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Delhi Metro Stations – The New Destination For Brands Looking For A Diverse Audience
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Delhi Metro Advertising took its time and resources to earn the trust of the brands. To the delight of the medium and the DMRC Advertising Agencies in Delhi, the brands have finally started coming back for campaigns at the metro stations. The rate of campaigns started taking a noticeable increase towards the later part of 2013 and was mainly fuelled by the apparel industry looking for increased visibility during the festive season. It cracked open the floodgates for a host of brands from various industries to rush for the limelight thrown by the media. This article analyzes the patterns of campaigns at the metro stations where TDI International India (P) Limited, a leading Delhi Metro Advertising Agency in Delhi, holds exclusive advertising rights and looks at the various industry sectors that saw the maximum impact.
Some of the first advertisers, that embraced the possibilities in the Delhi Metro Medium, belonged to the Apparel Sector. Aware that the masses in Delhi would take the metro to the restaurants, markets, malls, and retail shops during the festive season in order to avoid the fierce traffic on the road, many brands from the Apparel industry took up spots on the Delhi Metro Stations, from where they blew their trumpets. Major brands that keep coming back for campaigns include Duke, Jockey, Dollar, Raymonds, Siyaram, OCM, Monte Carlo, Grasim, etc.
FMCG (Fast Moving Consumer Goods)
Targeting the working women has been somber task for the brands of FMCG. The Delhi Metro Stations offered them a concentrated site where they could impress the women who are employees by the day and shoppers during the evenings. Many working professionals are habituated to shop for FMCG goods while returning from office. It is here that the medium scores in advertising right before they buy. Brands like HUL, Agmark, Anmol, Britannia, Dabur, Fair & Lovely, Garnier, Hamdard, ITC, Loreal, Paras, Sensodyne, Shakti Bhog, etc. have benefited immensely from placing their brands at the metro stations and can be continuously seen renewing old contracts or signing up for new.
M&E (Media & Entertainment)
The M&E Sector is another prominent sector that makes regular use of the Delhi Metro Medium. This is the only medium that can be used to target women and youngsters alike. Thus, we find TV Channels, shows, movies, etc., that cater to variety of target audiences, promote themselves at these sites. Popular brands that are regularly featured in the medium include Zee TV, AXN, Colors, Fun Cinemas, Sahara, Red FM, Prasar Bharti, Sony TV, Zee TV, Zed Café, etc.
Financial and social institutions, both at the public and private levels, have taken a special liking to the Metro Ad Medium. Of them, banks are the top most that enthusiastically opt for campaigns. The patrons include both public sector and private sector banks like Allahabad Bank, BOB (Bank of Baroda), HDFC, ING Vyasya, Karur Vyasya, OBC, SBBJ, UCO Bank, etc.
The enthusiasm with which institutes from the education sector have begun taking part in placing ads at the metros station sites has been one of the most unprecedented surprises of the medium. The sector which dipped its feet in the medium soon realized that they had a huge audience of students waiting at the metro stations to be impressed. Another important fact, which plays an important role in prompting participation from the educational institutes, is that the metro stations in the areas near the location of an institute can be used for effective Localized Metro Advertising Campaigns. CA Club India, CPT Classes, DCE, Deepak Jain Institute, Dheeraj Tyagi Classes, Disha Institute, FIIB, First step, IFA, IMS, IME Ghaziabad, Jetking, CRIMS, etc. are some of the popular institutes pulling students by advertising in the discussed medium.
The diversity in the clientele bodes well for the future of the medium. A trusted clientele comprising of brands from various sectors means that the medium is looking at great times that are not just restricted to the festive seasons.
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