AU Small Finance Bank Takes Naming Rights To Mumbai's Bandra Colony Metro
AU Small Finance Bank has secured exclusive three-year naming and station-wide branding rights for Bandra Colony station on Mumbai Metro 3's Aqua Line. The station now carries the name AU Bank Bandra Colony. The deal was done through Times Innovative Media Limited (TIML).
- Brand: AU Small Finance Bank
- Station: Bandra Colony, Mumbai Metro 3 Aqua Line
- Term: Three years
- Media partner: Times Innovative Media Limited
Why AU Small Finance Bank Chose Bandra Colony
The station is in Bandra East, close to Bandra Kurla Complex, one of Mumbai's main business districts. It also sits next to the bank's upcoming head office, linking its corporate base, the business district around it and a metro line used by employees, customers, partners and commuters.
Mumbai is a priority market in the bank's expansion plans, as the home of many banks, corporates, financial institutions and regulators. AU Small Finance Bank has 54 physical touchpoints in the city.
Where The Brand Appears
The branding covers entry and exit naming signs, digital station-name displays, route maps and roundels, ticketing areas, AFC gates, escalators, concourses, platform screen doors and advertising units. The AU Bank Bandra Colony name also appears on in-train route maps and station indicators. The bank is using the space to promote its personal loans and credit cards at relevant passenger touchpoints.
The Scale Of The Aqua Line
According to Mumbai Metro Rail Corporation, the Aqua Line recorded more than 7 crore passenger journeys in its first year of full-route operations between Aarey JVLR and Cuffe Parade. The corridor connects several of Mumbai's commercial, financial and residential hubs.
The Context
The station deal sits alongside the bank's sponsorship of Kaun Banega Crorepati, which has given it national television reach. A station name works differently: it is repeated daily by commuters, announced on trains and printed on maps for years. Transit naming rights have become a steady category for Indian brands, from the Ai+ Nova smartphone at Delhi's Rajouri Garden metro station to Asian Footwears at New Delhi railway station.
More about the bank is on AU Small Finance Bank's website. The value of the deal was not disclosed.
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