DMRC floats tender for in-station ad rights from RK Ashram to Dwarka

Delhi Metro Rail Corporation (DMRC) has floated a tender for its section from Ramakrishna Ashram Marg to Dwarka. While the earnest money deposit has been fixed at Rs 2 lakh, the tender documents are available till June 16 for Rs 20,800. However, the duration for which the rights will be given away is not clear.

The fully operational section has more than 18 stations, including Jhandewalan, Karol Bagh, Rajendra Place, Patel Nagar, Shadipur, Kirti Nagar, Moti Nagar, Ramesh Nagar, Rajouri Garden and Tagore Garden. These stations come under Line 3 (NOIDA City Centre to Dwarka Sector 9).

A senior media planner points out that the section is not really a hot property with advertisers; and only 30-40 per cent of inventory is occupied on an average. The line has a substantial number of advertisers from the education sector.

Barring Karol Bagh, Rajouri Garden, Rajendra Place and Janak Puri, other stations have low footfall; and therefore, don't command high media costs. In terms of media costs, currently, the Dwarka stretch is the cheapest of all DMRC sections.

The last tender floated by DMRC for in-station branding rights was for 10 stations in the Qutub Minar-Huda City Centre section. Soon to be operational, the line is expected to serve 1.8 lakh commuters everyday by 2011.