Nippon India Mutual Fund has secured exclusive branding rights for Acharya Atre Station on Mumbai Metro Line 3, becoming the first mutual fund to brand a metro station in India.
The five-year agreement with Times OOH marks a significant move in urban marketing and brand engagement. The newly launched Colaba–Bandra–SEEPZ corridor, also known as Metro Line 3, is set to connect key business, residential, and religious hubs across Mumbai. With an expected daily ridership in the lakhs, the line offers a high-impact platform for brand visibility to a premium urban audience. “This initiative reflects our commitment to innovation, sustainability, and retail engagement,” said Kaiyomurz Daver, Chief Marketing Officer of Nippon India Mutual Fund. “Hearing ‘Agla station, Nippon India Mutual Fund, Acharya Atre Chowk’ is a proud milestone for our team and investors alike.”
Executed by Ideacafe.agency, part of the Concept Group, the branding spans across station interiors, announcements, and digital signage, creating a holistic brand presence. Times OOH, the exclusive advertising partner for Metro Line 3, facilitated the deal. Rohit Chopra, COO of Times OOH, described the move as “a bold and visionary step,” stating that it strengthens Nippon India Mutual Fund’s leadership in both B2C and B2B outreach. “This collaboration reflects how urban transit spaces are evolving into high-value communication zones,” he added.
As metro systems expand in Indian cities, Nippon India Mutual Fund’s investment in transit branding signals a strategic shift in how financial services aim to connect with the urban population.
