Ad-wrapped tokens being introduced in Mumbai & Delhi

Recently I came across a tweet with images showcasing Paytm’s cool micro ads on Mumbai Metro’s tokens. Here are the images for your viewing pleasure:

Paytm ad – photo: Daku, used under Creative Commons License (By 2.0)

Looking at that, now the DMRC has also released a Request for Proposal (RFP) for displaying micro advertisements on their tokens. The RFP states that “The Delhi Metro Smart Token is round in shape with diameter of 30±0.2 mm, thickness of 3±0.2 mm and weight of 2.7±0.2 gm. The Smart Token provides printable space for advertisement at the centre with diameter of 25mm which can be viewed from both sides of token. This printable space shall be licensed to selected bidder for advertisement of its creative/artwork“.

This is an excellent move as it allows them to augment revenue by tapping roughly 8 lakh commuters who use these circular tokens on a daily basis. On an average a token is circulated in three different hands within a day, so it provides “repetitive visibility” to different travelers on different sections of the network.

– TMRG