Bhawana Anand, New Delhi
With the arrival of DMRC Metro, a modernized commutation option, the outdoor advertising also expected a sought after and captive outdoor branding option. However, with the DMRC humongous & still growing network with almost 156 metro stations, the media planning dilemma for the advertisers and agency mates equally seems to be soaring while opting the best suited stations. Therefore, Allaboutoutdoor.com brings the list of top stations from different DMRC network lines in terms of Ridership, Occupancy & Budget allotted by advertisers.
Blue Line, running between Dwarka Sec- 21 to Noida City Centre/Vaishali, is one of the longest lines of DMRC which covers three different zones of Delhi City i.e. East, Central & West Delhi. With the total of 44 metro stations, the line no- 3 & 4 is 51.35 km long and the total number of ridership on a daily basis is about an average of 915,172 and in a month 28,370,327.
TDI India, handles the exclusive branding rights of this line, shared that Lifestyle, Education, FMGC, Media & Entertainment, Telecom, Hospitality, Healthcare, Banks and Financial Sector Institutions are the major categories spending. The media owning firm is planning for deep penetration in the retail market around these metro stations with a field force that has been enhanced for the dedicated stations.
Below are the details of top five stations from this line.
Karol Bagh- The station that tops the blue line list is Karol Bagh. With the highest number of ridership i.e. 42,740 on a daily basis and 1,324,926 on a monthly basis, this station is ought to beat other stations in outdoor campaign media planning. Since this station caters to the humongous audience due to adjoining residential and commercial locations, it also has one of the biggest and oldest markets of Delhi i.e. Gaffar Market connected to it, widely visited by foreigners adds more glitters to this location. This station safely secures the place in the media planning of all sorts of categories of brands ranging from Consumer Durables to GEC to Confectionary to upcoming categories like Educational E-Commerce brands.
The station has a medium size of 10x5 backlit static sites on both the sides of the platforms which successfully captures the attention of travellers, not limiting to the ones boarding from the same station but also the ones inside the metro. Additionally, there are 4x6 rectangular shaped formats at the entry & exit of the station to cater the travellers waiting at the station.
Rajendra Place- The second place in the blue line list has been taken by Rajendra Place station. The station is enclosed by a varied kind of locations such as multi storeyed and multi-building commercial complex. The station has multi-speciality hospital BLK on the other side, also hosts several restaurants and offices, and is adjacent to Jaypee Sidharth Hotel. All these attractions drive almost 26,985 travellers on daily basis & 836,532 travellers on a monthly basis. Apart from Sec A & B group of people, this station also attracts a big number of young audiences due to the nearest college and educational centres.
This station offers backlit medium size branding option available on the platforms and 4x6 size of rectangular backlit sites at the concourse area. Majorly household brands, GEC Channels and station neighbouring hospital have taken up this station for branding. The station also has some giant traditional billboards outside the station, which catches the attention of on -road as well as metro riders.
Rajouri Garden- One of the most crowded metro stations of South-West Delhi is Rajouri Garden which has taken over the 3rd position in the list. The station has been widely preferred by fashion brands due to 24,233 audiences travelling in a day and 751,230 numbers of people travelling with female audience & youth adding to the majority. Apart from residential locations, this location has also become home to many western's style indoor shopping malls namely TDI Mall, TDI Paragon Mall, Shoppers Stop, City Square, West Gate Mall, and Pacific Mall. The station has been widely visited by Sec A+, A audience.
Due to the location crunch and poor parking facility, the major visitors prefer travelling by metro from various parts of Delhi. The station has modernized backlit sites of 10x5 & 4x6 at the platform and concourse area respectively. Alongside apparel & fashion brands, the station is also preferred by confectionary, Mobile handsets and youth centric brands.
Janakpuri West- Currently, this location stands on the forth number location but very soon, this will be the most crowded station of the blue line to the people of Vikaspuri. Under Phase III, Janakpuri West station is proposed to become an interchange station with the Outer Ring Road line. From here, passengers will be able to connect to Kalindi Kunj via. Hauz Khas and Noida Botanical Garden by using this new line. Currently, the station gets 21,262 travellers on a daily and 659,120 on a monthly basis, majorly comprising of the ones visiting Janak Palace Shopping complex, Satyam Cinplex, Sagar Ratna restaurant, Piccadily Hotel (earlier known as Hotel Hilton). This station also serves to the people of adjoining residential areas.
This station gets a mix of advertisers such as E-Commerce brands, Retail Stores, BSFI and various other brands. Currently offering backlit sites at the platform and entry & exit of the station; with the further development, the station will be able to offer more options to the brands at the different platforms and concourse area.
Noida City Centre- Last but not the least, Noida City Centre station or better known as Wave City Centre is one of the most favourite ad-hub for brands when it comes to transit branding on the Blue Line. With almost 31,226 riders on a daily and 968,015 on a monthly basis uses the metro connectivity to travel from Noida to Delhi and back, plus to other adjoining areas.
The biggest branding attraction is the semi-naming right option which is taken by Wave Infratech, Real Estate is branding for 10 years. Together with this, the station offers a500 sq metre of advertisement space in total spread at different areas of station such as platforms, concourse and staircase.