With the Commonwealth Games round the corner, the OOH industry in Delhi is witnessing a boom.
With a view to raise additional resources, Delhi Metro Rail Corporation (DMRC) has proposed to call bids for display of advertisements on the bare sites and media vehicles fabricated to be installed at 14 stations in the Inderlok - Mundka section of the mass rapid transit system (MRTS) phase-II.
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The total area for advertisement panels at the 14 stations is 2,800 sq m, as each site has a 200 sq m area. The overall license period will be five years.
In the proposed tender, agencies will have to indicate the locations for advertising panels, design of media vehicles including their structural plans, electrical and cable routing plans and the advertising panels/type of advertisements for these locations. Agencies need to submit all the plans of proposed panels, including its fixing arrangements for DMRC's approval, within 30 days from date of issue of the Letter of Acceptance.
Additionally, the licensee will have to maintain the panels in good condition, failing which DMRC reserves the right to seek exemplary damages and indemnification. Also, the advertising media should be made from fire-retardant, low-smoke, zero-halogen material.
The cost of the tender form is Rs 5,250; and DMRC also expects an earnest money deposit (EMD) of Rs 5 lakh from those participating in the bid. The last date to submit tenders is March 31.
So far, the proposal has received mixed response. Major media owners, when contacted by afaqs!, said that they were still contemplating on whether to bid for the tender; while others have decided not to participate, citing that the locations are not "strategic".
Sunil Vasudeva, director, Pioneer Publicity also says that they are considering whether to participate in the bid.
Jaipur-based out-of-home agency, NS Publicity's chief executive officer, KD Maheshwari confirmed the agency's participation in the bid. The agency also recently won the advertising rights for DMRC's civil structure for eight years, on the route from RK Ashram to Dwarka.