Delhi Metro Update: Tender invited for indoor advertising rights inside FOBs connecting New Delhi railway station to New Delhi metro station

Delhi Metro Rail Corporation Ltd.(DMRC) has invited open e-tenders from eligible applicants, who fulfil qualification criteria for awarding exclusive indoor advertising rights inside Foot Over Bridge connecting New Delhi Railway station and New Delhi Metro station of Airport Express line.

  • Tender Reference Number: 122A0003/FOB/NDRU
  • Name of Work: Tender document for awarding exclusive indoor advertising rights inside Foot Over Bridge connecting New Delhi Railway station and New Delhi Metro station of Airport Express line.
  • EMD: INR 02 Lakh
  • Document Download / Sale Start Date: 27th September, 2022
  • Document Download / Sale End Date: 31st October, 2022
  • Pre-bid Meeting: 07th October, 2022
  • Bid Submission Start Date: 21st October, 2022
  • Bid Submission End Date: 31st October, 2022
  • Tender Opening Date: 01st November, 2022


  • To augment non-operational revenue of DMRC through advertisements.
  • Position Delhi Metro as one of the most sought after locations for advertising.
  • Contribute to the aesthetical view of the Delhi Metro through high quality advertising comparable to world class Airports & Metro Railways and other leading destinations.
  • Provide value to the Corporate who advertises in Delhi Metro.
  • To promote Delhi Metro as the gateway to Tourism in Delhi by highlighting Delhi’s heritage and cultural beauty.

Scope of Work:

  • The selected Bidder shall have the exclusive rights to design, procure/manufacture, install, manage, operate, maintain, market and sell advertising opportunities inside the FOB as detailed in annexure-1 of the RFP document subject to the terms and conditions specified in the License Agreement. The Licensee shall be responsible for the following activities.
  • The details of the minimum chargeable inventory/area at/inside FOB connecting New Delhi Railway Station and New Delhi Metro Station of Airport Express Line as per Annexure-I.
  • The Licensee shall have to clearly earmark, develop and maintain properly 5% of total advertisement spaces at FOB subject to minimum chargeable area of FOB as per Annexure-1 for carrying out DMRC’s campaigns, social activities, social messages by DMRC, in consonance with its extant CSR policy.
  • Cost for printing advertisements with regard to social marketing activities or social messages shall be borne by DMRC. This 5% space shall be over and above the tendered/minimum offered area at FOB. For example, if the minimum offered area is 100 sqm at FOB, licensee shall have to earmark 5 sqm area excluding 100 sqm offered/licensed area.
  • In case some of the advertising panels are left out / opted out by the licensee at the FOB, the same shall also be maintained by the Licensee and social messages / social activities / DMRC messages as desired by DMRC shall be put up by the contractor/Licensee on these advertising panels. Cost for printing advertisements with regard to social marketing activities or social  messages shall be borne by DMRC.
  • The advertiser/Licensee shall provide the advertisement as per their requirement, subsequent to the prior approval of DMRC, as stipulated.
  • This contract is for total inventory / prefabricated panels available at the FOB (if any), which may be more than the minimum offered/chargeable area inside FOB as per Annexure-1 or utilized by the licensee whichever is higher. Licensee shall be submitting a list of proposed inventory (consisting of minimum chargeable area offered as per Annexure-1 along with any  additional area that the licensee wishes to utilize during the tenure of the contract).
  • The minimum area available for advertisements inside FOB is approx. 150.37 sqm. The Licensee shall accordingly propose their advertisement plans for prior approval by DMRC. Any additional area, over & above the minimum chargeable area at FOB as per Annexure-1,  shall be charged on a pro rata basis at the applicable/prevailing rate of License Fee per sqm per month.
  • Notwithstanding the proposed inventory as per Annexure-1 as mentioned above, licensee may apply for any additional inventory in addition to proposed minimum chargeable  inventory as detailed in Annexure-1 as per their requirement as per terms & conditions of the contract agreement during the tenure of the contract, subject to availability or feasibility of area inside FOB.
  • The proposed inventory at the FOB shall be re-furbished by the licensee as per DMRC’s specifications at their own cost and shall be available for utilization by Licensee for commercial advertisements as per terms & conditions of the contract.
  • At no stage immediately after the fitment period of 75 days, any installed advertisement panels/ prefabricated panels even if more than proposed/approved inventory of the Licensee should be left blank or unattended and all panels should have advertisements / displays mounted on them and shall be maintained/updated properly by the Licensee. And, for the intervening time, when licensee is not fully utilizing the same, it shall not bear a barren, deserted & shabby look; and presents a pleasant & aesthetic view of the FOB.
  • If the licensee is not able to utilize installed advertisement panels / prefabricated panels, licensee shall display DMRC message(s) on vacant panels for which write up shall be provided by DMRC. However, advertisers shall be permitted to mention their contact details on the same.
  • However, if the licensee fails to update the unutilized inventory within 30 days of providing DMRC messages after the fitment period of 75 days, DMRC may provide the same & recover the cost from the licensee. A suitable penalty may also be applicable in case any panel is left blank after the fitment period.
  • However, the excess installed inventory in addition to proposed one available at the FOB (if any) is to be dismantled & disposed-off by the licensee at their own cost from DMRC premises within 75 days of handing over of the FOB, for which DMRC shall assist. DMRC shall not have any claim with regards to such disposal.
  • Preparation of an advertising plan at FOB which must clearly earmark exact locations and type of advertisement planned for each advertising site and other relevant details. DMRC shall consider the plan with respect to aesthetics, operational feasibility, safety and security concerns. If the part of plan is not approved by DMRC, Licensee is required to submit revised plan for approval. All further modification/revision in plans requires DMRC approval.
  • Designing of all advertising units/structures to complement FOB architecture for advertising sites.
  • Procurement, fabrication, installation & erection of advertising units. Advertisement inventory shall include spaces inside Foot Over Bridge (FOB) only and no advertisement shall be allowed on the outer side of the Foot Over Bridge. Static advertisement spaces inside FOB may include all possible spaces including staircases, escalators, purlin grids, upper portion of wall/beam, whereas digital/visual display advertisement by electronic media (without audio), projectors/holography or any other innovative advertisement media, etc, subsequent to the approval of DMRC, as stipulated.
  • Advertisement inventory shall include smart posters, QR codes/graphics, etc to advertise the e-commerce activities for generating  business opportunities through on-line or off-line shopping. Licensee is expected to provide a certain display area for e-commerce at FOB. The minimum chargeable area at FOB shall be as per Annexure-1.
  • The minimum area available for static/digital advertisements inside FOB shall be approx. 150.37 sqm. Licensee shall accordingly prepare the plan for approval of DMRC. The area of jurisdiction at FOB shall be decided by DMRC and in case of any dispute regarding the area of jurisdiction of FOB, the decision of DMRC shall be final and binding.
  • Appoint an architect to interact with nodal DMRC representatives to bring clarity in understanding of spaces, to coordinate and implement decisions taken.
  • Operate, manage and maintain the entire advertisement plans.
  • Management of sales & marketing of the advertising within FOB including providing adequate professionally trained manpower.
  • Design of themes depicting Delhi culture and its natural beauty and Delhi tourism for display at the advertising sites as per the tender conditions.
  • Promote DMRC amongst India’s top three Destination Brands for Advertising.
  • Create new innovative advertising opportunities inside FOB including Experiential Marketing, advertisements by visual aids, smart posters for use, e-commerce for on-line or off-line shopping purposes, etc.
  • Obtain all approvals, permits, etc. from all competent authorities including different tiers of government, statutory, local, Civic Authorities, etc. at their own cost.
  • Comply with all statutory requirements in connection with License Agreement.
  • Ensure regular and timely payments of all amounts due to DMRC and discharge all obligations as per License Agreement.
  • All applicable taxes including Municipal/Advertisement Taxes, GST and all other statutory dues where applicable shall be borne solely by the licensee without any contest.
  • At present, DMRC is not liable to share its revenue generated from advertisements for inside spaces with local bodies including MCD, etc. However, if DMRC becomes liable to share such revenue with local bodies from advertisements for inside spaces in future, then DMRC shall deposit the due share to local bodies out of its own funds. Licensee shall not be liable to part with any additional amount on this account.
  • All the advertisement sites and formats proposed by the licensee are subject to prior approval by DMRC with regard to operational feasibility, aesthetics, safety & security concerns. Licensee shall prepare the plans accordingly for approval of DMRC & shall properly maintain the panels with advertisement displays.
  • While planning for locations for installation of digital screens inside the FOB, passenger movement area/s and other environmental factors should be taken into consideration. For example- the incidence angle of sunlight that may cause reflection and thus affect content’s visibility to passengers.
  • All the short films/audio visuals brought for display on digital screens in the station are to be certified by the competent film censor board. However, audio advertisement is prohibited.
  • During major events like festivals, national, international games etc., licensee shall ensure that there shall not be breach of Intellectual property rights (IPR) or infringement of rights and should follow all advertisement guidelines issued by Ministry of Information and Broadcasting (I & B).


  • Bidders and/or their holding companies and / or other subsidiaries engaged in and conducting advertisement business and controlled by the same holding company should have a minimum annual average turnover of Rs. 0.27 Crores in last 3 (three) audited financial statements/years i.e. 2019-20, 2020-21 and 2021-22 duly certified by its statutory auditor/chartered accountant under his signature along with stamp. (i. e. gross aggregate turnover of Rs. 0.81 Crores in the last three financial years stated above).
  • Here, gross turnover shall mean turnover from all sectors of advertisement business only. The bidders shall upload the audited financial statements including profit and loss account for the above mentioned last three financial years, as applicable and stated above.
  • In case of JV/Consortium, the audited reports of each relevant member of JV/Consortium for the last 3 financial years shall be submitted. In case the audited balance sheet of the latest financial year is not yet available, then the bidder(s) is required to submit financial statements/reports for F.Y. 2018-19, 2019-20 and 2020-21 along with an affidavit and a certificate from the Statutory Auditor/chartered accountant duly certifying that the balance sheet for F.Y. 2021-22 has not been audited so far. The bidder has to participate for the area mentioned as per Annexure-I as per eligibility.
  • For the purpose of the above said eligibility criteria, turnover of the bidding entities including holding companies and or other group subsidiaries companies engaged in advertisement business and controlled by the same holding company, whether Indian or foreign would be considered.
  • If the bidder fulfills the eligibility criteria on account of the holding company or subsidiary company and not on its own capability, the bidder has to submit an additional Interest Free Security Deposit equivalent to 6 months of licence fee in the form of Bank Guarantee/Demand Draft/RTGS/NEFT/IMPS. This will be in addition to the regular Interest Free Security Deposit required as per contract conditions.
  • In all such cases where the bidder submits the financials of its holding or other group subsidiary company for the purpose of evaluation of eligibility, the concerned holding company and/or subsidiary company shall also submit a letter of consent/undertaking for such submission of financial data for evaluation purpose and acceptance of terms and conditions of the bid document as per the prescribed format (Annexure 12(A) attached).
  • Bidders who opt to include and submit the turnover of its controlling company and or other group subsidiaries companies, controlled by the same holding company and which are also engaged in advertisement business for the purpose of evaluation of eligibility, they shall also submit explicit documentary evidence of controlling interest between the holding companies and its other group subsidiary companies engaged in advertisement business whose financials are submitted.
  • The bidder must be an Indian entity, however the holding company or its group subsidiary company engaged in advertisement business and whose finances are included for evaluation of eligibility may be incorporated overseas.

Tender document can only be obtained after registration of tenderer on the website

Source: DMRC -Tender | Image Credit (representational): DMRC