MAM
Asian Footwear secures naming rights for three New Delhi station platforms
Platforms 14, 15 and 16 will carry the brand name at a station with 10 lakh daily footfall
MUMBAI: Asian Footwear is putting its best foot forward in advertising, taking its brand name straight to the platform with a new partnership with Indian Railways. The footwear brand has secured the naming rights for Platforms 14, 15 and 16 at New Delhi Railway Station, with the spaces set to be branded as Asian Footwear Platform 14, Asian Footwear Platform 15 and Asian Footwear Platform 16.
The long-term partnership gives Asian Footwear access to a station that sees more than 10 lakh passengers every day. That scale puts the activation firmly in the mass-market advertising space, allowing the brand to reach commuters travelling across metro cities, Tier-II towns and rural markets.
Mahendra Singh Dhoni, the brand’s face and India’s World Cup-winning captain, will feature prominently across the three platforms, bringing the celebrity association into one of the country’s busiest passenger environments.
The branding will extend beyond platform names. Panels, billboards, vinyl wrapping, backlit displays and other experiential touchpoints will be deployed across Platforms 14, 15 and 16, creating multiple points of visibility for passengers during their journeys.
The move also gives Asian Footwear an opportunity to link its core product category with movement itself. Railway passengers are constantly on the move, while the brand is seeking to position its footwear as part of those everyday journeys.
For the brand, the station partnership combines large-scale physical visibility with celebrity-led branding. Unlike a conventional campaign confined to television, digital or outdoor advertising, the activation will sit inside a live commuter environment where the audience is continually changing throughout the day.
The deal places Asian Footwear at the intersection of urban mobility and consumer advertising, while giving it a presence that can travel well beyond Delhi. With more than 10 lakh passengers passing through the station daily, the three platforms could turn an everyday wait for a train into a recurring brand encounter.
