DMRC to introduce smart tokens to raise revenue

In a bid to generate more revenue, Delhi Metro Rail Corporation (DMRC) is all set to introduce “smart tokens”, a move aimed at augmenting income by tapping into the nearly 8 lakh-strong commuter base who use the circular coins on daily basis. This step will help the DMRC raise the non operational revenue stream of DMRC through advertisements. With this step, the DMRC can establish itself as one of the most sought after locations for advertisers.

While about 70 per cent commuters travel using smart cards as per Delhi Metro data, the rest, primarily visitors to the national Capital, are dependent on tokens. Nearly 16,000 smart cards are sold every day from stations across the network.

The smart token will provide printable space for advertisement at the centre with a diameter of 25mm which can be viewed from both sides. This printable space shall be licensed to the selected bidder for advertisement of its creative/artwork in accordance to the bidding process as per terms and conditions of this Request For Proposal (RFP) document.

DMRC is procuring 55 lakh smart tokens with the tentative supply of four lakh tokens per month. DMRC will provide these smart tokens for advertisement to the selected bidder as well as ensure the continuous supply of smart tokens as per passenger demand.

Explaining the move, DMRC officials said that on an average a token passes through three different hands in a day, thus providing “repetitive visibility” to different persons in different sections of the network.

“Moreover, tokens are mostly used by new travellers to Delhi. Hence, advertisement on tokens provide an attractive opportunity to the advertisers to grab eyeballs,” DMRC chief spokesman Anuj Dayal said. “There will be a slot of minimum 50,000 smart tokens for an artwork for advertisement in a batch,” he added.