{"id":1345,"date":"2025-10-16T17:08:46","date_gmt":"2025-10-16T11:38:46","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1345"},"modified":"2026-04-06T04:05:49","modified_gmt":"2026-04-05T22:35:49","slug":"india-gate-basmati-rice-x-paytunes-delhi-metro-audio-success","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/india-gate-basmati-rice-x-paytunes-delhi-metro-audio-success\/","title":{"rendered":"India Gate Basmati Rice \u00d7 Paytunes: Delhi Metro Audio Success"},"content":{"rendered":"

How India Gate Basmati Rice Reached 3 Million Commuters with Paytunes\u2019 Delhi Metro Violet Line Audio Campaign<\/span><\/h1>\n

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\"India<\/p>\n

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Introduction<\/b><\/h2>\n

The KRBL Metro Audio Ad Campaign, executed in collaboration with Paytunes, marked a strategic high-impact activation on Delhi Metro\u2019s Violet Line. KRBL, with its flagship brand India Gate Basmati Rice, chose one of the busiest commuter corridors to reach urban families, professionals, and students. The Violet Line, which connects heritage hubs, markets, and residential clusters, provided access to a diverse and high-value audience.<\/span><\/p>\n

In a city where millions commute daily, India Gate Basmati Rice leveraged in-train audio announcements to deliver its message in a captive, distraction-free environment. This format ensured consistent exposure while aligning with KRBL\u2019s positioning as a trusted household staple.<\/span><\/p>\n

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Campaign Objectives<\/b><\/h2>\n

The key objectives of the campaign were:<\/span><\/p>\n

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  • Strengthen brand recall for India Gate Basmati Rice among daily commuters in Delhi-NCR.<\/span><\/li>\n
  • Target urban professionals, students, and homemakers traveling across high-density metro stretches.<\/span><\/li>\n
  • Deliver unskippable, guaranteed message plays in a clutter-free setting.<\/span><\/li>\n
  • Build everyday relevance by associating India Gate Basmati with commuters\u2019 daily travel routine.<\/span><\/li>\n<\/ul>\n

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    Campaign Execution<\/span><\/h3>\n

    Media Format<\/b><\/p>\n

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    • Medium: In-metro Audio Announcements<\/span><\/li>\n
    • Creative Duration: 20 seconds<\/span><\/li>\n
    • Slots Purchased: 500<\/span><\/li>\n
    • Slots Delivered: 542 (+8.4% value additions)<\/span><\/li>\n<\/ul>\n

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      Creative Approach<\/b><\/p>\n

      The campaign creatives were designed in a style familiar to commuters, mirroring the tone of regular metro announcements. This approach instantly captured attention while blending seamlessly with daily travel routines. The messaging highlighted India Gate Basmati Rice as the preferred choice for families, tying in everyday commuting monotony with the comfort of authentic meals made with quality rice.<\/span><\/p>\n

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      Routes & Target Stretches<\/b><\/p>\n


      \n<\/span> The campaign was executed across key stretches of the Violet Line, including:<\/span><\/p>\n

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      • Kailash Colony \u2013 Moolchand<\/span><\/li>\n
      • Lajpat Nagar \u2013 Jangpura<\/span><\/li>\n
      • Jangpura \u2013 Lajpat Nagar<\/span><\/li>\n<\/ul>\n

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        Campaign Duration<\/b><\/p>\n

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        • Planned Tenure: 20 days<\/span><\/li>\n
        • Actual Execution: 23 days<\/span><\/li>\n
        • Train Sets: 636 and 638<\/span><\/li>\n
        • Total Round Trips: 215 (112 on TS-636 + 103 on TS-638)<\/span><\/li>\n
        • Period: 25th March 2025 \u2013 16th April 2025<\/span><\/li>\n<\/ul>\n

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          On Train Set 636, ads ran across three sections (Kailash Colony \u2194 Moolchand, Jangpura \u2194 Lajpat Nagar, and Lajpat Nagar \u2194 Jangpura), resulting in 336 plays.<\/span>
          \n<\/span> On Train Set 638, ads ran across two sections (Jangpura \u2194 Lajpat Nagar and back), resulting in 206 plays.<\/span>
          \n<\/span> Together, the campaign delivered 542 ad plays against 500 purchased slots, achieving an 8.4% over-delivery.<\/span><\/p>\n

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          Performance & Delivery<\/b><\/h3>\n

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          \"India<\/p>\n

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          • Total Ads Delivered: 542 (vs. 500 committed)<\/span><\/li>\n
          • Value Additions: +42 extra ad plays (8.4% over-delivery)<\/span><\/li>\n
          • Completion Rate: 100% (captive in-train environment)<\/span><\/li>\n
          • Audience Mix: Urban families, homemakers, professionals, and students<\/span><\/li>\n<\/ul>\n

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            Estimated Ridership \u2013 23 Days<\/b><\/p>\n

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            • The Delhi Metro Violet Line carried around 3 million riders during the campaign period.\u00a0<\/span><\/li>\n
            • For the Jangpura – Kailash Colony corridor, the estimated ridership is around 70,000 on weekdays, a little over 100,000 on weekends, and approximately 130,000 on festive days.<\/span><\/li>\n
            • The weekday ridership figure of 70,000 per day represents the combined total of passengers from Jangpura, Lajpat Nagar, Moolchand, and Kailash Colony stations.<\/span><\/li>\n
            • The weekend ridership figure of a little over 100,000 represents the combined total of passengers traveling through Jangpura, Lajpat Nagar, Moolchand, and Kailash Colony stations, reflecting higher leisure and shopping traffic across these key stretches.<\/span><\/li>\n
            • Stretches such as Lajpat Nagar \u2194 Jangpura, which serve both residential and commercial areas, saw high footfalls, ensuring the campaign reached its core audience consistently across 23 days.<\/span><\/li>\n<\/ul>\n

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              India Gate Basmati Rice Audio Ad Execution in Delhi Metro<\/h3>\n

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