Delhi based Advert Communications has bagged the ad rights for a period of five years on civil structures, including via ducts, bridges, retaining walls and exterior walls, on the Qutub Minar-Gurgaon stretch of Delhi Metro. Other agencies in the fray included NS Publicity, Big Street, Pioneer Publicity, Prithvi Associates, Shalimar Advertisers, Laqshya and Traffic Media.
Confirming the development to afaqs!, Piyush Tiwari, director, Advert Communications, says, "The first and the foremost plan is to get the contract signed with Delhi Metro Rail Corporation (DMRC). In contracts of DMRC, you don't get a long time to build the inventory, so we have started working towards the plan for the fabrication of the media. Our priority is to execute world class fabrication of ad displays."
The fully elevated line from HUDA City Centre to Guru Dronacharya Metro Station passes through the residential and institutional areas of Gurgaon. It has five stations - HUDA City Centre, IFFCO Chowk, MG Road, Sikanderpur and Guru Dronacharya metro station. The stretch has a total outdoor advertisement area of 600 square meters on the civil structure.
According to DMRC, by 2011, this line is expected to serve 1.8 lakh commuters every day.
For the Gurgaon stretch of Delhi Metro, the agency is looking at corporate advertisers. Also, it is expecting a lot more direct clients without routing the business through other agencies as the stretch is undoubtedly one of the most premium stretches for OOH advertising.
"This is the first time Gurgaon will see organised media. The Millennium City boasts of corporates that have spent big bucks on infrastructure and the new media will certainly gel with the needs of these clients," adds Tiwari.
For the record, Advert Communications is a 15 year old agency which owns different outdoor formats including bus shelters, unipoles, utilities, Metro towers and wall wraps.