UPMRC invites bids for exclusive OOH rights on Kanpur Metro Corridor

The Uttar Pradesh Metro Rail Corporation (UPMRC) has floated a tender for the licensing of exclusive advertising rights across outside civil structures on Kanpur Metro Rail Corridor-1 (Baradevi Chauraha–Naubasta), opening up a significant out-of-home (OOH) opportunity in the region.   

Issued under Tender No. KNPAR-17, the project is part of UPMRC’s broader strategy to enhance non-fare box revenue through structured and large-scale advertising integration across its metro network.   

The tender offers a license period of three years, granting the selected bidder exclusive rights to monetise advertising spaces on designated metro civil structures. The model follows a Minimum Annual Guarantee (MAG) framework, with a reserve MAG set at ₹1.01 crore per annum, excluding taxes.   

Key timelines and structure 

The bidding process is being conducted online via the Central Public Procurement Portal, with: 

• Tender availability from April 17, 2026 

• Pre-bid meeting scheduled for May 7, 2026 

• Bid submission deadline on June 4, 2026 

• Bid opening on June 5, 2026   

Applicants are required to submit both technical and financial bids, with evaluation based on eligibility compliance and the highest quoted MAG. The highest bidder (H1) will be awarded the contract, subject to UPMRC’s approval.   

Scope and opportunity 

The mandate covers the design, installation, operation, and monetisation of advertising formats across external metro infrastructure. The selected licensee will also be responsible for: 

• Creating an integrated advertising plan aligned with metro aesthetics 

• Managing sales, marketing, and client servicing 

• Introducing innovative formats, including experiential and digital integrations 

• Ensuring compliance with all statutory and operational requirements   

The contract is structured on an “as-is, where-is” basis, with flexibility for the licensee to propose formats and scale inventory, subject to approvals.   

Exclusivity and expansion potential 

A key highlight of the tender is exclusive advertising rights, positioning the licensee as the sole OOH partner across the defined corridor. Future inventory additions or new stations may also be integrated into the contract, with proportional adjustments to the MAG.   

Eligibility criteria 

To qualify, bidders must demonstrate: 

• Minimum average annual turnover of ₹96.62 lakh (last 3 years) 

• Positive net worth 

• Proven experience in advertising projects of defined scale within the last seven years