Big Street to expand presence beyond Delhi, Mumbai

Aiming for a bigger share in the estimated Rs 1,800 crore Indian outdoor advertising segment, Reliance Broadcast Network's Big Street is aiming at strengthening its presence beyond metros to tap the upcoming properties and infrastructures across the country.

The company, which handles out-of-home advertising for various companies like Britannia, Hyundai and Panasonic among others, is eying upcoming properties like the Mumbai Metro and various multiplexes in Bangalore, Chennai and Hyderabad.

"We are going aggressive on expanding our presence beyond Delhi and Mumbai. Wherever our radio service (Big FM) is available like in Chennai, Bangalore, Chandigarh and Hyderabad, we want to tap those markets," Big Street Business Head Rabe T Iyer told PTI.

At present, Big Street has an annual sales of Rs 5.1 crore and is growing at the rate of 13%.
    
A major chunk of its current revenue comes from the Delhi Metro Rail. The company has also extended its contract for the account of the Line II of Delhi Metro Rail for another 5 years till 2016, through a recent tender by the DMRC.
    
"Delhi Metro Rail is a phenomenon. In terms of our business it is significant and strategic. Around two million people travel by metro everyday... So, several companies find it as a cost efficient way for various promotions," he said.
    
The firm plans to strengthen its presence beyond Delhi and Mumbai, and bring in more technologically advanced products and innovations like digi pods in various malls and multiplexes across the country.
    
"We definitely believe that upcoming malls and transit infrastructure projects are where our future growth will come from. Besides bringing more digital technologies like digi pods and more innovative ways to tap captive audiences in multiplexes and malls are our priorities," he said.
    
Digi pods are interactive digital devices which provide detailed information about the company or products to the customers.
    
The company has installed over 40 digi pods and plans to install around 1,000 more for marketing initiatives of several companies in a span of one year.
    
Big Street is the out-of-home division of Reliance ADA group's media and entertainment firm Reliance Broadcast Network (RBNL). RBNL has other divisions like Big FM, BIG CBS and Big Productions among others.
    
At present, around 6% of RBNL's total turnover comes from Big Street, while BIG FM contributes about 61% and production business 20%.