afaqs! news bureau

Big Street strengthens ad inventory at Delhi Metro; acquires new properties in Hyderabad

The OOH outfit under Reliance Media World will sell ad space on the civil structures of eight stations of DMRC and run gantries and cantilevers on a BOOT basis in Hyderabad

As part of a tender bid, Big Street, the outdoor arm under Reliance Media World, has bagged the ad rights for civil structures outside eight stations of Delhi Metro Rail Corporation (DMRC) from the Central Secretariat to Delhi University stations. The agency already holds the rights of ad inventory inside these eight stations.

Sources in the industry confirm that the winning bid is Rs 2.19 crore approximately. This amount will be paid to DMRC per annum as license fee over the next five years - the duration of the contract. This can be extended to three more years. Big Street will earn revenue by selling ad space of 6,000 sq. ft.

Also, after making presentations on building infrastructure in Hyderabad, the agency has bagged exclusive advertising rights for eight gantries (for eight years) and seven cantilevers (for about 10 years) at key junctions on build, own, operate, transfer (BOOT) basis by the city's municipal corporation. To be constructed by the media owner, the gantries and cantilevers will be fitted with special traffic violation cameras as these are located on stretches that see VIP movements regularly. Big Street refused to divulge the financial details of this contract.

Big Street strengthens ad inventory at Delhi Metro; acquires new properties in Hyderabad
Rabe T Iyer, business head, allied businesses, Reliance Media World shares that both the moves are in line with the agency's strategy of focusing on low risk, high tenure assets which help create value, while offering high impact inventory to the advertisers.

He adds, "Today, higher awareness exists among the municipalities to regulate and beautify the respective cities, which poses an excellent opportunity for us to work with the local authorities and participate in tenders. With our new projects, we are delighted to offer some unique inventory, such as three sided cantilevers and other street smart furniture. We are confident that these media assets will run a high occupancy, given the relevance of the formats and their strategic locations, which will find a fit across brand campaigns from different categories."

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