BMTC to Introduce Advertising on the Back of Bus Tickets to Enhance Non-Fare Revenue Streams

BMTC Seeks to Monetise Back of Passenger Tickets with Advertisements

The Bengaluru Metropolitan Transport Corporation (BMTC) is exploring new avenues to increase non-fare revenue, a move aimed at shoring up finances amidst rising operational costs and pressure on fare collections. The state-run transport utility has floated a tender to display advertisements on the reverse side of tickets issued through Electronic Ticketing Machines (ETMs).

BMTC handles a daily ridership of approximately 45 lakh passengers, providing an attractive platform for advertisers. The corporation uses around 72 lakh ETM thermal rolls annually, translating to nearly 6 lakh rolls a month. Each roll prints an average of 3,750 tickets, offering advertisers significant daily visibility across the city's bus network.

The proposed model will see the selected advertising agency supply the artwork, while printing will be executed through BMTC's authorised ETM roll supplier. The tender document outlines the terms of the contract, which includes the selection of an advertising agency to display advertisements on the back side of passenger tickets.

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BMTC will retain full control over advertisements carried on tickets, reserving the right to reject or seek modification of any advertisement deemed objectionable or against public interest. Ads related to tobacco, liquor, narcotics, obscene content, political campaigns, religious messaging, and other prohibited categories will not be permitted.

The corporation has also reserved 10 per cent of ticket inventory for its own use, including government campaigns and public awareness messages. The move comes as BMTC continues to explore non-fare revenue streams to support finances without raising fares.

Separately, BMTC is seeking a transaction advisor to monetise two land parcels at Hancharahalli and Dombarahalli through transit-oriented and commercial real estate development. The consultant will prepare a detailed feasibility report and provide advisory services including site studies, traffic and market assessments, concept master planning, financial modelling, PPP structuring, bid documentation, and concessionaire selection.

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BMTC has also floated a tender for a Commercial Asset Management Platform (CAMP), a centralised digital system to track revenue from commercial stalls, open spaces, towers, ATM counters, and advertisements across the organisation. The platform will enable real-time monitoring of demand and collection status from headquarters to depots and individual assets.