Mumbai: Mineral water brand Bisleri International Pvt Ltd has acquired Station Branding Rights (SBR) of the Western Express Highway metro station. With this, the station will now be called ‘Bisleri Western Express Highway’ metro station.

The brand has also entered into an agreement with Mumbai Metro for putting up multiple kiosks across key stations making healthy mineral water easily accessible to commuters. Apart from selling the range of water, fizzy fruit drinks, and purifiers, the kiosks will also offer consumers to experience their newly launched hand purifiers aiding consumers to maintain hygiene, said the statement.

The newly christened station was inaugurated on Monday at an event which was attended by top management of Bisleri, Times OOH & Mumbai Metro officials. “Station branding is an established concept in the Indian OOH industry. This opportunity helps the brand build a unique and distinctive brand asset. Bisleri was keen to be present in a big way at Mumbai Metro. We worked closely with them and Mumbai Metro One Pvt Ltd for the execution of this one-of-its-kind campaign," stated Times OOH COO Rohit Chopra.

Speaking about this new initiative, Bisleri International Pvt Ltd CEO Angelo George said, “We are proud to join hands with the Mumbai Metro Authority to obtain the naming rights of one of Mumbai’s centrally located metro stations. Bisleri Western Express Highway metro station, previously known as Western Express Highway, is a bustling hub on the remarkably seamless multi-rail transit network serving commuters, offering them immense value and connectivity.”

“At Bisleri, we are constantly evolving ways to improve our consumer engagement through multiple touchpoints. Bisleri kiosks will be placed across all stations in the Metro for commuters to buy our products. With a customized look and feel of station branding and the kiosks, Bisleri aims to create brand experiences that will become an integral part of commuters' daily life," he added.

As a part of its social responsibility program called ‘Bottles for Change,’ Bisleri will also install plastic recycling bins across the station & educative communication to create awareness about proper ways to dispose of used plastic, the brand stated.