3 min readNew DelhiMay 30, 2025 06:15 AM IST
First published on: May 30, 2025 at 06:15 AM IST
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.
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. 
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