Bandhan Bank ties up with Kolkata Metro for smart card branding
By M4G Bureau - November 25, 2020
The brand believes that this one-of-a-kind branding option will help it to gain immense visibility
Bandhan Bank has signed an advertising and branding deal with Kolkata Metro for the logo display on metro’s smart cards which are issued to passengers for traveling.
The BFSI brand is the first one to opt for such branding option at Kolkata Metro. Also, it is a maiden deal in the history of Kolkata Metro as the rapid transit system has joined hands to help a brand leverage the metro’s vast user base via exclusive medium. About 5 lakh people use the metro smart card for daily commute (pre-lockdown). However, as per the Kolkata metro data, only around 1 lakh smart card passengers are currently using the metro for travelling. The partnership will help the metro to generate non-fare revenue funds to manage the losses.
Speaking on the association, Chandra Shekhar Ghosh, MD and CEO, Bandhan Bank, said, “We are privileged to partner Kolkata Metro. I am glad Metro Railway chose us to be a part of its first-of-its-kind partnership. The branding of the smart cards helps us to gain immense visibility. I am sure the citizens of this city will be happy to know about the coming together of two of their favourite brands. Bandhan Bank was also born on this soil”.
Inaugurated in 2015, Bandhan Bank is the first bank to be set up in eastern India post-independence.
Manoj Joshi, GM, Metro Railway, commented, “I extend our best wishes to Bandhan Bank in its endeavour”.
This is the second branding deal signed by the Kolkata Metro after Salt Lake Stadium station was prefixed with Indian Football Association (IFA).