afaqs!

Five companies bag rights to 733 DTC bus shelters in the Capital

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | January 12, 2010
A handful of companies have been awarded the advertising rights for bus shelters in seven zones in Delhi

In a competitive bid conducted by the Delhi Transport Corporation (DTC), five outdoor agencies including Graphisads, Explo Media, Jagran Engage, Pisces Media and Himalaya bagged the advertising rights for about 733 bus shelters in Delhi for a period of two years, extendable on a quarterly basis for another year. Rights were awarded for seven zones out of the 12 zones that DTC invited bids for.

The bid was called for about two months ago and the awardees were announced recently.

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DTC has awarded Graphisads the sole rights for OOH advertising at 60 DTC bus shelters in the Karol Bagh zone. The bus shelters are located at prominent places such as Arya Samaj Road, Ajmal Khan Road, Jhandewalan, Deshbandhu Road, New Rohtak Road, Main Patel Nagar and Shadipur Depot, where the visibility is high. Graphisads will upgrade the bus shelters on a case-to-case basis to enhance their aesthetic and media value. The bus shelters shall feature a mix of backlit and non-lit displays.

Jagran Engage won the rights for 108 bus shelters in the Shahdara North zone. Himalaya won the rights for 50 bus shelters in the Civil Lines zone, 157 bus shelters for three other zones and 61 bus shelters in the Rohini-II zone. Pisces Media won the rights for 175 bus shelters in the Rohini-I zone.

Tanmay Tiwari, general manager, north, Jagran Engage, tells afaqs!, "DTC called a bid for different zones consisting of about 1,350 bus shelters in all. Of this, we have won the rights for 108 shelters in prime locations. To provide to advertisers truly good sites, we will beautify and maintain these and then offer these upgraded bus shelters to advertisers."

Similarly, Explo Media has won the advertisement rights for 121 bus shelters in the Shahdara South-II zone. The bus shelters are located at prominent places such as Mayur Vihar, Geeta Colony, Shahdara, Laxmi Nagar and Gazipur. In the same zone, apart from Explomedia, Himalaya and Jagran Engage were the other two participating players, but did not win the rights for this zone.

There were no takers for five other zones, including West Zones I and II, Najafgarh-I and II, Civil Lines-II, Shahdara South-I and City zone, for which DTC had also invited bids.

A reliable industry source, who chose to remain anonymous, shares that unlike the Build-Operate-Transfer (BOT) basis where a company undertakes the construction of bus shelters as well, this is a pre-Commonwealth Games approach on the part of the DTC to beautify and maintain existing shelters, which would otherwise have been an expensive proposition for it.

The source also suggests that for the remaining five zones that haven't been awarded yet, DTC may look at reducing minimum bid prices to garner more takers.

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