In a bid to increase its revenues and overcome losses, the Mumbai Metropolitan Region Development Authority (MMRDA) has introduced a new advertising scheme for the mono-train network. This long-term endeavour has been instituted by Mumbai Monorail Operations and Control Limited (MMMOCL). It seeks to increase income from various sources.
Mumbai Metro To Enhance Mono Train Revenue
The plan is straightforward: advertisements will be placed internally as well as externally on mono trains. This scheme will incorporate approximately 9300 sq. metres of large area throughout 18 coaches of the Chembur to Sant Gadge Maharaj Chowk route. This circuit, with a length of 20 kilometres and 18 stations, will provide a large opportunity for advertisers. This advertising space will be provided through a contractual agreement, which will cover a period of five years.
At present, eight trains run through the length of this particular Mono line. Out of the eight tanks, six are in operation, one is operational-use only, and one is under repair. These trains operate at a frequency of 15 minutes and provide transport to about 18,000 passengers daily. The utilisation of the line has been high because of its popularity. The expenditure of running the line is much higher than the revenue from ticketing, which has been bleeding MMRDA financially.
Increased Number Of Trains
Besides the state’s new advertising campaign, MMMOCL is thinking of offering naming rights for the stations and other marketing of other empty ad locations in the stations.
The plans include increasing the number of trains on the Mono route by adding 10 more new trains. This expansion is set to increase passenger traffic, with daily numbers expected to reach between 150,000 and 200,000. The new advertising contracts will play a crucial role in recouping the ₹3025 crore capital cost invested in developing the monorail network.
By minimising reliance on external funding, the scheme aims at enhancing the economic sustainability of the system. The placing of advertisements on the exterior drains of mono is not only an additional income source but also an effective marketing tool. It will help bring profit to both sides: the operators of the trains and the advertisers.
MMMOCL plans to cope with the existing financial problems and achieve a stable financial position for the further development of the Mumbai Monorail network.
Cover Image Courtesy: Wikimedia Commons
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