Source : sdgmag.com
T he Chennai Metro commenced service in 2015 after partially opening the first phase of the project. The network covers a length of 35 km. Construction began in June 2009 and the first stretch, covering seven stations from Koyambedu to Alandur over a distance of 10 km, began operation on June 2015. As of now, Chennai Central to St Thomas Mount on the Green line and AG-DMS to Chennai International Airport on Blue line are commercially operational which brings the total operational network over 35 km.
The list comprises variety of brands including local players like Hatsun Agro, National Brands like Reliance Trends, Maruti and ITC along with some major International Brands like Renault, Motorola, Ford, Coca-Cola etc. Quite a number of companies have already lined up and many more are getting ready to display their brands ‘literally moving’ on the currently operational corridor, which is not only an elevated one but as well makes it a larger -than-life branding proposition for leading companies. Going by the trend, several companies are leveraging their advertising campaigns through the above-mentioned branding. With different media options, such as Dwell Time Network, Moving Media Network and Train Domination, Chennai Metro offers significant opportunity to companies to connect their brands with affluent target audience. JCDecaux, which is one of India’s leading out-of-home players has the exclusive advertising rights for the Chennai Metro Rail Limited’s (CMRL) rolling stocks (trains).
Talking about the overwhelming response, Olivier Héroguelle, MD, JCDecaux India MD said, “The Chennai Metro commuters will see more brands in the coming weeks, as we are receiving great interest from companies in this branding format moving on the elevated corridor”. These will include exclusive external wraps, internal train branding as well as a combination of both. This is JCDecaux’s first foray in managing outdoor advertising proposition in Chennai. The contract is for a period of 10 years and will include all the proposed 32 stations and 42 trains of the Chennai Metro Project where-in each train comprises of 4 Car Coaches. The two metro lines cover key locations and intersections of the city, with an estimated 282 million commuters per year, which is expected to grow at 5% in future.
Metros offer multiple advertising options, including The enormous branding opportunities on Chennai Metro Train The two metro lines cover key locations and intersections of the city, with an estimated 282 million commuters per year, which is expected to grow at 5% in future Within a short span of time Chennai Metro has become a branding hotspot for local, national and even international companies which are keen to explore the outdoor advertising space to woo their targeted customers metro train branding December 2018 I Arnon Media 49 45% of passengers in metro trains belong to the age group of 20- 30 years 50 Arnon Media I December 2018 train wraps and sponsorship options such as naming rights of the station. The giant moving billboards, here the car coaches make sure that your brand message captures people’s attention.
High visibility determines that people actually read the advertisement, unlike skipping ads on TVs and using adblockers on the internet. As 2/3 of metro passengers are daily passengers, metro wraps effectively reinforce the message, increasing brand awareness. So the next time when a person goes to buy something, your brand image will come into his mind first. Depending upon the travel time and service, the impact your advertisement has on people is unparalleled both to the consumers at the station and on the road.
Word of mouth is the most powerful form of advertisement and the holy grail of any marketing campaign. Advertising with Metro train always compels people to talk about the brand, thus spreading word of mouth. Some statistics about the effectiveness of metro travellers might help. Even though there could be regional variations, it is still helpful to understand the trend. Out of 31% female passengers only 18% travelled with the family / friends and 82% travelled alone i.e. 25% of total passenger. 45% of passengers in metro trains belong to the age group of 20-30 years. 86% are below age of 40 years. Comparing the socioeconomic status, it is observed that 51% are from service class. 70% of the metro users belong to middle class category and 11% are from lower middle class segment. Upper middle class using metro was 18%. Its primarily used to reaching work place or to reach college. 92% were college students and only 8% were schools going students. When commuters were asked to rate various mode of transport on a 10 point scale, (10 – highest and 1 – Lowest) Metro option has got 9.2 ratings. Every bit of these information is helpful for brands to reach their target audience rightly. It is undoubtedly a unique opportunity to tap the huge middle class of the city. The captive audience and high brand recall ensure brand visibility. The stations can be segmented based on commuter profiles.