Big Street, the OOH arm of Reliance Broadcast Network, has bagged two prestigious projects, strengthening its position in the Capital. The first one is Delhi Tourism and Transportation Development Corporation's (DTTDC) street furniture project on a BOT (build, operate and transfer) model for a period of 22 years.
As a part of the project, the ad inventory comprising units such as public toilets, vending kiosks, police booths, prepaid auto booths, free standing and information panels, tree guards, dust bins and benches will be spread over 19 kms in the city, covering areas such as ITO Bridge, Nizamuddin Bridge, the road from Akshar Dham to ITO crossing and the inner roads of Yamuna Sports Complex.
In order to ensure international standards, the outdoor agency has tied up with Hong Kong based street furniture specialist, Qumbet. The company has handled various international street furniture projects in Turkey, China, Romania and Korea.
The main objective behind this project is to give an aesthetic and infrastructural face lift to the city. The license fee for this will be paid on a quarterly basis.
The second project will involve Big Street installing 54 high end digital PODs in Delhi Metro's premium underground stations, each with a 55 inches screen which will run advertisements and another 22 inches touch screen providing information for commuters, including timing of trains, different routes of Delhi Metro and easiest ways to reach the venues of the Commonwealth Games.
The underground stations include Delhi University, Rajiv Chowk, Barakhamba, Khan Market, JLN Stadium, Udyog Bhawan, Race Course, Jor Bagh, AIIMS, Green Park, Hauz Khas, Malviya Nagar, Saket, Civil Lines, Kashmere Gate, Chandni Chowk, Chawri Bazaar, Model Town and Jang Pura.
The daily average footfalls across these high traffic lines are estimated to be one million. Again, this first-of-its-kind innovation will be executed in partnership with VMG Global, the UK based expert in digital media solutions.
Big Street intends to complete the execution of both the projects before the commencement of the Commonwealth Games.
According to Rabe T Iyer, business head, Big Street, Big Live and Big Digital, these wins are part of Big Street's business plans to acquire long term, low risk and quick payback inventory.
"With Delhi being a key focus market, both these prestigious deals strengthen our position in the capital, offering innovative and novel advertising options for advertisers. We are happy to be working with the Delhi Government in introducing game changing inventory options as we bring more formats into this industry, working side by side to enhance the lives of the local community," he adds.
Also, keeping the execution in sync with the CWG initiative in the green space, the outdoor arm of Reliance Broadcast Network will use advance lighting systems in the display panels, ensuring 40-45 per cent lower energy consumption and the use of VE coating on steel to enhance the life of street furniture.