Locations @ DMRC
Stations in Line - II
Connaught
Place
Kashmere Gate
Central Sect. Chawari Bazaar Civil Lines
(ISBT)
Patel Chowk New Delhi Chandni Chowk Univ. Of Delhi
Legislative
Assembly

Who are talking to?
• The young Delhi commuter :
85% of the commuters are
below the age of 34
• Over 34% women commuters
• The educated Delhi: Over 67%
commuters are working or SEPs
and 30% students
• Approximately 70% commuters
SEC A2 and B

Why DMRC ?
• Recent article* reveals
significant change of
commuter patterns in Delhi;
Metro Among the most
preferred public transport
service in Delhi
• Over 70% of commuters have
shifted from other modes of
transport to Metro Travel.
• Passengers choose it majorly
for its safety, economy and
comfort
Metro a big hit in Delhi, Hindustan Times, Sunday, 29 June

Why Campaign @ DMRC
• Recent Report* declared Delhi Metro rider-ship
hitting an all-time high — an average 7.6 lakh
commuters rode on trains in the month of
May’08 as against the previous month’s daily
average of 6.5 lakh
• Delhi Metro Rail Corporation (DMRC) has
decided to post customer facilitation agents at its
busiest metro stations at Rajiv Chowk and
Kashmere Gate because they both serve as
interchange points between different Delhi
Metro lines drawing the largest crowds
* Article: “ Metro staff to check pushing and shoving at stations “; Times News Network, 11th June, pp.5

About Target Audience
Gender wise break-up
160000
136000
140000
120000
100000
80000
64000
60000
40000
20000
0
in '000s
Male Female
Gender % in '000s
Male 68% 136000
Female 32% 64000
Out of the total daily commuters of 1.6 lakhs – 1.36 lakhs are males and 64 thousand are females

More..About Target Audience
Age wise break-up
100000
90000
90000
80000
80000
70000
60000
50000
40000
30000
22000
20000
8000
10000
0
in '000s
18 - 24 25 - 34 35 - 44 45 +
Every 1lakh commuters comprise of at least 80000 are from
Age % in '000s
the age group of 25 – 34, the TG that has highest propensity
18 - 24 45% 90000
to spend power
25 - 34 40% 80000
35 - 44 11% 22000
45 + 4% 8000

More..About Target Audience
Occupation wise break-up
80000
76000
70000
58000
60000
50000
40000 34000
30000 24000
20000
8000
10000
0
in '000s
Student Salaried Self Employed Businessmen Others
67% percent of the commuters are earning /
Occupation % in '000s
working – no other outdoor medium provides an
Student 29% 58000
opportunity to get exposed to gathering of a TG
Salaried 38% 76000
like this
Self Employed 17% 34000
Businessmen 12% 24000
Others 4% 8000

More..About Target Audience
SEC wise break-up
80000
70000
66000
70000
60000
50000
40000
30000 30000
30000
20000
10000 4000
0
in '000s
SEC - A1 SEC - A2 SEC - B1 SEC - B2 SEC - C
SEC % in '000s
SEC - A1 15% 30000
SEC - A2 33% 66000
SEC - B1 35% 70000
SEC - B2 15% 30000
A mix of SECs enables reach to wide range of TGs and makes the medium
SEC - C 2% 4000
apt for brands from various categories

Pilot Campaign

@ Rajiv Chowk
(Connaught Place)

Blue Casting unit Statistics
Bluetooth campaign on 16th Feb’08, for 48 Hours,
Statistics for same are enclosed below.
Campaign was run without any promotional posters and fliers and
Content: DMRC Route information and safety messages.
Device-1
C am paign N am e D evice N am e A ccepted R ejected N ot A ctioned T otal
M etro N ew s B luecasting 9 547 791 3412 4750
M etro N ew s B luec as ting 9
A c c epted
R ejec ted
N ot A c tioned

Statistics
Device 2
C am paign N am e D evice N am e A ccepted R ejected N ot A ctioned T otal
M etro N ew s B luecasting- 6 605 1305 3057 4967
Me tro N e w s B lu e ca s tin g - 6
Acce p te d
R e je cte d
N o t Actio n e d

Campaign results @ a Glance
No. of Location: 1 Per Day/ location
Duration: 48 hrs
Day: Monday, Tuesday
Band Size: 9717 Band Size: 4859
Impressions: 2096 Impressions: 1048
Conversations: 1052 Conversations: 526

Kashmere Gate

(Delhi University)
Vishva Vidhyalaya

(Delhi University)
Vishva Vidhyalaya

New Delhi

Central Secretariat

New Delhi

Chandni Chowk

Chandni Chowk

(other Supportive touch points

1
Supportive Touch points
S.no. Location Size
7 x 3.1 and 9.8 x
1 Platforms
4.6
2 Entry/Exit 7 x 3.1 2
3 Dome [Rajiv Chowk
(Connaught Place) 15.1 x 8
only]
Picture of approach 1
4 Other display
opportunities like wall,
Various (next
overhead gantry 3
slide)
staircase branding
etc.
1. Backlit wall mounting on Platform 2. Backlit panels on Dome 3. Backlit on entry/
exit concourses

thanks for your interest in
@