The Hindu Business Line : C2E plans ‘in-tunnel’ ads for Delhi Metro users

New Delhi, Feb. 4 C2E Technology Labs Pvt Ltd is all set to launch the ‘in-tunnel’ advertisement in India this month targetting users of Delhi Metro. In association with Submedia, C2E hopes to reach out to an entirely new of audiences for its ads.

C2E is planning to use tunnels, escalators and travelators to display ads . Mr A Rabindranath, CEO, C2E, said: “We have always looked to monetise the assets which are almost considered dead by the organisations for themselves. The idea of in-tunnel advertising, which will help the organisation in monetizing its dead assets such as subways and tunnels is the starting point of this journey. With Submedia lending its technical support, this dream has come true today.”

Mr Rahul Sinha, Head of Marketing, Kotak Life Insurance, the first advertiser on this medium said: “This medium is a fantastic initiative from C2E and wins on many counts for an advertiser.”

“The audience is captive, and with no other diversion, will pay attention to the commercial. There is no clutter and the impact creation is very high. All these put together makes advertising on this medium very exciting for us, and thus we chose to be the first ones to advertise on this medium. Even internationally, in countries such as the US and Japan, the medium has been shown to create high impact and recall levels for advertisers.”

Ms Rachna Vohra, Vice President, C2E, said: “The rider profile on this particular route is very exciting with nearly half of the 4 lakh daily riders being assessed as falling into the SEC A categories. Moreover, as DMRC monitors rider movements electronically, there can be no dispute or ambiguity in these numbers. We are also assessing how this environment can be used for other services.”

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