ITO metro station gets a new identity, now called JK Tyre ITO
New Delhi: The Metro has metamorphosed one of Delhi’s iconic and busiest intersections – the one that connects the New Delhi, with the Old Delhi, and one which is home to some of the most powerful institutions including the Police Headquarters, Passport Office and many media houses. In a fitting tribute to its emotional bonding with ITO, and one which has nurtured its evolution into a diverse business conglomerate, a 4 billion JK Organisation recently adopted the ITO Metro Station and accordingly it has been rechristened as JK Tyre ITO.
“We have a high emotional connect with this place – the surge in traffic here over the decades has been proportionate to the growth of JK Organisation – and much like us the intersection too has consolidated and emerged more vibrant and smart with the arrival of the Metro. It was only natural for us to latch up to an opportunity to have the branding of the Metro station with our brand prefix. We are happy and this is our best tribute to the place,” said Dr Vivek Kamra, President India, JK Tyre.
Starting in 2014, Delhi Metro Rail Corporation has been renaming stations which earn it good revenues. This is done through bidding and the pattern is quite prevalent across the world. In Delhi, those who win the bids not only get semi-naming rights for the stations but are also provided advertisement space at the station premises. Other branding activities are also allowed inside the station, including the right to choose a colour scheme to promote the brand.
ITO is only the second Metro station to be branded, after the Shivaji Stadium. “It is a legacy issue for us and besides giving us good visibility; this is also designed to reinforce our brand value. Out of our several products, we opted for JK Tyre as this is a brand that connects with all audiences. JK Tyre is the pioneer of branding and BTL activities when it comes to busy intersections which brings people from all walks of life together. We were the first to adopt Nizmuddin railway station 20 years back and named it JK Tyre Nirzamuddin. So, we carried forward our previous experience in a modern way through DMRC to connect to the younger generation as the Organization is also being driven by the young minds, added Mr Kamra.
Over 4 decades back, then Chairman of the Organisation, Mr Hari Shankar Singhania, shifted the base from Kolkata to Delhi and setup the corporate office at ITO which was only a lane full of media houses.