Contracts & Investments
Asian Footwears secures naming rights for NDLS platforms
Mahendra Singh Dhoni will adorn New Delhi Railway Station’s Platforms 14, 15, and 16, whose naming rights have been acquired.
Asian Footwears, has inked a strategic partnership with Indian Railways and has secured the naming rights of platforms at the New Delhi Railway Station. The brand’s face, India’s World Cup-winning captain Mahendra Singh Dhoni will adorn New Delhi Railway Station’s Platforms 14, 15, and 16, whose naming rights have been acquired. The platforms will be named as ‘Asian Footwears Platform 14’, ‘Asian Footwears Platform 15’, and ‘Asian Footwears Platform 16’. 
The long-term deal with New Delhi Railway Station has been carefully designed as the brand will benefit from a record daily footfall of over 10 lakh passengers that is witnessed by one of the busiest transit hubs in the country. The record footfall will also boost Asian Footwear’s consumer outreach strategy and will deliver high-impact visibility at scale.
Commenting on the partnership, Rajinder Jindal, Chairman, Asian Footwears, said, “This is a defining moment for Asian Footwears. For millions of Indians, New Delhi Railway Station is more than a transit point. It is a destination that connects millions of Indians from every corner of the country. Similarly, Mahendra Singh Dhoni is just not a cricketer. He is an emotion for us. This partnership places us at the heart of the daily journeys of the commuters just like how our footwear accompanies millions of Indians through every step of life. We are proud to integrate our brand with Indian Railways and Mahendra Singh Dhoni and look forward to creating a memorable presence that resonates with commuters across India.”
Through panels, billboards, vinyl wrapping, backlit displays and other experiential touchpoints, Asia Footwear’s branding will be prominently displayed across platforms 14, 15 and 16. The brand is also planning deep brand integration into the everyday journeys of millions of passengers.
The partnership places Asian Footwears at the intersection of urban mobility and mass consumer engagement. It will also help the brand to connect meaningfully with a diverse cross-section of Indias, spanning metro cities, Tier 2 towns, and rural belts.