{"id":1349,"date":"2025-10-17T16:42:34","date_gmt":"2025-10-17T11:12:34","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1349"},"modified":"2026-04-06T04:05:09","modified_gmt":"2026-04-05T22:35:09","slug":"center-fruit-delhi-metro-audio-campaign","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/center-fruit-delhi-metro-audio-campaign\/","title":{"rendered":"Center Fruit \u00d7 Paytunes: Delhi Metro Violet Line Audio Campaign"},"content":{"rendered":"

How Center Fruit Engaged 9.15 Million Commuters with Paytunes\u2019 Delhi Metro Violet Line Audio Ads<\/b><\/h1>\n

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\"Center<\/p>\n

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

The Center Fruit Metro Audio Ad Campaign, executed in collaboration with Paytunes, delivered a distinctive brand activation on Delhi Metro\u2019s Violet Line. Center Fruit selected one of Delhi\u2019s busiest commuter corridors to engage a broad mix of students, professionals, and urban shoppers. The Violet Line, connecting prominent city landmarks and bustling residential areas, provided the Center Fruit brand exposure to a dynamic and high-value audience.<\/span><\/p>\n

With millions relying on the Metro daily, Center Fruit employed captivating in-train audio announcements, leveraging an environment where engagement is high and distractions are minimal. The format reinforced Center Fruit\u2019s playful brand identity, delivering the message precisely when commuters are most receptive to brand cues.<\/span><\/p>\n

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

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The campaign\u2019s primary objectives included:<\/span><\/p>\n

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  • Amplifying brand visibility among Delhi-NCR\u2019s daily metro commuters.<\/span><\/li>\n
  • Engaging students and professionals traversing high-footfall stretches of the Violet Line.<\/span><\/li>\n
  • Ensuring guaranteed message delivery via unskippable audio ads in a captive setting.<\/span><\/li>\n
  • Reinforcing Center Fruit\u2019s playful and vibrant positioning by integrating seamlessly into daily commuter routines.<\/span><\/li>\n<\/ul>\n

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

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

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    • Medium: In-metro Audio Announcements.<\/span><\/li>\n
    • Creative Duration: 20 seconds each.<\/span><\/li>\n
    • Slots Purchased: 300 slots.<\/span><\/li>\n
    • Slots Delivered: 336 (+12% value additions).<\/span><\/li>\n<\/ul>\n

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      Creative Approach<\/b><\/h3>\n

      The creative assets for Center Fruit mimicked authentic metro announcements, blending naturally into the familiar travel environment. The messaging invited travelers to inject a burst of fun into their routine journeys, echoing Center Fruit\u2019s brand promise of instant cheerfulness. This blend of daily routine and delight created memorable touchpoints for commuters, especially during peak travel hours.<\/span><\/p>\n

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      Routes & Target Stretches<\/b><\/h3>\n

      The campaign was activated across 6 vital stretches on the Violet Line:<\/span><\/p>\n

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      • Central Secretariat \u2013 Khan Market<\/span><\/li>\n
      • Jangpura \u2013 Lajpat Nagar<\/span><\/li>\n
      • Govindpuri \u2013 Harkesh Nagar Okhla<\/span><\/li>\n
      • Tughlakabad \u2013 Mohan Estate<\/span><\/li>\n
      • Kailash Colony \u2013 Moolchand<\/span><\/li>\n
      • Lajpat Nagar \u2013 Jangpura<\/span><\/li>\n<\/ul>\n

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        Campaign Duration<\/b><\/h3>\n
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        • Planned Tenure: 10 days<\/span><\/li>\n
        • Actual Execution: 14 days<\/span><\/li>\n
        • Train Set Covered: TS-636<\/span><\/li>\n
        • Total Round Trips: 56 (6 ads per round trip)<\/span><\/li>\n<\/ul>\n

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          Between 5th February and 18th February 2025, Center Fruit audio ads were broadcast to Violet Line commuters, specifically on the Kashmere Gate to Raja Nahar Singh corridor (Line 6), covering both directions. On Train Set 636, each round trip delivered ad plays on six distinct segments, resulting in robust coverage of key locations.<\/span><\/p>\n

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

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          \"Center<\/p>\n

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          • Total Ads Delivered: 336 (vs. 300 committed)<\/span><\/li>\n
          • Value Additions: +12% extra free plays<\/span><\/li>\n
          • Completion Rate: 100% (captive in-train environment)<\/span><\/li>\n
          • Daily Frequency: Multiple exposures per trip fostered brand recall<\/span><\/li>\n
          • Audience Mix: Students, professionals, shoppers, and leisure passengers<\/span><\/li>\n<\/ul>\n

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            Estimated Ridership Overview<\/b><\/p>\n

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            • The campaign reached an overall ridership of approximately 9.15 million over 14 days across key stretches of the Delhi Metro Violet Line.<\/span><\/li>\n<\/ul>\n

              Central Secretariat \u2013 Khan Market<\/b><\/p>\n

                \n
              • Weekday ridership ranged from approximately 110,000 to 130,000 passengers.<\/span><\/li>\n
              • Weekend ridership rose to around 130,000 to 160,000 passengers.<\/span><\/li>\n
              • During festive periods, ridership peaked at approximately 160,000 to 190,000 passengers.<\/span><\/li>\n<\/ul>\n

                Jangpura \u2013 Lajpat Nagar<\/b><\/p>\n

                  \n
                • Weekday ridership ranged from approximately 90,000 to 115,000 passengers.<\/span><\/li>\n
                • Weekend ridership increased to around 110,000 to 140,000 passengers.<\/span><\/li>\n
                • During festive periods, ridership peaked at approximately 130,000 to 160,000 passengers.<\/span><\/li>\n<\/ul>\n

                  Govindpuri \u2013 Harkesh Nagar Okhla<\/b><\/p>\n

                    \n
                  • Weekday ridership ranged from approximately 85,000 to 105,000 passengers.<\/span><\/li>\n
                  • Weekend ridership rose to around 100,000 to 125,000 passengers.<\/span><\/li>\n
                  • During festive periods, ridership peaked at approximately 120,000 to 150,000 passengers.<\/span><\/li>\n<\/ul>\n

                    Tughlakabad \u2013 Mohan Estate<\/b><\/p>\n

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                    • Weekday ridership ranged from approximately 70,000 to 90,000 passengers.<\/span><\/li>\n
                    • Weekend ridership increased to around 85,000 to 110,000 passengers.<\/span><\/li>\n
                    • During festive periods, ridership peaked at approximately 100,000 to 130,000 passengers.<\/span><\/li>\n<\/ul>\n

                      Kailash Colony \u2013 Moolchand<\/b><\/p>\n

                        \n
                      • Weekday ridership ranged from approximately 75,000 to 95,000 passengers.<\/span><\/li>\n
                      • Weekend ridership rose to around 90,000 to 120,000 passengers.<\/span><\/li>\n
                      • During festive periods, ridership peaked at approximately 110,000 to 140,000 passengers.<\/span><\/li>\n<\/ul>\n

                        Lajpat Nagar \u2013 Jangpura<\/b><\/p>\n

                          \n
                        • Weekday ridership ranged from approximately 95,000 to 120,000 passengers.<\/span><\/li>\n
                        • Weekend ridership increased to around 115,000 to 145,000 passengers.<\/span><\/li>\n
                        • During festive periods, ridership peaked at approximately 140,000 to 170,000 passengers.<\/span><\/li>\n<\/ul>\n

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                          Center Fruit Audio Ad Execution in Delhi Metro<\/h3>\n

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