After buses, BMTC plans to turn passenger tickets into advertising space

The tender comes at a time when BMTC is already aggressively monetizing its assets through advertisements on buses, bus stands, depots and transit hubs. | Photo credit: ALLEN EGENUSE J.

After wrapping its buses in advertisements, the Bengaluru Metropolitan Transport Corporation (BMTC) is now looking to turn its passenger tickets into advertising space as well. BMTC plans to display advertisements on the back of ETM ticket rolls used across its fleet.

BMTC has invited bids from advertising agencies for licensing rights to print advertisements on thermal rolls of the Electronic Ticket Vending Machine (ETM), issued to passengers across Bengaluru. The move is aimed at generating additional non-fare revenue for the cash-strapped transport corporation, which operates nearly 7,000 buses and carries around 45 million passengers a day.

According to BMTC officials, the strong response to advertisements on its buses has significantly boosted the corporation’s non-fare revenue stream. Advertisements displayed on BMTC buses currently generate around ₹4.79 crore every month, representing an annual income of nearly ₹57.54 crore.

The goal of BMTC

Officials said the corporation expects this number to grow substantially, estimating total ad revenue to reach nearly ₹230 crore over the next three to four years. Encouraged by this growth, BMTC is now exploring other advertising avenues for its services, including displaying advertisements on passenger tickets, the official added.

“The selected advertising agency will have the rights to provide advertising artwork to be printed on the back of BMTC tickets through its authorized ETM roll supplier. The contract period will be for one year initially and may be extended by another year depending on performance,” an official told The Hindu.

Thermal rolls

BMTC currently consumes about 72,000,000,000 ETM thermal rolls per year and nearly 6,000,000 per month, with each roll printing about 3,750 tickets. Officials believe this gives advertisers access to one of the largest commuter networks in the city.

The tender comes at a time when BMTC is already aggressively monetizing its assets through advertisements on buses, bus stands, depots and transit hubs. “With this latest move, even a small paper ticket issued to commuters could become an advertising medium for brands, government campaigns and commercial promotions. Under the proposed system, the advertising agency will have to list the monthly license fee payable to BMTC, while separately bearing the cost of printing advertisements. The actual printing of advertisements will continue to be done by an authorized BMTC roll supplier,” the official added.

Limitations

However, the company has put several restrictions on the nature of advertisements that can appear on tickets. Ads related to tobacco, alcohol, narcotics, political campaigns, religious content and obscene material were prohibited. BMTC also reserves the right to reject any advertisement deemed objectionable or against public interest.

BMTC has reserved 10% of tickets for its own advertisements or government campaigns for which the selected advertising agency cannot claim any revenue.

Published – 22 May 2026 21:39 IST