Lineage Media has won the digital advertising rights for the Chhatrapati Shivaji Terminus from Mumbai railway authorities for an undisclosed amount. The digital out of home media advertising firm has installed two LED screens at different locations inside the station.
Shah says, "These screens are placed strategically to give an advantage to the brands as the commuters on an average spend at least three to four minutes waiting for their trains, so during their waiting time they can watch these screens."
The 8X6 feet LED screens are placed just ahead of the train indicators on the platform to ensure maximum attraction. The first screen is placed between platforms 1 and 2 and the other between platforms 5 and 6.
Shah adds that the digital form is an upgradation of the static media form and enables the advertisers to communicate with their audience effectively.
As of now, Parle Agro Frooti, Sundaram Books E Class and Hexacorp Petrochemicals have tied up with Lineage Media for advertising. Shah adds that many other brands have also approached Lineage Media and the company is working out the details of the agreements.
This is the first time that such huge, high definition screens will bring out advertisers' content inside the railway station, which has a footfall of more than four million commuters on an average day.
Shah adds that Lineage Media has won the contract for a year and is offering 30-second slots to the advertisers for a monthly rent of Rs 50,000.
The advertisements will be repeated every five minutes and will be shown for 168 times every day, 5,040 times a month. The screens will run for 14 hours a day from 8 am to 10 pm.
According to Shah, the digital screen offers an advantage to the brands as their content can be updated on a real time basis, unlike in the conventional out of home form where the entire campaign has to be reprinted and put up on hoardings.
The digital form is also environment-friendly, he adds.
Lineage Media also owns properties in the Thane station of Mumbai, which has a daily footfall of a million.