DMRC plans ads on smart cards to increase revenue

New Delhi: In a bid to generate more revenue, Delhi Metro Rail Corporation (DMRC) is all set to give advertisement rights to “smart card”, a move aimed at augmenting revenue by tapping more than 18 lakh-strong commuters, who use the smart cards on a daily basis.

This step will help the DMRC augment non operational revenue stream advertisements. With this step, DMRC has establishged itelf at the most sougth after can establish itself as a most sought after location for advertising.

According to the DMRC, one of the sides of Delhi Metro Smart Card contains DMRC artwork in the form of DMRC’s logo and other details.

However, the rear side of the smart card contains a unique card ID, which is engraved on one corner while keeping the rest of the card available for commercial advertisement in an area of 45.90sqcm (8.50cm X 5.40cm).

As on date, the DMRC is selling approximately 2.5 lakh to 3 lakh smart cards ever month to Metro commuters.

The cororation will provide one side of the smart cards to the selected bidder for advertisement.

The successful bidder or licensee will be charged a minimum of two lakh smart cards per month for advertisement.  

According to the DMRC, 70 per cent commuters travel using smart cards, the rest, primarily visitors are dependent on tokens. Nearly 16,000 smart cards are sold daily across the Delhi Metro network. The corporation officials said nearly 27 lakh commuters taking the rapid transit network daily.

Earlier in 2015, DMRC introduced smart in the shape shape with diameter of 30±0.2mm, thickness of 3±0.2mm and weight of 2.7±0.2gm.

The smart token provides printable space for advertisement at the centre with diameter of 25mm, which can be viewed from both sides of token.