New Delhi: Delhi Metro tokens would soon be wrapped by micro advertisements, a move aimed at augmenting revenue by tapping the nearly eight-lakh-strong commuter base who use the circular coins.
While about 70 per cent commuters travel using smart cards as per Delhi Metro Rail Corporation (DMRC) data, the rest, primarily visitors to the national capital, are dependent on tokens. Nearly 16,000 smart cards are sold every day from stations across the network.
Explaining the logic behind the step, DMRC officials said that on an average a token is circulated in three different hands within a day, thus providing "repetitive visibility" to different persons in different sections of the network.
"Moreover, tokens are mostly used by new travellers to Delhi. Hence, advertisement on tokens provide an attractive destination to the advertisers for wide publicity," DMRC chief spokesman Anuj Dayal said.
The tokens, with an average diameter of 30 mm, provide printable space for advertisement at the centre with diameter of 25 mm, which can be viewed from both sides.
"This printable space shall be licensed to selected bidder for advertisement of its artwork in pursuant to bidding process," the Request For Proposal (RFP) said.
Last December, the metro had leased out the outdoor bodies of its coaches to agencies, following which fully ad-wrapped trains were introduced on the network's busiest corridors, namely Yellow and Blue lines.
While about 70 per cent commuters travel using smart cards as per Delhi Metro Rail Corporation (DMRC) data, the rest, primarily visitors to the national capital, are dependent on tokens. Nearly 16,000 smart cards are sold every day from stations across the network.
Explaining the logic behind the step, DMRC officials said that on an average a token is circulated in three different hands within a day, thus providing "repetitive visibility" to different persons in different sections of the network.
The tokens, with an average diameter of 30 mm, provide printable space for advertisement at the centre with diameter of 25 mm, which can be viewed from both sides.
Advertisement
Last December, the metro had leased out the outdoor bodies of its coaches to agencies, following which fully ad-wrapped trains were introduced on the network's busiest corridors, namely Yellow and Blue lines.
Advertisement
COMMENTS
Advertisement
Delhi Metro Launches International Flight Check-In Services At These Stations Video: Man Trying To Stop A Fight At Delhi Metro Station Ends Up Getting Slapped, Internet Reacts Man Dies By Suicide After Jumping Before Train At Delhi's Kashmere Gate Metro Station: Cops UP BJP Rejig Soon? State Chief Offers To Quit Over Poll Drubbing: Sources UP Banker Dies By Suicide After 6 Months Of Bullying, Body-Shaming "I Divorce You... Your Ex-Wife": Dubai Princess Dumps Husband In Insta Post "Relocate To Vizag": Andhra Minister To IT Firms Amid Karnataka Quota Row MAT August 2024: Registrations Underway For Management Aptitude Test Government Should Rationalise Customs Duty In Budget: Chamber Of Commerce Track Latest News Live on NDTV.com and get news updates from India and around the world.