The plain-looking subways in Lutyens' Delhi are all set to grab eyeballs, with the New Delhi Municipal Council (NDMC) deciding to give them an advertisement boost. In a first, the civic body will allot subways for advertisement panels on a contract basis. Besides generating revenue, the move is aimed at subways' maintenance and increase in security.
The council has already issued the tender, inviting companies to advertise at its five subways — KG Marg, Sansad Marg, Barakhamba Road, Baba Kharag Singh Marg, and Super Bazar. In all, the civic body has 15 subways under it.
"This is the first time we will be co-branding our subways with private companies. This will help generate revenue while the company that secures the contract will be responsible for maintaining the place and ensuring security," a senior official said.
In addition to commercials, social messages will also be displayed both on the outside and on inner panels, the official said.
Welcoming the move, Anubhuti Jha, who works at Scindia House, said: "While the subways are well-lit and have security guards, women avoid using them late in the evening. If there is more security, it will certainly encourage more people to use the subways rather than waiting to cross the four-lane busy road."
Earlier in 2013-14, in an attempt to keep the subways around Janpath and Connaught Place lively, the civic body had allotted space for cafeterias and kiosks. The plan was, however, rolled back after it failed to take off as expected.
"The earlier scheme to allow private concessionaires to open cafes in subways did not work out, as there are already a number of eateries and coffee shops around Connaught Place," the official said.
Meanwhile, the civic body's plan to decorate subways with paintings of yoga asanas and concepts related to Indian heritage, conceived last year, is in full swing. The council has tied up with the Delhi Street Art for the project.
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