Delhi Metro Rail Corporation’s ongoing pilot project to broadcast audio advertisements inside metro trains has not gone well with the commuters.
Do you also love to read, listen to music or just take a quick nap while travelling on long metro rail rides? Well, you might not be able to enjoy that anymore in the Delhi metro as you’ll be hearing some advertisements from time to time during your journey. If the idea feels annoying to you, you’re not alone. The decision of the Delhi Metro Rail Corporation (DMRC) to play audio ads within trains has faced widespread criticism, with a majority of commuters expressing concerns about potential disturbance.
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Earlier this month, the DMRC officially notified that it plans to roll out these audio ads initially on six trains along the Violet Line, covering the route from Kashmere Gate to Badarpur Border. The ads are scheduled to run for a year.
Despite the DMRC’s assurance that these ads would add a delightful and engaging dimension to the journey, passengers have largely doubted this claim.
Many frequent travellers view it as a move to generate revenue at the expense of passenger comfort, questioning the need for additional income sources like food outlets at metro stations.
Passengers also argue that the Delhi Metro is a vital space for commuters to find peace and quiet, especially after a hectic workday.
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People have argued that passengers, already paying for their tickets, should not be subjected to intrusive advertisements during their travel.
A person wrote, “The metro is where so many of us get some rest, reading, thinking done. Passengers DON’T WANT audio ads. Try muted video ads on the platforms instead, to make ad revenue.”
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According to the official statement from the DMRC, this new mode of advertising aims to coexist with essential service announcements strategically placed between them to enhance the overall metro experience.
“The advertisements shall be aired from the month of December 2023 initially for a period of one year. Based on the feedback received from this pilot project, this revenue-generating avenue may be expanded to other lines as well,” reads the statement.
It further says that audio-based marketing is a revenue model that has immense potential in the Delhi Metro since these advertisements will have immediate reach to lakhs of commuters who travel by Metro every day. Many other metro systems are also exploring this avenue for revenue generation. For example, Mumbai Metro (Line 1: Versova to Ghatkopar) is actively providing advertising opportunities to its partners.
