Wave wins naming, marketing rights for two Metro stations

The Delhi Metro Rail Corporation (DMRC) has awarded naming rights for two prominent stations in Noida – Noida City Centre and Noida Sector 18 to prominent real estate developer Wave Infratech. The firm has also bagged the exclusive marketing rights of media space for a period of 10 years.

It is pertinent to recall that Realty & More was the first magazine which disclosed the names of Metro stations which the DMRC had shortlisted for naming. In an exclusive interview in the January issue of the magazine, DMRC MD Mangu Singh had said that “Stations which have been selected for semi-naming in Noida are City Centre, Golf Course, Botanical Garden, Noida Sector 18 and Vaishali Metro stations. These will be for a period of 10 years.”

Globally, metro stations named after brands or companies, rather than their location, are common as it becomes a means of raising revenue through advertising. This is the first time the concept is being adopted in India.

Reacting to the development, Amar Sinha, ED (Marketing), Wave Infratech, said: “We at Wave have always been pioneers in innovation and being awarded the naming rights for two of the most popular Metro stations in Noida is a big win for us. With this, the foothold of the company in Noida gets stronger and would assist us in ramping up our brand recall for the brand with the opportunities that DMRC would offer.”

A company press release also informed that MetroMart – a new concept in retail developed at Wave City Center would offer direct connectivity to the Noida City Centre Metro Station. Stepping out of the train from Noida City Centre Station’s concourse level, one can enter MetroMart’s second level, do some shopping and then go to the Metro parking via lift or escalator.