Delhi Metro commuters will soon hear audio advertisements on their train journeys as part of a pilot project launched by the Delhi Metro Rail Corporation (DMRC). The ads will be aired for one year starting this month on six trains on the Violet Line, which runs between Kashmere Gate and Badarpur Border, officials said on Tuesday.
The ads will be strategically placed between mandatory service announcements, which will continue to inform the passengers about the next station, doors opening, emergency exits and other essential information. The officials said that the new feature is designed to enhance the overall metro experience for the passengers by offering them a welcome break from the routine and a delightful and engaging dimension to the journey.
New Revenue Mode with Immense Potential
The DMRC said that 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. The officials said that based on the feedback received for the pilot project, this revenue-generating avenue may also be expanded to other lines.
Pindrop Metro Tech Pvt proposed the concept of in-train audio ads. Ltd, a specially curated advertising solutions firm, part of the Pindrop Media Group, which was founded by media personality Shammi Narang. 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 officials said.
DMRC steps to augment its revenues
The DMRC is taking several steps to augment its revenues from non-ticketing sources so that it can continue to operate smoothly, especially after the COVID-19 pandemic severely affected its operations and finances. Co-branding of stations and the launch of the ‘Momentum 2.0’ app are other measures that have been taken recently, the officials said.
