BIG Street retains OOH mandate for Line II of DMRC until 2016

Line II stretches across an area of 10.46 km, covering nine stations including Kashmiri Gate, as well as the Central Secretariat.

Big Street, the out of home (OOH) arm of Reliance Broadcast Network, has retained the mandate for the prestigious line II of the Delhi Metro Rail Corporation (DMRC).

The line stretches across an area of 10.46 km, and covers nine stations - Vishwa Vidyalaya, Vidhan Sabha, Civil Lines, Kashmiri Gate, Chandni Chowk, Chawri Bazaar, New Delhi, Rajiv Chowk, Patel Chowk and Central Secretariat.

Talking to afaqs!, Rabe T Iyer, business head, Big Street, says, "DMRC records a footfall of 1.8 million per day. Line II receives 65-70 per cent of this. It is an extremely busy line, with important stations such as Vishwa Vidyalaya (which caters to the North Campus of Delhi University), Vidhan Sabha, Civil Lines, Kashmiri Gate (which has the inter-state bus terminus and is an interchange station), Chandni Chowk and Chawri Bazaar (commercial hubs of Delhi), New Delhi (which connects the Delhi Metro Airport Express Line, as well as New Delhi railway station), Rajiv Chowk (Connaught Place), and Patel Chowk and Central Secretariat (interchange station)."

The review process which started a month back, saw the participation of other OOH agencies like Times OOH, and TDI International to name a few. The agencies had to go through two rounds of presentations. The first round consisted of a review of technical credentials, while the second round was for the financial bid.

Through this line, advertisers will target Delhiites belonging to Sec A, B and C. This will include brands across sectors like BFSI, FMCG, automobile, and fashion to mention a few.

With the retention of Line II, Line II extension (10 stations between Udyog Bhavan and Saket), Line III (21 stations between Barakhamba and Dwarka), as well as the Delhi Metro Airport Express Line, Big Street will have access to 44 metro stations.

It is to be noted that in the last quarter, Big Street posted a growth of 13 per cent.