Following in the footsteps of the Gurgaon Rapid Metro (GRM), Mumbai’s new Metro project has auctioned off station naming rights to interested brands. Times OOH, the outdoor agency responsible for advertising on the Metro, informed us that they are close to finalizing a deal for the first of the 12 stations on the line and we could see Mumbai’s first corporate-branded station by the end of this month. With this project, the Mumbai Metro becomes only the second public transport service in the country to offer this facility to corporates.
The naming rights for the 12 stations were sold via an e-auction process with interested parties then negotiating with Times OOH Media, the OOH agency responsible for the advertising on the Mumbai Metro. It has been learnt that around 40 brands had showed interest with the bid amount ranging between Rs 1.5 crore to Rs 6 crore per year. The rights are valid for five years and can then be further extended.
Under the station naming rights, brands will be allowed to add their name as a prefix before the name of the station. They will also be offered a creatively packaged set of 13 media properties. These include the main naming right for the station, branded route maps, indication signs, promotional and other material released in relation Mumbai Metro, etc. all featuring the name.
Even audio announcements on stations and in trains will have the branded station name. Apart from this, the brand will be allowed to hold promotional or experiential activities in a designated area at the station for 60 days in a year along with a designated “retail space” for commercial transaction at the station. Pre-designated areas at the station will be made available to the brand for creative use such as, re-painting in the brand’s colours, graffiti, etc. The automatic fare collection gates as well as digital screens on the station will also be made available for branding purposes.
Station rebranding is a successful model in other countries. In fact, reports state that the Gurgaon Rapid Metro expects about 10-15 per cent of its overall revenue to come from non-tariff avenues, with nearly half of this expected to be generated by selling naming rights. As of now, brands like Vodafone, Micromax, Airtel and Induslnd Bank have bought rights to stations on the GMR.