DMRC awards 10-year-long co-branding rights to Bank of Baroda on 3 metro stations – Here’s how these rights help brands

As per the official statement by BoB, the Delhi Metro awarded the naming rights to the bank for 10 years, beginning in 2024.

Notably, the rights enable entities to prefix or suffix their brand name to the metro station’s name. Further, the station walls could be painted with the brand’s colors as well.

How co-branding at metro stations help brands

In addition to the exclusive co-branding rights, BoB will also get a dedicated space for branding, display of products, and installation of an ATM/Digital Banking Unit (DBU)/ kiosk to serve customers, the statement added.

As per DMRC, co-branding enables the licensee to suffix or prefix any brand name with the name of the licensed metro station along with other rights as per the terms & conditions of the agreement.

The tenure of the license agreement is granted for 10 years with a lock-in period of 2 years after the expiry of the fitment period of 120 days. Further, all advertising/co-branding spaces at the selected metro station proposed by the licensee are subject to prior written approval from DMRC concerning operational feasibility, aesthetics, and safety & security concerns.

Notably, Delhi Metro is India’s largest and busiest metro rail system with daily ridership of more than 60 lakh, as per DMRC.

DMRC’s co-branding outreach

In 2023, DMRC announced its expansion plans to tender such rights at 165 stations across nine lines of the Delhi Metro.

Some of the metro stations that were made available for co-branding are New Delhi, Kashmere Gate, Nehru Place, Ashram, Vasant Vihar, Khan Market, Hauz Khas, Janpath, Dilli Haat, Greater Kailash and RK Puram. Over the years, DMRC has successfully awarded branding rights to over 40 stations across its network as of 2023.