How Center Fruit Engaged 9.15 Million Commuters with Paytunes’ Delhi Metro Violet Line Audio Ads

 

 

Introduction

The Center Fruit Metro Audio Ad Campaign, executed in collaboration with Paytunes, delivered a distinctive brand activation on Delhi Metro’s Violet Line. Center Fruit selected one of Delhi’s 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.

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’s playful brand identity, delivering the message precisely when commuters are most receptive to brand cues.

 

Campaign Objectives

 

The campaign’s primary objectives included:

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

 

Campaign Execution

Media Format

• Medium: In-metro Audio Announcements.
• Creative Duration: 20 seconds each.
• Slots Purchased: 300 slots.
• Slots Delivered: 336 (+12% value additions).

 

Creative Approach

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’s brand promise of instant cheerfulness. This blend of daily routine and delight created memorable touchpoints for commuters, especially during peak travel hours.

 

Routes & Target Stretches

The campaign was activated across 6 vital stretches on the Violet Line:

• Central Secretariat – Khan Market
• Jangpura – Lajpat Nagar
• Govindpuri – Harkesh Nagar Okhla
• Tughlakabad – Mohan Estate
• Kailash Colony – Moolchand
• Lajpat Nagar – Jangpura

 

Campaign Duration

• Planned Tenure: 10 days
• Actual Execution: 14 days
• Train Set Covered: TS-636
• Total Round Trips: 56 (6 ads per round trip)

 

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.

 

Performance & Delivery

 

 

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

 

Estimated Ridership Overview

• The campaign reached an overall ridership of approximately 9.15 million over 14 days across key stretches of the Delhi Metro Violet Line.

Central Secretariat – Khan Market

• Weekday ridership ranged from approximately 110,000 to 130,000 passengers.
• Weekend ridership rose to around 130,000 to 160,000 passengers.
• During festive periods, ridership peaked at approximately 160,000 to 190,000 passengers.

Jangpura – Lajpat Nagar

• Weekday ridership ranged from approximately 90,000 to 115,000 passengers.
• Weekend ridership increased to around 110,000 to 140,000 passengers.
• During festive periods, ridership peaked at approximately 130,000 to 160,000 passengers.

Govindpuri – Harkesh Nagar Okhla

• Weekday ridership ranged from approximately 85,000 to 105,000 passengers.
• Weekend ridership rose to around 100,000 to 125,000 passengers.
• During festive periods, ridership peaked at approximately 120,000 to 150,000 passengers.

Tughlakabad – Mohan Estate

• Weekday ridership ranged from approximately 70,000 to 90,000 passengers.
• Weekend ridership increased to around 85,000 to 110,000 passengers.
• During festive periods, ridership peaked at approximately 100,000 to 130,000 passengers.

Kailash Colony – Moolchand

• Weekday ridership ranged from approximately 75,000 to 95,000 passengers.
• Weekend ridership rose to around 90,000 to 120,000 passengers.
• During festive periods, ridership peaked at approximately 110,000 to 140,000 passengers.

Lajpat Nagar – Jangpura

• Weekday ridership ranged from approximately 95,000 to 120,000 passengers.
• Weekend ridership increased to around 115,000 to 145,000 passengers.
• During festive periods, ridership peaked at approximately 140,000 to 170,000 passengers.

 

Center Fruit Audio Ad Execution in Delhi Metro

 

 

Key Results

 

• Strong Brand Recall: By zeroing in on commuter hotspots, Center Fruit fostered top-of-mind status and memorable moments during daily rides
• Guaranteed Exposure: Unskippable ads ensured every play delivered the complete message
• Playful Disruption: The campaign punctuated routine travel with Center Fruit’s cheerful reminder, reinforcing brand association with fun and freshness

 

Key Takeaways

 

• Strategic Placement: Leveraging the Violet Line’s diverse commuter base connected Center Fruit with broad yet well-targeted audiences.
• High Engagement: The campaign tapped into prolonged commuter dwell times, maximizing listener attention and message retention.
• Audience Diversity: From busy commercial hubs to vibrant residential stretches, Center Fruit reached both aspirational and mass-market segments simultaneously.
• Visibility & Recall: Repeated exposures within high-traffic metro corridors heightened recognition and brand recall, elevating Center Fruit’s presence.

 

Audio Attention in the Real Attention Economy

In today’s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds—shorter than ever before. Brands not only need to capture attention but also sustain it long enough for their message to make a real impact.

 

The Problem: Fleeting Attention on Most Digital Platforms

• Banner and display ads on websites usually hold user focus for only 1.6–2.6 seconds before they are ignored or scrolled past.
• Short-form video ads and reels may capture attention for about 7–9 seconds on average before users swipe away or skip.
  This fleeting interaction leads to shallow engagement, weak brand recall, and limited emotional connection.

 

 

The Unique Edge of In-Train Metro Audio

In the Center Fruit campaign, only 20-second in-train audio announcements were deployed — no other media formats were used. This focused strategy ensured every brand message was unmissable, undistracted, and fully delivered to commuters.

The campaign achieved 336 ad plays against 300 purchased slots, marking a 12% value addition, and ran for 14 days across six busy stretches of the Delhi Metro Violet Line. Each announcement aired during 56 round trips, ensuring repeated exposure to students, professionals, and urban shoppers throughout their daily travel routines.

In a captive metro environment, every play reached listeners without the possibility of skipping, guaranteeing 100% completion and high message retention.

Other formats often struggle:

• Banner ads rarely stay in view long enough to reinforce a message, resulting in low recall.
• Short-form videos and reels might spark momentary attention but are quickly swiped away.

By contrast, in-train audio announcements engage commuters in real-life moments  when they are seated, standing, or simply moving between stations. The Center Fruit campaign turned these everyday journeys into cheerful, branded experiences, proving how metro audio advertising can consistently connect with audiences, ensuring strong recall, contextual relevance, and memorable brand moments at scale.

 

Conclusion

The Center Fruit campaign on Delhi Metro’s Violet Line, executed in partnership with Paytunes, demonstrated the remarkable impact of captive audio advertising in delivering both visibility and contextual relevance within public transit environments. Over 14 days, the campaign delivered 336 ad plays (12% beyond commitment) and reached an overall ridership of approximately 9.15 million across key stretches of the Violet Line, exceeding expectations and engaging a diverse cross-section of Delhi commuters.

For daily metro riders, the familiar rhythm of travel was transformed by Center Fruit’s cheerful audio cues, injecting moments of fun and freshness into routine journeys. By combining repeated exposure with a playful, vibrant message, the campaign reimagined the Delhi Metro, with Paytunes as a partner, as a powerful touchpoint for memorable, youth-focused brand engagement.

 

Also Read – KFC × Paytunes: Delhi Metro Violet Line Audio Campaign