Big Time For Big Street In Delhi

Adrian J Cotterill, Editor-in-Chief

Last week we rumoured that VMG Global won the digital contract at Delhi Metro. We now have some confirmation and a little bit more clarification.

BIG Street, the OOH arm of Reliance Broadcast Network Limited (earlier known as Reliance Media World Ltd.) has been on a bit of an
acquisition spree recently
and has ended up with the Delhi Tourism and Transportation Development Corporation’s (DTTDC) Street Furniture Makeover project for something like the next 22 years.

This inventory will we believe cover over 19 kms of in-demand locations – (especially with the 2010 Commonwealth Games in Delhi fast approaching) such as the ITO Bridge, Nizamuddin Bridge, the road from Akshar Dham to ITO Chungi and the inner roads of Yamuna Sports Complex.

As part of the project, BIG Street will be responsible for creating structures ranging from public toilets, vending kiosks, police booths, information panels, benches, dustbins, auto prepaid booth and free standing panels and are partnering with Hong Kong based street furniture specialist, Qumbet.

BIG Street and VMG Global have also bagged the exclusive marketing rights for the high end Digital PODs which are spread across 25 of Delhi Metro Rail Corporation’s (DMRC) premium underground stations including Delhi University, Rajiv Chowk, Barakhamba, Khan Market, JLN Stadium, Udyog Bhawan, Race Course, Jor Bagh, AIIMS, Green Park, Hauz Khas, Malviya Nagar, Saket, GTB Nagar, Vidhan Sabha, Civil Lines, Kashmere Gate, Chandini Chowk, Chawri Bazaar, New Delhi, Patel Chowk, Central Sec, Model Town and Jang Pura, for a period of 8 years.

Footfall here is estimated to be upwards of 1 million each day.

These Digital Pods will offer commuter’s key information ranging from DMRC’s services, ticket rates, station facility information, updates on the CWG etc.

Mr. Rabe .T. Iyer, Business Head, BIG Street told us “These wins are part of BIG Streets business plans to acquire long term, low risk and quick payback inventory … the expertise that Qumbet and VMG Global bring with them will see innovative and pioneering street furniture for the first time ever in the country. These strategic wins are key acquisitions for BIG Street, its revenue potentials promising to contribute significantly to the profitability of the Company.”

Many we have spoken to in India believe that this “promises to be the game-changer for indoor advertising in India” but of course only time will tell.

The digital pods will consist of vertical self supporting LCD panel of 62” and a 22” touch screen facility acting as information booths.

Both these wins strengthen BIG Street’s inventory hold in the capital, where it already has the prestigious Delhi Metro Line 2, various Civil Structures and 50 LED screens.

“The DTTDC project, promises to change the streets of Delhi” so we are told – now if only they could only do something about the traffic, the hungry and the homeless we would really have something to shout about!

One Response to “Big Time For Big Street In Delhi”

  1. kabir Says:

    aaand Reliance makes a foray into DOOH too… as if being the largest (+unethical) company in India wasnt enough for these jokers.

    time to get ready for political manupulation and arm twisting in this industry too.

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