MAM
Lineage Media wins Mumbai CST digital advertising rights
MUMBAI: Mumbai Railway has given the digital advertising rights at the city‘s iconic Chhatrapati Shivaji Terminus station to Lineage Media for an undisclosed amount. The digital out of home media advertising firm has already installed two 8 feet by 6 feet LED screens at different locations inside the station.
The LED screens are strategically placed to give maximum exposure to the brands taking into account the average time spent at the station by commuters. The media grapevine says that Lineage considers CST a strategic location for out of home media and is in talks to enter into a similar agreement for western line‘s Churchgate station as well.
Lineage Media‘s current brand partners for the digital OOH option at CST include Parle Agro Frooti, Sundaram Books E Class and Hexacorp Petrochemicals. The commercials on these screens will repeat every five minutes and screens will run for 14 hours a day from 8 am to 10 pm.
This is the first time that such huge, high definition screens will bring out advertisers‘ content inside the railway station, which has a footfall of more than four million commuters on an average day.
Brands
Kia India partners HYBE India for 15-city global girl group auditions
Automaker backs nationwide talent hunt with immersive Syros-led youth engagement
NEW DELHI: Kia India has partnered with HYBE India as the exclusive automotive partner for its first large-scale global auditions aimed at discovering India’s next international girl group.
The initiative will span 15 cities, combining on-ground and digital auditions to create a global pathway for young Indian talent. The collaboration blends entertainment with brand engagement, positioning the automaker at the centre of a youth-driven cultural platform.
As part of the rollout, HYBE India will bring its globally recognised artist development model to India, building on the legacy of HYBE, known for creating acts like BTS and KATSEYE.
The partnership will come to life through HYBE India Pop-Up Parks across cities, featuring the 2026 Kia Syros as a central attraction. A key highlight is the ‘Kia Engagement Zone’, an in-car content creation setup that allows participants to record and share performance videos, turning the vehicle into a creative studio on wheels.
Kia India senior vice president marketing and sales Atul Sood said, “Kia India’s collaboration with HYBE India reflects a shared understanding of how culture, creativity and youth aspirations are evolving today.”
HYBE India head of business development Sarthak Arora said, “This collaboration enables us to build a meaningful platform that helps unlock India’s potential on a global stage.”
The on-ground activations will begin in Guwahati on 2 May, followed by Mumbai, Pune, Hyderabad, Bengaluru and New Delhi, before expanding to other cities including Chennai, Ahmedabad, Kolkata and Chandigarh. Online auditions will run from 31 March to 31 July, extending participation to Indian talent worldwide.
With this move, Kia India is stepping beyond mobility to engage with youth culture and creative ambition, aligning its brand with a generation that values global exposure, identity and self-expression.
