Mumbai Metro Lines 2A and 7 Struggle to Attract Advertisers, Leaving Spots Empty

The Mumbai Metro’s Red Line (Line 7) and Yellow Line (Line 2A), connecting Andheri West to Gundavali, are facing a surprising challenge: empty advertising spots, including interactive digital screens at key stations. Despite a weekday ridership of 2.65 lakh passengers, the Mumbai Metropolitan Region Development Authority (MMRDA) and Maha Mumbai Metro Operations Corporation Limited (MMMOCL) are struggling to monetize these premium advertising spaces, raising concerns about lost revenue potential.

Operational since April 2022, Lines 2A and 7 serve bustling stations like Andheri West and Gundavali, with daily footfalls of 14,000–15,000. Yet, advertising spots, particularly interactive screens designed for engaging tech-savvy commuters, remain largely vacant. Industry experts attribute this to high advertising costs, which deter smaller brands, and a perceived lack of return on investment (ROI) compared to established mediums like Mumbai’s local trains, which carry 2 million daily passengers, or digital platforms offering precise analytics.

Technical challenges may also play a role. Sources suggest that some interactive screens face maintenance issues, reducing their appeal to advertisers wary of unreliable infrastructure. Additionally, the MMRDA’s focus on stabilizing operations and improving last-mile connectivity, such as AC bus services from Gundavali to BKC, may have delayed aggressive marketing of advertising spaces.

The competitive advertising landscape in Mumbai, with high-visibility billboards at railway stations like Andheri generating over 4 million impressions, further overshadows metro spots. To address this, experts recommend lowering initial ad rates, ensuring reliable screen functionality, and targeting campaigns to the metro’s professional and student demographic.

MMMOCL anticipates non-fare revenue growth, as seen with Rs 30 lakh from battery-swapping stations, but advertising remains untapped. With strategic efforts, these metro lines could yet become a lucrative advertising hub.

Connect with Us