DMRC tunnel becomes source of revenue

NEW DELHI: The tunnels of Delhi Metro Rail Corporation (DMRC) have become a source of revenue for it with innovative advertisements being put out on its walls.

The route connecting Viswavidyalaya to Central Secretariat is being used for 'in-tunnel advertising', a new concept for displaying ad films on the walls by using a novel technology.

"We are using Lenticular vision technology which is meant for moving audience. In this technology, the picture and the projections are modified to suit the audience speed helping them to view the advertisements clearly," A Rabindranath, CEO, C2E Technology Labs, the agency displaying the ad films, told reporters here today.

These ad films have been put out in the stretch between Chandini Chowk and Kashmiri Gate in this route.

"This advertisement will have a moving impact on the audience. As the train starts moving, the audience will get to see the pictures clearly," he said.

The agency has prepared the ad films for 15 seconds which have been displayed in this segment. As per a survey of DMRC, about four lakh people commute through the metro trains every day in this route.

The agency will put out more ad films covering the entire route shortly, Rabindranath said. These types of advertisements can be put at escalators and travelators, he said.