Non-AC buses to be fully wrapped in ads to boost BMTC’s revenue

A bus with an advertisement in Bengaluru.
| Photo Credit: SUDHAKARA JAIN

The Bengaluru Metropolitan Transport Corporation (BMTC), which is facing financial challenges, has announced a new advertising policy to boost its revenue. Under the new initiative, the BMTC will allow full bus wrap advertisements on 3,000 non-AC buses. This marks a significant shift from its earlier practice of permitting advertisements only on the rear of the buses.

The BMTC has called for tenders, with interested parties invited to participate till December 7.

Officials expect this move to generate over ₹3 crore revenue per month.

“Each bus will feature approximately 350 square feet of advertising space, including areas like louver glass, and the driver’s back panel. However, window glass and passenger seat backs will remain excluded. Additional advertising opportunities will also be offered on handle grips and the backs of passenger seats,” a senior BMTC official said.

In compliance

To ensure compliance with regulations, the advertisements will adhere to the Outdoor Signage and Public Messaging Bye-laws of the Bruhat Bengaluru Mahanagara Palike (BBMP).

The BMTC officials have clarified that advertisements will not obstruct critical bus details, such as the BMTC logo, vehicle registration number, and depot particulars.

The BMTC plans to use eco-friendly materials for the advertisements. They will leave no stains or damage when removed. “The aesthetic appeal of the buses will be maintained at all times. In line with the government guidelines, all advertisements will feature Kannada text,” an official added.

After complaints from passengers about obstructed visibility, the BMTC removed stickers from the lower glass panels of 4,000 buses in 2018. Addressing similar concerns, the BMTC officials assured that the new advertisement wraps will use transparent materials, ensuring clear visibility for passengers inside the buses.

Non-traffic revenue streams

The cost of installing advertisements on a single bus ranges from ₹12,000 to ₹13,000. With 3,000 buses to get wrapped with advertisements, the BMTC anticipates significant additional revenue. In the financial year 2023-24, the BMTC earned ₹811 crore from non-traffic revenue streams, primarily through leasing out land, bus station spaces, stalls, offices, and parking areas. Advertisements on the rear of the buses also made a contribution.

In October, the Bangalore Metro Rail Corporation Limited (BMRCL) issued a tender to wrap train coaches with advertisements in a bid to generate non-fare revenue. Currently, one train has been wrapped, but not for commercial purposes. In March 2022, the BMRCL wrapped a train with images and slogans celebrating India’s freedom struggle as part of the “Azadi Ka Amrit Mahotsav” programme.

Published – December 03, 2024 09:46 pm IST

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