Bengaluru: Namma Metro to reintroduce pillar advertisements, boost revenue potential

Bengaluru's Namma Metro is set to resume advertising on metro pillars after a seven-year hiatus, following the recent amendments to the advertisement laws by the Greater Bangalore Authority (GBA). The Bangalore Metro Rail Corporation Ltd. (BMRCL) has issued tenders for displaying advertisements on selected metro pillars and portals, with the aim of generating an annual revenue of Rs 70-80 crore.

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The reintroduction of ads follows the Bruhat Bengaluru Mahanagara Palike’s (BBMP) 2018 ban on outdoor advertisements, intended to enhance city aesthetics. However, the GBA’s revision of the law has restored BMRCL’s ability to grant commercial advertising rights within its operational areas.

New advertising initiative

The new advertising initiative spans operational lines, including the Purple, Green, and Yellow Lines, as well as the under-construction Pink and Blue Lines. BMRCL expects to generate significant revenue from the Rs 65-crore tender, a marked increase from the Rs 8 crore it earned annually prior to the 2018 ban.

To further diversify its income, BMRCL has partnered with Signpost India in a nine-year deal to utilize over one lakh square feet of ad space across 67 metro stations, potentially yielding Rs 700 crore over the partnership period. The corporation also generates income through station naming rights, parking, and various services.

This strategy aligns with experts' recommendations to bolster non-ticket revenues, thereby mitigating the need for fare hikes while expanding Namma Metro's financial sustainability.