EG Communications strengthens ad inventory at Delhi Metro

By afaqs! news bureau , afaqs!, New Delhi | In OOH News
Last updated : April 05, 2010
The agency has bagged ad rights for all ad inventories present inside 83 metro coaches on Line 2 and Line 3 of Delhi Metro

Over the years, Delhi Metro has emerged as one of the crucial outdoor advertising sites and as its network penetrates deeper into the Capital, more tenders are being floated by Delhi Metro Rail Corporation (DMRC) for advertising rights. Recently, EG Communications, a Delhi based advertising agency, has bagged the ad rights for all ad inventory present inside 83 metro coaches on Line 2 (Jahangirpuri-Central Secretariat) and Line 3 (Dwarka-Anand Vihar/Noida) of Delhi Metro.

The ad options inside a metro train include ad panels placed close to the seats and handle bars. The duration of the tender is for three years, extendable up to two more years, during which a quarterly license fee will be paid to DMRC. In the past, as part of another tender bid, EG Communications had won rights for 70 trains. With the latest win, the agency, which also happens to be the sole contractor for inside metro ad rights, has ad rights for more than 150 metro trains.

The new coaches running on Line 2 and Line 3 are of Bombardier make and the ad panels inside these are larger than the ones available in other models of metro coaches.

Discussing the advantages of advertising inside the metro, Praveen Gupta, director, EG Communications, says, "Delhi Metro is used by more than 10 lakh commuters from different age groups on a daily basis. This guarantees maximum exposure a brand can get. Even when the trains are crowded, one cannot miss the ad panels located close to the station display screens and handle bars which are constantly grabbed by the commuters."

Each train has 54 ad panels and 86 handle bars. An advertiser can either book all of these in one train or spread the inventory across different trains. While the media cost for a set of 54 ad panels is Rs 3 lakh per month, a set of 86 handle bars can cost Rs 1 lakh per month approximately.

EG Communications has clients across product categories including MetLife, SBI, Airtel, Idea, Tata Indicom, HUL, SpiceJet, Crompton Greaves, Colors, Sony, Zee and STAR Plus.

Besides owning the ad rights for DMRC, the eight year old agency provides other services including public relations, event management, print advertising and website designing as well.

First Published : April 05, 2010
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