How India Gate Basmati Rice Reached 3 Million Commuters with Paytunes’ Delhi Metro Violet Line Audio Campaign

 

 

Introduction

The KRBL Metro Audio Ad Campaign, executed in collaboration with Paytunes, marked a strategic high-impact activation on Delhi Metro’s 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.

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’s positioning as a trusted household staple.

 

Campaign Objectives

The key objectives of the campaign were:

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

 

Campaign Execution

Media Format

• Medium: In-metro Audio Announcements
• Creative Duration: 20 seconds
• Slots Purchased: 500
• Slots Delivered: 542 (+8.4% value additions)

 

Creative Approach

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.

 

Routes & Target Stretches

The campaign was executed across key stretches of the Violet Line, including:

• Kailash Colony – Moolchand
• Lajpat Nagar – Jangpura
• Jangpura – Lajpat Nagar

 

Campaign Duration

• Planned Tenure: 20 days
• Actual Execution: 23 days
• Train Sets: 636 and 638
• Total Round Trips: 215 (112 on TS-636 + 103 on TS-638)
• Period: 25th March 2025 – 16th April 2025

 

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

 

Performance & Delivery

 

 

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

 

Estimated Ridership – 23 Days

• The Delhi Metro Violet Line carried around 3 million riders during the campaign period. 
• 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.
• The weekday ridership figure of 70,000 per day represents the combined total of passengers from Jangpura, Lajpat Nagar, Moolchand, and Kailash Colony stations.
• 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.
• Stretches such as Lajpat Nagar ↔ Jangpura, which serve both residential and commercial areas, saw high footfalls, ensuring the campaign reached its core audience consistently across 23 days.

 

India Gate Basmati Rice Audio Ad Execution in Delhi Metro

 

 

Key Results

Enhanced Brand Recall
The campaign strengthened India Gate Basmati Rice’s visibility as a household staple by targeting everyday commuters in high-density stretches.

Guaranteed Delivery
With no skips possible, every commuter exposure was a complete delivery of KRBL’s brand message.

Everyday Relevance
By engaging people during daily routines, the campaign reinforced India Gate Basmati’s role in everyday family meals.

 

Key Takeaways

• Strategic Placement: Violet Line stretches ensured exposure to diverse audience groups across Delhi.
• High Engagement: Leveraged the captive dwell time of daily commuters.
• Audience Relevance: Targeted both aspirational professionals and family-focused homemakers.
• Brand Visibility: Repeated audio exposures translated into strong brand impressions.

 

Audio Attention in the Real Attention Economy

In today’s fast-paced digital landscape, grabbing and holding user attention has become one of the biggest challenges for brands. The average person scrolls through hundreds of posts and skips countless ads each day, leaving marketers with just a few fleeting seconds to make an impact.

 

The Problem: Fleeting Attention Across Digital Platforms

Banner and display ads on websites typically attract attention for only 1–3 seconds before being ignored or scrolled past.
Short-form videos and reels may hold viewers momentarily, about 7–9 seconds on average, before they swipe away.
This constant fragmentation results in weak brand recall and diluted messaging, making it difficult for brands to build meaningful engagement.

 

The Unique Edge of In-Train Metro Audio

In the KRBL India Gate Basmati Rice campaign, 20-second in-train audio announcements were deployed exclusively, with no other supporting media formats, to maximize focused, real-world engagement.

The campaign delivered 542 ad plays against 500 purchased slots, achieving an 8.4% value addition over a 23-day run on the Delhi Metro Violet Line. Each announcement aired across high-traffic stretches such as Lajpat Nagar ↔ Jangpura and Kailash Colony ↔ Moolchand, ensuring repeated exposure to a diverse audience of professionals, families, and students.

In a captive metro environment, every announcement reached listeners without the possibility of skipping or distraction, guaranteeing 100% completion and undivided attention.

 

Other formats often struggle:

• Banner ads are rarely viewed long enough to reinforce a message, leading to low recall.

• Short-form videos and reels may grab attention momentarily, but are quickly swiped away.

By contrast, in-train audio announcements engage commuters during everyday travel moments, when they are most receptive and attentive.
The KRBL campaign demonstrated how metro audio ads can effectively connect with audiences in their daily routines, delivering strong recall, contextual relevance, and consistent message delivery at scale.

 

Conclusion

The KRBL India Gate Basmati Rice campaign on the Delhi Metro Violet Line, executed in collaboration with Paytunes, successfully showcased the power of captive audio advertising. Over 23 days, the campaign delivered 542 ad plays (an 8.4% over-delivery) and reached a wide, diverse commuter base across Delhi.

During the campaign period, the Delhi Metro Violet Line carried around 3 million riders, ensuring extensive and repeated exposure of the brand message across key urban clusters. For daily metro riders, the familiar rhythm of announcements transformed into a trusted reminder of India Gate Basmati Rice, seamlessly blending routine travel moments with the warmth of family meals. This campaign proved how metro audio advertising, powered by Paytunes, is an impactful medium for household and lifestyle brands seeking real attention in everyday environments.

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