Maharashtra Maritime Board floats 19 advertising tenders across Mumbai’s waterfront, jetties and bridges

The Maharashtra Maritime Board (MMB), under the Government of Maharashtra’s Home Department (Ports and Transport), has issued 19 location-specific tenders for the development, operation and maintenance of outdoor advertising infrastructure across Mumbai, Navi Mumbai and the wider Mumbai Metropolitan Region, extending to Mandwa Terminal.

The tenders, dated September 2026, invite advertising agencies to secure licences for floating advertising barges and land-based hoardings under a Design, Build, Finance, Operate and Maintain (DBFOM) model.

Of the 19 advertising tenders, ten concern floating advertising barges, while nine cover conventional illuminated hoarding installations. Collectively, the tender documents specify 29 proposed advertising structures across the identified sites.

The initiative seeks to develop advertising inventory across waterfronts, bridges, promenades, jetties and maritime infrastructure under the Maharashtra Maritime Board (Regulation of Display of Advertisements) Regulations, 2026.

Under the DBFOM arrangement, selected agencies will be responsible for financing, designing, constructing, installing, operating and maintaining the advertising structures, subject to the necessary approvals and regulatory requirements.

Floating advertising barges across ten locations

MMB has identified ten locations for floating advertising barges, spanning prominent coastal destinations and creek-side infrastructure.

In Mumbai, the proposed locations include Juhu Beach, Lotus Jetty, Worli Jetty and the Sea Link Jetty vicinity. The Juhu Beach, Lotus Jetty, Worli Jetty and Sea Link Jetty packages each specify one single-faced illuminated floating advertising barge.

Beyond these locations, the board has invited bids for two floating advertising barges each at Vashi Bridge, Airoli Road Bridge, Mumbra Creek Bridge on the Ulhas River, Vasai Creek near Ghodbunder Junction Road Bridge, and Vasai Creek near Bhayandar Railway Bridge in Palghar district.

A separate tender covers one floating advertising barge at Mandwa Terminal.

These ten tenders together provide for 15 single-faced illuminated floating barges, with the proposed installations extending from Mumbai’s western coastline to the creeks and transport corridors connecting Mumbai, Navi Mumbai, Thane and Palghar.

Illuminated hoardings at nine additional locations

Alongside floating barges, MMB has invited tenders for illuminated back-to-back hoardings at nine locations.

In Mumbai, the identified sites include Marve Jetty, Kadeshwari Promenade, Carter Road and Lotus Jetty in Worli. The Lotus Jetty package provides for two back-to-back illuminated hoardings, while the Marve Jetty, Kadeshwari Promenade and Carter Road packages specify one installation each.

In Navi Mumbai, the board has proposed two back-to-back illuminated hoardings at Belapur and one at the Belapur–Uran Bridge.

Additional sites include three hoardings at Gaimukh Promenade, two at Nashik Highway near Mumbra Bridge, and one at Reti Bunder.

Together, the nine tenders provide for 14 back-to-back illuminated hoarding structures.

Ten-year licensing period and commercial terms

According to the tender documents, the advertising licences will have a maximum duration of ten years, preceded by a six-month period for obtaining the necessary permissions and approvals.

Licensees will be required to begin paying applicable fees from the seventh month. The total licence fee, comprising the prescribed minimum licence fee and the premium offered by the successful bidder, will increase by 10% cumulatively every 12 months.

The minimum licence fees are calculated using location-specific advertising fee schedules and benchmark display configurations. For instance, the Juhu Beach floating barge tender specifies a minimum annual licence fee of approximately ₹31.63 lakh, while the Vashi Bridge package specifies approximately ₹1.02 crore annually.

The tenders generally use a benchmark display size of 40 ft × 40 ft per advertising face. The selected agencies must obtain statutory permissions, secure structural approvals vetted by IIT Mumbai or another authority-approved agency, and submit annual safety compliance certificates.

Tender submission and regulatory requirements

The tender documents were made available through the Government of Maharashtra’s e-tendering portal from 29 September 2026.

The original schedules specified bid submission deadlines between 19 and 20 October 2026, depending on the location. Any extensions or subsequent changes would need to be confirmed through corrigenda issued on the procurement portal.

MMB has also specified that advertising structures must comply with the Maharashtra Maritime Board (Regulation of Display of Advertisements) Regulations, 2026, along with applicable safety and environmental requirements.

The initiative represents an effort to monetise maritime and waterfront assets through a structured outdoor advertising licensing framework. For OOH media owners, it presents opportunities to develop inventory at locations traditionally outside conventional roadside advertising networks, particularly across Mumbai’s coastal stretches, waterways and jetty infrastructure.