OOH not quite there on NMRC Aqua Line

OOH firms lukewarm to media opportunities on this soon-to-be-operational Metro network

The much-awaited Noida-Greater Noida Metro is finally scheduled to begin operations on January 25 after the Line is inaugurated by Uttar Pradesh Chief Minister Yogi Adityanath. Operated by Noida Metro Rail Corporation (NMRC), the 29.7 km long metro line will run between Sector 51 Noida and Depot Station in Greater Noida. There will be 21 stations on the corridor, out of which six will be located in Greater Noida. Also known as Aqua Line, the corridor is coming as a relief for the Noida- Greater Noida commuters. However, at the outset this Line has not generated adequate advertising interest, unlike the DMRC Lines.

The NMRC authority has rolled out a single tender to allot semi-naming rights at some eight prominent stations attracting the interest of brands like Jaiprakash Associates, Independent News Services and Taurus Financial Services. As earlier published on Media4Growth, the semi-naming rights on Pari Chowk metro station has gone for an annual fee of Rs 1.62 crore, whereas the semi-naming rights on stations Sector 137 and Sector Alpha-1 have been acquitted for Rs 84 lakh and Rs 60 lakh, respectively.

As per industry sources, potential media investors are hesitant to pick up media on inside stations on this Line as they are not sure of the commuter volumes in the initial period. In fact, media owning firms like Vani Advertising and Ansh Infotech had ranked high in the bids for the media tender but, as told to Media4Growth, neither has pursued the opportunity.

The NMRC civil structures also may not attract much advertising interest as they are not quite visible to moving traffic on the main road that runs parallel to the Metro tracks.