As a part of brand building activities, Theism Group, the Kolkata based conglomerate has signed a branding and station naming deal with Kolkata Metro for the branding rights of one metro station. The Kolkata metro station is now called “Theism Belgachia”.
This is the first time in the history that the Indian Railways has started signing the private corporations for branding of the metro stations.
Theism Group is known for its Healthcare, Entertainment, Power and Infrastructure businesses that are more than 50 years old. The business house has emerged as the highest bidder for the Kolkata Metro station tender. Belgachia is a prominent stoppage on the North-South corridor.
Theism Group will exclusively retain these branding and advertising rights for the next five years, as per the provisions of the contract. The Metro station will adorn the brand – Theism Diagnostics which is a well-known healthcare arm under the Theism group.
As part of the station branding initiative, Theism Group will widen the opportunities to communicate with the commuters through its presence on the advertising panels and branded boards installed all over the station. With the swanky new branding, the Theism Belgachia metro station will flaunt a state of the art modern look that will make it stand apart.
Partha Pratim Saha, CEO and Managing Director of the Theism Group expressed his gratitude to the railway officials for opening up newer avenues for corporate partnerships that would be beneficial both to companies as well as the public.
“A set of unique initiatives will be introduced at the Metro Station as part of the overall branding strategy. We shall utilise this opportunity to create value for the daily commuters as well as the railway staff”, commented Ritam Saha, Chief Digital Officer & Director, Theism Group.
A Kolkata Metro spokesperson said, “We are delighted to celebrate this wonderful occasion of coming together with Theism Group. With the recent branding of the Kolkata metro station as Theism Belgachia, we have once again proven the level of interest that brands have shown in working with the Metro Railway. We thank Theism Group for taking this initiative so enthusiastically.”
