Bengaluru's public transport corporation, BMTC, is set to introduce advertisements on bus tickets as part of its strategy to boost non-fare revenue. The corporation has floated a tender seeking an agency to manage advertising rights for its entire fleet. The selected agency will provide advertising content, which BMTC will print on the back of thermal paper rolls used in electronic ticketing machines (ETMs).
How the Advertisement System Will Work
The actual printing of advertisements will be carried out by BMTC's authorised ETM roll supplier in advance. However, the selected licensee will have to bear and pay the printing costs separately. This initiative follows BMTC's earlier move to wrap city buses with branded content, which has been met with mixed reactions.
Market Potential and Revenue Expectations
Sources indicate that a similar tender by the North Western Karnataka Road Transport Corporation (NWKRTC) failed to attract interest. However, a BMTC spokesperson expressed optimism, stating, "Unlike north-west Karnataka, the potential is significantly higher in the Bengaluru market. We expect good interest as Bengaluru is an important city." The move is expected to generate substantial revenue for the corporation, which currently operates an active fleet of 6,959 buses and ferries 45 lakh passengers daily, issuing an equivalent number of tickets. According to officials, approximately 6 lakh thermal paper rolls are consumed annually for ticket distribution, with each roll printing 3,750 tickets, highlighting the vast advertising market.
Commuters' Perspective
Regular commuters have welcomed the idea of ads on tickets compared to full-body bus advertisements. Rahul S, a member of the commuter group Friends of BMTC, noted, "The full-body advertisements are causing significant hindrance for commuters and are causing visibility issues as well. Sometimes when it’s not stuck properly, those inside the bus struggle to find out where they are as the windows won’t be fully visible."
This initiative is part of BMTC's broader efforts to diversify revenue streams without burdening passengers with fare hikes.
