Focus Media and Hindustan Publicity jointly win Media rights for Delhi Metro Line 2.
In a fresh contract, the advertising rights for 16 stations of Delhi Metro Yellow line has been assigned to Hindustan Publicity and Focus Media in a joint venture. The metro route from Patel Chawk station to Arjangarh is crucial for all commuters from North Delhi, Central Delhi, South Delhi and Gurgaon.
In the fresh 9 year contract, the advertising agencies will cover a stretch of 16 stations starting from Patel Chawk and including stations like CTST, Udyog Bhawan, Lok Kalyan Marg, Jor Bagh, INA, AIIMS, Green Park, Hauz Khas, Malviya Nagar, Saket and overhead Stations at Qutab Minar, Chattarpur, Ghitorni, Sultanpur & Arjangarh. Both Hindustan Publicity and Focus Media will work in coherence along with their JV Innovation Advertising. The media agencies are yet to form SPC (Special Purpose Company) to effectively manage advertising projects at these metro stations. This unit will be formed to manage sales and marketing responsibilities exclusive to the contract.
Ritesh Vasudeva, Chief Executive of Hindustan Publicity, confirmed the news and indicated that this is a very bright opportunity for both the media agencies, as the concerned metro route has high foot-fall and the advertisers can reap full benefit through putting up backlit signage, digital displays at the platform and concourse levels and making use of station premises for canopy set up especially for activations, BTL and e-commerce. The advertisers can grab the commuter’s attention by advertising activities by utilising area of high dwell-time at various metro stations.
The Delhi metro yellow line 2 is an important track with 3 interchange stations at CTST, INA and Hauz Khas. Therefore, the foot-fall of these 16 stations that will be covered under contract will have commuters from all over Delhi and Gurgaon. With the opening of Line8, Hauz Khaz is being predicted as the next biggest interchange station for Delhi Metro.