Advertisers find light in Delhi metro tunnels

Starting today, the dark tunnels on the underground Delhi metro will come to life with advertisements that appear to move with the train, reports Ruchi Hajela.

The next time you board a Delhi Metro, make sure to take the window seat. Starting today, the dark tunnels on the underground Delhi metro will come to life with advertisements that appear to move with the train. The Delhi Metro Rail Corporation has come together with a company called C2E Technology to develop advertising opportunities that were so far only limited to the insides of a metro rail. C2E Technology Labs has been authorised by a US-based company, Submedia, that holds patents for motion picture advertising, to deploy the technology across tunnels on the Delhi Metro route. The firm will use motion picture advertising along the existing 12 kilometre long tunnel space of the metro rail. C2E will install ‘light boxes’ made of steel placed alternatively with empty space in between and each box illuminated from the back. The company will paste pictures across the tunnel, in a sequence one after the other. “The result is an animated image to a moving audience,” A Rabindranath, C2E Technology Labs said.

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