In a strategic move, the Delhi Metro Rail Corporation (DMRC) is set to roll out a novel form of advertising within its network, allowing audio-based advertisements to be broadcast inside the trains.
This innovative feature has been carefully crafted to seamlessly complement essential service announcements, thereby enhancing the overall metro experience for passengers, according to DMRC officials.
Initially implemented on six trains along the Violet Line during journeys between Kashmere Gate and Badarpur Border, the advertisements are scheduled to air from December for an initial one-year period.
The initiative is set to commence on trains operating between Kashmere Gate and Badarpur Border, initially.
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In an interaction with the media on December 5, a senior DMRC official stated, “Based on the feedback received from this pilot project, the DMRC will expand this revenue-generating avenue to other metro lines as well".
Officials also stated that the aim is to explore the seamless integration of audio advertisements with crucial service announcements.
The suggestion for incorporating in-train audio ads comes from Pindrop Metro Tech Pvt. Ltd, an advertising solutions firm under the Pindrop Media Group.
With a two-decade track record of delivering audio content to Delhi Metro, the company will partner with DMRC to execute this trial initiative. The evaluation of its impact and the consideration for future expansion will be based on feedback gathered during the project.
The official statement noted, “This new feature is thoughtfully designed to seamlessly coexist with essential service announcements, ensuring that it enhances the overall metro experience for passengers. 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".
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