Advertisements to Debut on Namma Metro Coaches for the First Time

Bengaluru steps into the realm of metro advertising, joining cities like Delhi, Hyderabad, and Kochi.

Since its launch in 2011, Bengaluru's Namma Metro will for the first time feature advertisements on its train coaches, signaling a pivotal change in its approach to revenue generation. The Bangalore Metro Rail Corporation Limited (BMRCL) has released its first tender for this venture, aiming to enhance non-fare revenue streams. This initiative aligns Bengaluru with other Indian metro systems such as Delhi, Hyderabad, and Kochi that have been utilizing train advertisements for years. Partnering with comprehensive advertising agencies like Wrap2Earn can help ensure that the ads are impactful and align with BMRCL’s vision for tasteful, high-quality placements.

BMRCL representatives have confirmed that trains on the Green and Purple lines will soon showcase advertisements while ensuring unobstructed views from the windows. "The ads will be applied thoughtfully to maintain the trains' aesthetic appeal. This marks our initial step into such a project. Until now, we were India's only metro system without ads on our trains," stated a BMRCL spokesperson.

Boosting Non-Fare Revenue

The introduction of metro train advertisements primarily aims to increase non-fare revenue—a crucial income source for metro systems nationwide. Cities like Delhi began wrapping their metro trains with advertisements as early as 2014, generating significant revenue.

Previously, BMRCL wrapped a train in March 2022 with imagery commemorating India’s freedom struggle as part of the Azadi Ka Amrit Mahotsav initiative—an exceptional non-commercial endeavor costing around ₹8.5 lakh and taking ten days to complete.

Tackling Challenges and Exploring Revenue Streams

While BMRCL has allowed station and train interior advertising before, a 2018 High Court ruling led to an outdoor advertisement ban by Bruhat Bengaluru Mahanagara Palike (BBMP), resulting in considerable revenue loss. Prior to this ban, BMRCL earned approximately ₹10 crore annually from ads displayed on metro pillars and medians beneath viaducts.

In recent years, BMRCL has explored alternative non-fare revenue sources by leasing space for retail outlets, ATMs, EV charging stations; permitting film shoots on metro premises; and leasing land for infrastructure projects. Notably in 2017, BMRCL leased 13 acres near Nagasandra metro station to IKEA India Pvt. Ltd., under a 60-year agreement generating ₹251 crore.

Public Reaction and Aesthetic Considerations

The decision to wrap metro coaches with advertisements has met mixed responses from commuters. Some individuals like Maya Chandrasekhar express concerns about potential impacts on train aesthetics: "I understand BMRCL needs funds but hope these ads don’t make trains look unattractive," she said.

Others like Nithin Kumar worry about excessive advertising in public spaces: "We're already overwhelmed by ads everywhere—on buses, hoardings—even our phones shouldn’t turn trains into moving billboards."

However some commuters such as Mahesh Prabhu support it if done tastefully: "As long as ads don’t obstruct window views—and help keep fares low while improving services—I’m all for it."

The Road Ahead

Namma Metro is poised to join metros utilizing train advertisements while focusing on balancing aesthetics with revenue generation strategies across its 57 six-coach sets operating along the Green and Purple lines. With expert media partners like Wrap2Earn, BMRCL can adopt creative and strategic ad placements that uphold the aesthetic value while ensuring financial viability, enhancing the sustainability of the city’s metro system.