Times OOH wins ad rights for Yamuna Expressway

The OOH agency has bagged the advertising rights for the 165 km long Yamuna Expressway from Jaypee Infratech.

BCCL-owned Times Innovative Media (TIM) has bagged the contract for advertising rights at Yamuna Expressway for a period of 10 years for an undisclosed amount from Jaypee Infratech (JIL).

According to the contract, Times OOH will now own the rights for branding on more than 642 sites on the highway for the purpose of advertising on DBFOT (design, built, finance, operate and transfer) basis. This will include large format billboards, gantries, toll gate formats, poles, kiosks and others.

Yamuna Expressway is India's longest (165 km long) access-controlled, six lane (extendable to eight lanes) expressway, connecting Greater Noida (Delhi NCR) to Agra. The Yamuna Expressway connects two important destinations of national and international importance with high potential to generate traffic and economic development - the Capital city and the tourist centre, Agra.

The acquisition is perfectly timed with the F1 race on the cards in another fortnight at the Buddh Circuit in Noida, which is extremely near to the expressway and will see a huge crowd, both domestic and international. The OOH agency has already begun with a media plan and is sealing deals with brands for advertising.

Sunder Hemrajani, MD, Times Innovative Media, says, "We also look forward to offering brand advertisers a one of a kind pedestal to reach affluent audiences - national as well as international, given the strategic connectivity the expressway offers to Agra - a global tourism destination."

Times OOH has a presence in all media segments and has properties throughout the country. It first won the advertising rights at Mumbai and Delhi airports in 2007, and went on to win the 20-year contract for Delhi airport in 2010 and an 11-year contract for Mumbai airport in 2013.