Ads on Delhi Metro through Reliance Anil Dirubhai Ambani Group''s BigStreet

Chennai: Another "big" media arm from the Reliance Anil Dirubhai Ambani Group. BigStreet is one more media division from the Reliance ADAG collection.

With its film production unit Adlabs, its radio initiative Big FM, its online entertainment portal Big Adda, its music and movie distribution business Big Music and Home Entertainment, and BigFlicks, its movie rental division, Reliance ADAG has now entered into out-of-home (OOH) advertising via its latest division BigStreet.

According to Jayyant Bhokare, vice-president, business development, Big FM, this division aims to offer clients a better marketing approach, for which BigStreet has acquired the advertising rights for all Delhi Metro Rail Stations.

The company plans to create even more advertising opportunities inside these stations over a period of time.

BigStreet plans to expand into at least 25 towns across India in what it terms as "the immediate future", and is keen to aggregate inventories in the first place. According to Bhokare, the company could buy out OOH adspaces from existing players, or even acquire billboards on long-term lease from them to build its inventories in its target markets.

The OOH advertising segment has recently seen the entry of a few organised players, with the bulk of the business still largely unorganised. According to Bhokare, the presence organised large players, such as Reliance BigStreet would add professionalism and transparency to the industry.

BigStreet has already landed Kotak Mahindra Old Mutual Life Insurance account for Delhi Metro Rail Station.