Chennai Metro PSD formats gaining traction

Chennai Metro was one of the first metro networks to introduce advertising and branding on the Platform Security Doors (PSDs). However, brands and agencies took a while to bring this format into their consideration sets. Mark Metro which holds the exclusive ad rights for 32 stations out of which are 26 operational currently and PSDs available at 19 underground Chennai Metro stations told Media4Growth that the PSD media format is now drawing the attention of national brands. “We have been operating this format for a year, but only now it is picking up pace. We have had national brands from different categories like hospitals, and real estate advertising on this format. Local clients also prefer PSD’s exclusivity,” said R Balamurugan, General Manager – Sales, Mark Metro.

“In underground stations, PSD is coming across as a leading format where we are providing a total of 1,000 sq. ft of display area per station including other formats such as pillars. This format becomes more viable for brands because each passenger spends close to 10 minutes inside the station where half of the time they gaze at the doors while waiting for the train arrival,” he added.

Currently, the branding is available on select PSDs considering the operational trains have only 4 rakes each. However, with the completion of phase 1 of the Metro network in the coming months, more rakes will be added to the train sets and with that PSD branding options will also increase.