Railways gives naming rights for platforms at New Delhi station to FMCG firm BL Agro | So Good News


Some platforms at New Delhi Railway Station will be branded as ‘Bail Kolhu’ and ‘Nourish’ as ​​Railways has given naming rights to Uttar Pradesh-based FMCG company BL Agro.

The railways said the contract has been awarded for naming rights to NDLS platforms under the New, Innovative Non-Fare Revenue Ideas Scheme to Hybrid Media. Hybrid Media has further tied up with BL Agro, officials said.

With this agreement, BL Agro has become the first such company to have been given naming rights to the platforms – 14, 15 and 16 in this case. The rights period with BL Agro is basically one year, starting in October, says a statement from the company on Wednesday.

This is the first time such a tie-up with private players has been made, the officials said.

With this agreement, platforms 14 and 15 of New Delhi Railway Station will be branded as ‘Nourish Platform 14 and 15’ and platform 16, the one on the Ajmeri Gate side of the station, will be branded as ‘Bail Kolhu Platform 16’.

The deal gives BL Agro naming rights in the platform space, allowing panels, billboards and vinyl wrap for Bail Kolhu’s celebrity endorsers Manoj Bajpayee, Pankaj Tripathi and Nawazuddin Siddiqui, and Nourish’s brand ambassador Shilpa Shetty, the statement said.

”It is a significant initiative taken by Indian Railways and I congratulate the Ministry for such a progressive vision. It is truly a landmark moment for us and we are ecstatic to spearhead New Delhi Railway Station,” said Ghanshyam Khandelwal, Chairman, BL Agro.

Leads Brand Connect, a creative and advertising agency, has conceptualized, created and executed the naming rights of all three platforms in their entirety for BL Agro. This includes beautifying the platforms, creating pink cubicles for women, along with creating experiential zone for the brands, the statement said, adding that it will also take care of maintenance and upkeep of the brand infrastructure.

Based in Bareilly, Uttar Pradesh, BL Agro Industries Ltd has one of the largest distribution networks among all branded edible oil and food products players in India, with over 58,000 dealers.

(This story has not been edited by Devdiscourse staff and is automatically generated from a syndicated feed.)


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