BMRCL rolls out ad-wrapped Namma Metro trains to boost non-fare revenue

The Hindu

10-06-2025

In a move to ramp up its non-fare earnings, the Bangalore Metro Rail Corporation Limited (BMRCL) has rolled out advertisement-wrapped trains on both the Purple and Green lines of Namma Metro. The initiative, which began on June 9, marks the first time in the 13-year history of Namma Metro that full-body train advertisements have been introduced.
BMRCL has entered into two separate seven-year agreements with advertising firms for this initiative. Mudra Ventures has secured exclusive rights for the Purple Line while Lokesh Outdoor has been granted the same for the Green Line. The contract values are ₹1.26 crore and ₹81.49 lakh, respectively. Letters of Acceptance (LoA) for both companies were issued on January 29.
According to senior officials at BMRCL, the contracts include permission for full exterior train wrapping and internal advertising. 'We expect to generate at least ₹25 crore per year from these contracts,' said a senior BMRCL official.
The move comes shortly after BMRCL increased metro fares by up to 71%, a decision that drew public criticism.
BMRCL wraps trains with ads for the first time in 13 years to boost non-fare revenue. Aiming ₹25 Cr/year from Purple & Green Line deals. @THBengaluru@the_hindu#NammaMetro#Bengaluru#BMRCL#MetroAdspic.twitter.com/Q4OgS7mQ6C — Darshan Devaiah B P (@DarshanDevaiahB) June 10, 2025
BMRCL sheds ad-wrap fears after trials
This is a significant shift in policy for BMRCL, which until recently was hesitant to allow wrapping trains with advertisements. Officials had previously cited concerns that such wraps might damage the exterior surfaces of the trains. However, trial runs on two trains helped alleviate those fears.
'We conducted successful trials to ensure that the vinyl wraps do not damage the train surface. The applications will be done with care, ensuring that the aesthetic value of the coaches is maintained,' the official added.
The only prior instance of a train being fully wrapped by BMRCL was not for commercial purpose. In March 2022, as part of the government of India's 'Azadi Ka Amrit Mahotsav' campaign, one train was wrapped with visuals and slogans celebrating India's freedom struggle. That project cost around ₹8.5 lakh and took 10 days to complete.
Currently, BMRCL operates 57 six-coach trains across its Purple and Green lines. While this is the first time the corporation is wrapping trains for commercial purposes, metro trains in Delhi, Hyderabad, and Kochi have long adopted this practice. Delhi Metro, for instance, began wrapping its trains with advertisements in 2014.
Metro's other non-fare income
To enhance non-fare revenue has been a consistent part of BMRCL's strategy. Advertising within stations and coaches, renting out commercial space for outlets, ATMs, and parking, and granting permission for filming inside metro premises are just some of the revenue-generating initiatives the BMRCL has implemented over the years. BMRCL has also introduced promotional kiosks, electric vehicle charging stations, and leasing of space for telecom infrastructure, such as towers and optical fibre cables.
One of BMRCL's most notable deals was with IKEA India Private Limited. It leased 13 acres near Nagasandra metro station to the retailer under a 60-year agreement signed in 2017. This single transaction netted the corporation ₹251 crore.
Mixed commuter reactions
The decision to use metro coaches for advertising has evoked a range of responses from commuters.
Shreya Natarajan, a daily user of the Green Line and resident of Jalahalli, expressed concern over the aesthetic compromise. 'I remember reading that the windows wouldn't be covered. But they have gone ahead and done it now. The whole look of the trains is ruined. I know they need funds, but this feels excessive. We are surrounded by ads everywhere: buses, hoardings, even on our phones. Must the metro become a moving billboard too?'
On the other hand, some passengers see the move as a necessary financial strategy.
'If the advertisement revenue helps in keeping ticket prices down and improves services, then I support it. But after the recent 71% fare hike, BMRCL must now consider reducing fares, or at least stop raising them,' said Mohan R., a commuter on the Purple Line and resident of Vijayanagar.
BMTC also banks on ads for revenue boost
Since January this year, the Bengaluru Metropolitan Transport Corporation (BMTC) has begun fully wrapping its fleet of 3,000 non-AC buses with advertisements, aiming to enhance its non-fare revenue. Previously, advertising was restricted to the rear panels of the buses.
This initiative follows a 15% fare hike implemented across all four State-run transport corporations in Karnataka. According to BMTC officials, the bus wrapping initiative is expected to bring in over ₹3 crore every month. With a total fleet of 6,158 buses, including 1,027 electric buses, the corporation anticipates a significant boost in revenue.
In the financial year 2023–24, BMTC earned ₹811 crore from non-traffic revenue sources, such as leasing out land, bus terminals, commercial stalls, office spaces, and parking lots. Revenue from rear-side bus advertisements also contributed to this sum.