Officials from the Delhi Metro Rail Corporation said on Tuesday that audio-based advertisements will be introduced as a pilot project on six trains on the Violet Line.
“The advertisements will run for one year, beginning this month, on the trains running between Kashmere Gate and Badarpur Border”, the officials claimed.
According to DMRC, the new feature is thoughtfully designed to seamlessly coexist with essential service announcements to improve the overall metro experience for passengers.
A DMRC official stated, “‘Strategically placed between mandatory service announcements, these audio advertisements are set to bring a delightful and engaging dimension to the journey, offering passengers a welcome break from the routine”.
”Based on the feedback received for the pilot project, this revenue-generating avenue may be expanded to other lines as well”, the official continued.
The official went on to say, “Audio-based marketing is a revenue mode that has immense potential in the Delhi Metro since these advertisements will have immediate reach to lakhs of commuters who travel by metro every day”.
Metro services in other cities, including Mumbai, are aggressively providing advertising possibilities to their partners and generating revenue.
Delhi Metro tweeted, “DMRC is all set to introduce a new mode of advertising in its network. It will now be possible to air audio-based advertisements inside trains. This feature is designed to seamlessly coexist with essential service announcements, enhancing the overall metro experience for passengers”, through its official ‘X’ handle.
During the Covid epidemic, Delhi Metro services had to be discontinued for an extended period, and they could only be restarted in phases with a variety of limitations. As a result, the revenue-generating streams accessible to DMRC were severely limited.
The DMRC is now making many efforts to supplement its earnings from non-ticketing sources so that it can continue to operate smoothly. Co-branding of stations and the launch of the ‘Momentum 2.0’ app are two additional recent examples of such measures.
Pindrop Metro Tech Pvt. Ltd, a particularly curated advertising solutions firm part of the Pindrop Media Group created by media star Shammi Narang, presented the concept of in-train audio adverts.
“The firm has been providing in-train and in-station audio content to Delhi Metro for the last two decades and shall be implementing this new project in association with the DMRC”, the official added.
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