Delhi Metro Yellow Line to Feature Eye-Catching Dynamic Advertisements, ETInfra

The successful bidder will design, procure, install, manage, operate, maintain, market and sell advertising opportunities within the tunnel sections in collaboration with DMRC officialsLook outside the window! Your metro ride on the Delhi Metro Yellow Line will soon come with commercials as blank tunnel walls light up with vibrant moving visuals to boost revenue and capture commuters’ attention.

Delhi Metro Rail Corporation (DMRC) has floated a tender for advertising rights in selected tunnel sections of its Yellow Line (Samaypur Badli to Millennium City Centre, Gurgaon). The ads will be displayed as dynamic, moving video images on the tunnel walls.

“With thousands of commuters passing through these tunnels daily, this initiative offers brands a great opportunity to grab more attention and reach their target audience effectively,” said a DMRC official.

The Yellow Line, spanning 49 km with 37 stations and carrying the highest passenger traffic, offers a prime advertising opportunity with high visibility and repeated exposure to a captive audience. “By utilising the underground sections for ads, DMRC aims to enhance brand recall, facilitate targeted advertising and generate additional revenue,” said the official.

According to the tender, the ads will be displayed in the underground tunnel section between New Delhi and Malviya Nagar Metro stations (up and down line), covering 12 underground stations. These include New Delhi, Rajiv Chowk, Patel Chowk, Central Secretariat, Udyog Bhawan, Lok Kalyan Marg, Jor Bagh, Dilli Haat-INA, AIIMS, Green Park, Hauz Khas and Malviya Nagar.

The successful bidder will design, procure, install, manage, operate, maintain, market and sell advertising opportunities within the tunnel sections in collaboration with DMRC officials. “Following the successful completion of this tender, DMRC plans to lease out other metro tunnel sections on a similar model,” said the official.

With a 395-km network and 289 stations, including 71 underground stations spanning 106.1 km, DMRC is exploring innovative ways to generate revenue. Around 20% of DMRC’s revenue comes from non-ticketing activities, including advertisements, parking, shops, rental space income, station box area, fines and feeder service earnings.

DMRC is constructing three priority corridors as part of the Phase IV expansion: the RK Ashram Marg – Janakpuri West corridor (extension of the Magenta Line), the Aerocity-Tughlaqabad corridor (new Golden Line), and Majlis Park to Maujpur (extension of the Pink Line).

However, three more new corridors were approved last year as part of the Phase IV expansion: Lajpat Nagar to Saket G Block (extension of the Golden Line), Inderlok to Indraprastha (extension of the Green Line), and Rithala-Narela-Kundli (extension of the Red Line), whose construction is yet to start.

• Published On Aug 30, 2025 at 07:18 AM IST

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