Asian Footwears Takes Naming Rights To Three New Delhi Railway Station Platforms
Asian Footwears has taken naming rights to Platforms 14, 15 and 16 at New Delhi Railway Station under a long-term partnership with Indian Railways. The three platforms will carry the brand's name, and its ambassador, MS Dhoni, fronts the branding across them.
- Brand: Asian Footwears
- Partner: Indian Railways
- Station: New Delhi Railway Station
- Platforms: 14, 15 and 16, renamed Asian Footwears Platform 14, 15 and 16
- Face of the branding: MS Dhoni, the brand's ambassador
- Formats: panels, billboards, vinyl wraps, backlit displays and experiential touchpoints
- Footfall claimed by the brand: more than 10 lakh passengers a day at the station
- Term: described as long-term; the fee has not been disclosed
What Asian Footwears Has Actually Bought
Not a billboard. A platform is how a passenger finds their train, so its name is the one piece of station media nobody can afford to ignore. It is read above the stairs, on the platform signage and across the gantry every traveller walks under, and it gets repeated aloud by everyone giving directions.
The supplied photograph shows what that looks like in practice: a red gantry across Platform 16 with Dhoni's face at the centre and shoes along the length of it. Chairman Rajinder Jindal framed the deal around presence in the daily journeys of commuters, and the placement delivers exactly that.
Why Footwear Suits A Railway Platform
Most brands that buy transit media are borrowing an audience. A footwear brand on a railway platform is also borrowing a context, because the product and the setting are about the same thing: walking, carrying luggage, standing, getting somewhere on foot. The fit is literal, and that is unusually rare in outdoor.
New Delhi also gives a mass-market brand something a city mall cannot. A mainline station's platforms serve travellers heading to and from towns across the region, so a placement in the capital reaches well beyond the capital.
Naming Rights Keep Moving Down The Network
Station naming rights have become a familiar outdoor buy on metro systems, where brands such as AI+ have put their names on stations. Platform-level naming at a mainline station is a finer cut of the same idea, and it lets Indian Railways sell the same building several times over.
The open question is measurement. A footfall figure describes the station, not the people who looked up. The brand's own site is at asianfootwears.com. More brands.
Advertisement
