DMRC provides maiden platform for C2E Tech's In-Tunnel advertising

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New Delhi, Mar 12 (UNI) C2E Technology Labs Ltd in association with DMRC and submedia launced a new medium of advertising, 'In-Tunnel advertising' in the capital today with Kotak Life Insurance being the first advertiser on this medium.

''In-Tunnel advertising opens up another area for reaching to the people and brand building. This initiative will monetise the tunnels which for long have been neglected and provide much needed space for outdoor advertising,'' said C2E Technology Labs Ltd CEO A Rabindranath.

The company further expects to extend this through monetisation of assets such as tunnels and travelators by using them as a medium to display animated messages.

The company is also in talks with some mall chains where the escalators can be used for this purpose, he added.

''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 '' he said.

''This medium is a fantastic medium and I am sure we will be able to reach out to our audience through this,'' said Associate Vice President (Marketing), Kotak Life Insurance, Shubhada Dayal.

This is on a experimental basis and the contract is at the present for two months costing us Rs one lakh per day, she added.

Regarding the investment and profit sharing Mr Rabindranath said, ''we have not set any price point for this, it is based on cost sharing basis with the DMRC, however, within 4-5 months we hope to finalise the details.

The company is also in talks with Kolkata metro corporation and is eyeing potential markets in Mumbai and Bangalore where metro construction work is in progress.

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

For a 15 second advertisement it costs Rs eight lakhs and in the entire strech, 160 such boxes have been placed on which the commuters can view the products displayed. As per a survey of DMRC, about four lakh people commute through the metro trains every day 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,'' added Mr Rabindranath.

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