With the first batch under the Delhi Metro Rail Corporation’s (DMRC) plan of semi-renaming metro stations completed, the public transporter has now chalked out a second phase in which several stations located only in the National Capital Region will be put up for branding.
The move, which according to the DMRC was the “need of the hour” in the absence of any fare revision, seems to have received a mixed response in the market.
Out of the nine stations that were opened for bidding, it did not get any bids for two stations — Botanical Garden and IFFCO Chowk. The two stations will now be put up for bidding along with others in the next phase.
According to the DMRC, this method of revenue generation is not permissible in Delhi which is why no station in the city except those in the Airport Express Metro Line (AEML) has been semi-renamed. “We can only open bids for metro stations in NCR as Delhi’s policy does not allow DMRC to change names of stations for branding or simply put, revenue generation. But, there is no such restriction in the policies under Uttar Pradesh and Haryana governments,” said an official.
So far, five stations in NCR and one from Delhi have already been re-named. For example, MG Road station in the Yellow Line will be rechristened as Syska LED MG Road, Guru Dronacharya has been changed to Indigo Guru Dronacharya, Vaishali to Dainik Jagran Vaishali station.
While the DMRC has issued Letter of Approval (LoA) for the remaining two stations – Sikanderpur and HUDA City Centre – the advertising agencies are yet to finalize the companies that would be put up. Sources said the DMRC earns over Rs 2 crore per annum per station under this branding model.
In Delhi, Shivaji Stadium station on the Airport Express Metro Line (AEML) has been semi-renamed as ONGC Shivaji Stadium.
For the next phase of bidding, the DMRC has chalked out a list of stations where five will be from the Violet Line (ITO-Escorts Mujesar), four from the Blue Line (Dwarka Sector 21- Wave City Centre Noida) and one from the Yellow Line (HUDA City Centre-Samayur Badli).
Some of the stations which will be opened for bidding in the next phase are Mewla Maharajpur, Neelam Chowk Ajronda, Badkhal Mor, Noida ector 15-16 and so on.
The contract will give the private firm marketing rights for the next 10 years and also 500 square metre of advertisement space within the station.