MUMBAI: Reliance Broadcast Network‘s (RBNL) OOH vertical Big Street has won the most premium Line V of the Delhi Metro Rail Corporation (DMRC) for a five-year period.
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 ranging Udyog Bhawan, Race Course, Jorbagh, INA, AIIMS, Green Mark, Haus Khas, Malviya Nagar and Saket.
With a traffic footfall of 150,000 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.
According to the company, DMRC Line V, strategically located, attracts the higher echelons of society ranging students, young executives, business and airport travelers and proves an excellent platform for relevant advertisers that range travel, education, FMCG, youth brands, lifestyle, fashion and retail. With the aesthetically built media vehicles already strategically located at the DMRC, there is no capex requirement and it allows for excellent opportunity for innovations.
Reliance Broadcast Network at the Delhi Metro Rail Corporation already holds the Line III of Delhi Metro Rail Corporation (DMRC), for a five year period, passing 21 premium stations spread over 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, are also a part of RBNL‘s portfolio.
Said Reliance Broadcast Network business head experiential marketing and digital - out-of-home Rabe T Iyer, "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 touch points for marketers. Our acquisition of Line V, coupled with our already existent inventory on Line 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% market share, we are poised to maximize this growth."
