Namma Metro has awarded a concession contract to Hyderabad-based Leadspace to design, develop, operate and maintain advertisement panels on piers and portals across its network. The contract, awarded on June 24, was for Rs 83.78 crore, equivalent to Rs 837.8 million (mn). Leadspace specialises in outdoor advertising and will be responsible for the installation and upkeep of panels across stations and elevated structures.

The decision followed the state government notification of the advertisement bylaws 2024, which lifted a seven-year ban on hoardings. BMRCL had expected revenue of Rs 65 crore per year, with a five per cent compound annual growth rate increase; the expectation was therefore about Rs 650 mn in the first year. Officials framed the move as part of efforts to monetise metro assets and diversify non-fare revenue streams.

As much as 369,640 square feet of advertising space across 8,755 boards will be available across the metro network, including 2,194 boards on the Purple Line, 1,613 on the Green Line, 1,220 on the Yellow Line, 768 on the elevated Pink Line and 2,960 on the Blue Line. The inventory will span piers and portals and is intended to provide consistent exposure across peak and off-peak commuter flows. Operators will manage site allocation, content scheduling and maintenance under the concession terms.

The concession grants Leadspace the rights to develop the inventory and to operate advertising on the identified structures for the term specified in the contract. The arrangement is expected to standardise advertising format and maintenance practices across lines while generating a new revenue stream for BMRCL. Implementation timelines and detailed roll-out plans fall within the operational scope agreed between the parties.