Prestige Group Agreement with BMRCL for Co-branding of Bellandur Metro Station in Bengaluru to extend its reach and coverage to all urban areas across the whole nation. Prestige Group entered into a ₹115 crore agreement with BMRCL for the co-branding and naming rights of Bellandur Metro Station in Bengaluru to establish BMRCL as a public-private partnership in the latest urban project.
The 30-year-long deal is also considered one of the largest metro station branding contracts in the metropolis. Prestige Estates Projects Limited also controls the brand (or naming rights) and co-branding and shares rights to the exclusive naming and co-branding, with approximately 3,000 sq ft of space in the station.
This strategic initiative is a deliberate reflection of the infrastructure-led branding trend, where the leading corporates are aligning themselves with public transport centers in high-profile locations to maximize brand appeal. Bellandur is among the fastest-growing commercial and residential corridors in Bengaluru, with commercial and residential high-rises comprising some large IT parks, multinationals, and residential developments.
With thousands of commuters expected to use the metro daily once it is fully operational, the station offers better visibility and a way to build long term engagement with urban audiences than any other. For Prestige Group, this partnership makes its deeply seated local presence felt even more vividly as far as those in Bengaluru’s real estate market. The linkage of its brand to a key transit point not only increases brand recall but also shows the company’s commitment to the development of municipal infrastructure.
BMRCL says the deal is a sustainable revenue model beyond ticket sales. The construction of a station branding as a non-fare revenue incentive provides a strategic contribution to the development of infrastructure, operating efficiency, and passengers’ services. It relieves pressure on public spending while speeding up growth of the metro network. This deal marks a larger trend in financing infrastructure in Indian cities in creative partnerships between government entities and private businesses.
With metro expansion in Bengaluru's pipeline, collaborations of this nature are likely to set new precedents in transit-based development and branding. The Bellandur Metro Station co-branding agreement is an excellent illustration for future crossroads between infrastructure and enterprise that drives the urban mobility in India.
