DMRC Anuj Dayal
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