This document describes a Dual Display Infotainment System (DDIS) installed at railway stations across India. The bottom 30% of the screens display real-time ticket information for passengers, while the top 70% displays advertisements. Over 1,000 screens have been installed so far in 7 states, reaching over 5.8 lakh people daily. Expanding to Mumbai would increase the reach substantially given its large commuter volume. Advertising on the 200 screens across 16 stations in Mumbai is estimated to reach 8 lakh people daily at a very low cost of 0.10 paisa per viewer.

1. DIGITALSIGNAGEMEDIUM
DUAL DISPLAY INFOTAINMENT SYSTEM (DDIS)
Add:- C-324, Shanti Shopping Center, Opp Railway Station,
Mira road (east), Thane – 401107.
Contact No:- 022-67731314, 8108122210/11/12/13, 8097513020,
8689873390/91
E-Mail id:- vivek.oneleo@gmail.com, one_leo@rocketmail.com

2. What Is DDIS
• Dual Display Infotainment System (DDIS) isa first of its kind initiative,
designed, developed, and implemented by OLA in association with the
Indian Railways
• The LCD/LED displays installedoutside railway ticket booking
counters across the country are integrated to CRIS(Indian Railway
booking system) thereby displaying real-time ticketing information of
each commuter along with advertisements and entertainment content
• Thisproject hasbeen implemented exclusivelyand willhave Pan-India
reach soon

3. • The bottom 30% of the screen displays “Real – Time” ticket
information of each commuter which hasto be checked by the
commuter before booking the ticket
• The top 70% of the screen displays entertainment content along with
advertisement for allthe commuters who are waitingin line
• The “real-time”ticketing information ensures “Guaranteed” visibility
to the screen and the “Captive & Uncluttered” environment ensures
that the advertisements are well observed and observed

4. Existencein the Country
32LED
Visual Display ScreensatRailwayStations
TicketCounters
FORMAT
TicketStatusDisplay
(30%ofBottom Space)
70%BrandsAdvertisements
(70%ofTopSpace)
DISPLAY

6. Penetration
1056 Screens
NUMBEROF SCREENS
7 States
1.Karnataka
2.AndhraPradesh
3. New Delhi
4.Haryana
5.UttarPradesh
6.Bihar
7.Few Citiesin Maharashtra
STATES

7. State-wisePenetration
Number ofStations Covered: 65
Number ofScreens : 383
Number ofStations Covered: 41
Number ofScreens : 198

8. State-wisePenetration....contd
Number ofStations Covered: 11
Number ofScreens : 117
Number ofStations Covered: 6
Number ofScreens : 23
Number ofStations Covered: 12
Number ofScreens : 45

9. State-wisePenetration....contd
Number ofStations Covered: 21
Number ofScreens : 235
Number ofStations Covered: 1
Number ofScreens : 55

10. Significanceof theMedia
Reaching outto 5.8 Lakhs people every day across 141 Stations in
7 States excluding Mumbai
Average TimeSpentbyperson in the Q is 20 Minutes for long
distance train journeys
- Highengagement medium
- Highfrequency builder
- Gives opportunity for highsustainedcommunication
- Ideal for creating Top of Mind

11. • Tilldate the approximate viewership hasbeen recorded to be
1,74,54,630 eyeballs/month excluding Mumbai
• As a fast growing medium of Advertising these screens are rapidly
expanding to every railway station in India

12. Why Mumbai
Number ofstations covered – 16
Number ofscreens -200 Screens

13. • The lifeline of Mumbai, i.e. Western Railwayitself records 35 lakhdaily
commuters for Local trains
• The total count of local commuters of Mumbai is much higher than the
total commuters of 7 states, thus proving to be a significantmode of
promotion
• With 200 screens spread around 16 stations in the Western railway,
Mumbai network eyeballs are obvious to be achieved
• In a city likeMumbai where Advertising is an expensive medium, DDIS
comes in asa low cost effective mode for advertising
• Also, Mumbai being the hub for Bollywood, DDIS would catch
guaranteed attention of the people thanany other state
Why Mumbai

14. Reachin Mumbai
• 35 lakh commuters travel by WesternRailway everyday
• Outof which 60 percent are season pass holders and we’re
assumingthatwe’re missing outon 4 lakh people in total
from therailway stationsthatdon’t have theDDIS
• And hence,10 lakh people buy a dailyticket from the 16
stationsthathave the DDIS
• Assuming that80% of themactuallywatch thead, we gauge
that8 lakh people watch thead daily

15. Pricefor the activity
• TotalNo.ofScreens inMumbai–200
• TotalNo.ofActivityDays – 15days
• TotalNo.ofHours – 12hrs (8am– 8pm)
• TotalNo.ofSpots perHour – 16(1 spot every 3.75mins)
• TotalNo.of10 sec Spots perday – 16*12 =192spots
• TotalNo.of10 sec Spots perday across 200screens = 192*200=
38400 spots
• Price per10 secspot/per screen =`2
• TotalPrice –38400*2 = Rs.76800 per day
• TotalPrice for 15 days – Rs.76800*15 = `11,52,000

16. Priceper Eyeball
Assuming that8 lakh people derived from theearlier calculation
watch thead daily, we conclude that:
8,00,000 people*15 days = 1.2 Crore people
Total Spend for 15 days = `11,52,000 /-
Hence,Price per Eyeball - 11,52,000/1.2 Cr = 0.10 paisa

17. • Also note that, this calculation does not include:
- Season Pass Holders
- By Standers
- Friends of ticket buyers
- Passerby's
• The above mentionedwould also sum upto approx 25 lakh
people per monthwatchingthe ad if accounted in the
calculations

18. Thank
You!