AI-powered digital marketing: Cash-strapped DTC set to chalk out plan to minimise losses
Digital marketing tools, powered by artificial intelligence (AI), have been helping businesses — both startups and MNCs — scale up revenues. Now, even the Transport Department is chalking out a plan to use AI for turning cash-strapped Delhi Transport Corporation (DTC) profitable.
Maximising revenue, increasing visibility, engaging a larger audience, improving operations, and enhancing socio-economic impact — these are some of the key goals that will be part of the strategy, according to officials.
'In the last few years, it has been observed that DTC has been plunging into losses and the liabilities have also increased. For revenue generation, DTC is now taking several steps, especially by leasing out its available space in depots and buses for advertisement,' a senior official explained.
The DTC will implement the initiative, said officials, through an agency, for which it has invited Expression of Interest (EOI) from reputed organisations. The key objective of this project is to foster a transformative impact through innovative AI, and digital marketing strategies.
'Tenders will be processed in a month. After that, work will be awarded to the selected agency that posses expertise in digital marketing techniques, including but not limited to search engine optimisation (SEO), pay per click (PPC) advertising, social media marketing, email marketing, content marketing, LLM marketing and analytics…,' said the official.
Under this project, officials also said that they aim to implement digital solutions for revenue boost through digital ticketing, digital Ads, and brand collaborations for DTC.
Plans are also being drawn up to implement a comprehensive digital marketing strategy to improve visibility, and brand presence aligned with the target audience.
'To increase revenue, we have to increase DTC's presence through multiple marketing campaigns, ads across various online platforms, including OTT, and promotion of DTC services across digital e-commerce platforms… These initiatives will help boost community engagement and generate revenue,' said the official. A separate creative team will be engaged to run these brand campaigns and performances.
To scale up offline advertising, a total of 55,000 square feet of space across depots and terminals has been identified for advertisement, say officials.
In March, Chief Minister Rekha Gupta presented a report by the CAG (Comptroller and Auditor General), which underlined that DTC's liabilities rose by Rs 37,000 crore between 2015-16 and 2021-2022. (see box). The transport corporation is presently operating 39 depots round-the-clock in Delhi and one in Noida with 3,266 buses (1,895 electric and 1,371 CNG) in the fleet.
Depots are further divided into four regions — North, East, West and South. In addition, DTC has four corporate offices and 39 pass sections across Delhi.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Hans India
9 minutes ago
- Hans India
Solar power lights up Naravaripalle
Tirupati: Naravaripalle, the native village of Chief Minister N Chandrababu Naidu in Chandragiri mandal of the district, has no doubt transformed quietly into a showcase of his vision of ushering in clean energy across the state so much so that nearly every home there doubles up as a solar power unit. Around 1,600 of the 2,300 households in the village cluster have already installed rooftop solar panels, excluding homes with structural limitations. Thus, this village is now not just the centrepiece of the scheme in the Tirupati district, where a total of 2,094 homes have adopted solar, but also a compelling example of what all is possible when public awareness, political will, and administrative support converge. On the flip side, however, it reflects the administration's studied focus on the Chief Minister's native district even as the broader rollout across the State mirrors a less appealing, if not an appalling, story. Under the Union government's PM Surya Ghar Muft Bijli Yojana (PMSGMY), launched in February 2023, subsidies up to Rs.78,000 are offered for rooftop solar installations. The response of the public, except in designated pilot areas, has been lukewarm. In Chittoor district, for instance, close to 50,000 people have registered, 95 per cent of them from SC/ST communities; yet, only 268 installations have been done. Notably, 95 of these are from Nadimuru village in Kuppam mandal. In another pilot area inaugurated by the Chief Minister in January 2025, the initial traction has not gained momentum. Overall, people in Tirupati have shown strong interest, with over 63,500 applications, including nearly 60,000 from SC/ST communities, which have been assured that both state and central governments will fully cover their installation costs. Tenders for this phase are expected to be floated shortly. In contrast, the uptake among other social categories remains low. Key deterrents include the need for upfront payment, grey areas in the subsidy disbursement process, and lack of visible short-term benefits. Many of the consumers remain either partially or fully unaware of the procedures or are hesitant to invest in a scheme that they don't fully understand as yet. Officially speaking, applicants must navigate a multi-step process: register on the national portal, submit documentation (electricity bill, address, bank details), pay a registration fee, choose from approved vendors, and wait for DISCOM officials to install a smart meter. The subsidy is disbursed only after the completed project is photographed and uploaded. This process, which looks simple on paper, is proving cumbersome in practice, especially in rural and semi-urban areas. Officials from the Southern Power Distribution Company of Andhra Pradesh Limited (SPDCL) and New & Renewable Energy Development Corporation of Andhra Pradesh Ltd (NREDCAP) are now being urged to proactively address public concerns, raise awareness, and simplify the procedures. All told, in the absence of targeted outreach and trust-building efforts across all communities, the larger vision of statewide solar adoption leaves much to be desired.
Hans India
24 minutes ago
- Hans India
CM Chandrababu Naidu to distribute pensions in Konaseema today
Amaravati: Chief Minister N Chandrababu Naidu is scheduled to visit Konaseema district on Saturday. He will participate in the 'Serving the Poor' programme in Cheyyeru, Katrenikona mandal, Mummidivaram constituency. As part of this initiative, he will personally visit beneficiaries' homes to hand over pension amounts. Following this, he will attend a public meeting at the Prajavedika. With Sunday being the 1st day of the month, the government is distributing pensions a day earlier. For June, the government has already released Rs 2,717.90 crore for 63 lakh beneficiaries. In Ambedkar Konaseema district alone, 2,35,860 beneficiaries are set to receive Rs 101.16 crore in pension funds. New 'Spouse Pension' initiative launched: In a significant move, the coalition government has introduced a 'Spouse Pension' system to address delays faced by widows applying for pensions after their spouse's demise. Previously, beneficiaries would have to reapply, potentially losing out on one or two months of pension payments. Under this initiative, 71,000 individuals across the State will receive spouse pensions on June 12. The coalition government has also introduced a facility allowing beneficiaries to collect up to three months of pending pensions at once, a welcome change from the previous system where failing to collect one month's pension would result in forfeiture for the subsequent month. This month, 1,22,975 beneficiaries will receive a combined two months' pension, while 9,176 beneficiaries will receive three months' worth. The government has released Rs 111.41 crore for these combined payouts. The State government is diligently implementing one of India's largest welfare programmes. Approximately 64 lakh people receive pensions across various categories each month, with amounts ranging from Rs 4,000 to Rs 15,000, delivered directly to their homes. In total, the coalition government is expected to spend Rs 34,000 crore on pensions over a 12-month period. Chief Minister Chandrababu Naidu is personally participating in these pension distribution programmes, providing financial security to the poor.
Time of India
31 minutes ago
- Time of India
Vi loss narrows, gets approval to raise Rs 20,000 crore
Photo/Agencies NEW DELHI: Vodafone Idea on Friday reported a loss of Rs 7,166 crore for the fourth quarter of the last fiscal, against Rs 7,675 crore in the same period of 2023-24. The company's board also approved raising of Rs 20,000 crore to fund expansion. The company, reeling under a debt pile of over Rs 2 lakh crore, reported a revenue of Rs 11,014 crore in Q4 FY25 against Rs 10,609 crore in the same period of the previous fiscal. "Subject to the approval of shareholders' and / or other requisite regulatory, raising of funds in one or more tranches, either by way of FPO or private placement or through any other mode..., which may or may not be listed up to amount of Rs 20,000 crore," it said. Stay informed with the latest business news, updates on bank holidays and public holidays . AI Masterclass for Students. Upskill Young Ones Today!– Join Now
