Metro and station branding
Station co-branding and concourse panels, booked through the rights holder.
/ 01 Outdoor advertising agency in Kolkata
The right road,the right paperwork.
In outdoor, the right road matters only if the paperwork holds, because a board that is pulled down mid-booking earns nothing. PromotEdge chooses, books and checks hoardings, Metro, airport and Puja-season sites for Kolkata and Bengal brands, so your boards face the right buyers and stay up for the whole booking.
A New Town IT recruiter, a Gariahat saree house and a Howrah tool maker need different roads. So we start from where your buyers travel, then visit the shortlisted sites at the hours that count.
Printing, night mounting and site checks come with the plan, delivered through PEXORA, a joint venture of PromotEdge and Prodigy. Our Sector V team plans each campaign. See also outdoor advertising and hoarding advertising.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What we do in Kolkata
Outdoor,bought and checked.
0102 03 04 0506
Hoardings and unipoles
Front-lit and back-lit boards on main corridors, picked by route and sightline.
Airport media
Screens and lightboxes at Netaji Subhas Chandra Bose International Airport.
Puja-season outdoor
Pandal gates and roadside flexes, each with its KMC permission ID on the board.
Digital screens
Roadside and mall screens bought by day part.
Printing, mounting and proof
Weather-fit printing, night mounting and dated photos of every face.
Have a road or a site in mind? Send it, and we will check its permission before you pay. Get a free growth plan
/ 03 How Kolkata outdoor works
Rules, routes and one long festival.
Four local facts change how outdoor is bought here.
KMC permission comes first. Section 202(1) of the Kolkata Municipal Corporation Act, 1980 requires the corporation's permission for advertisements, and Section 204 provides for an advertisement tax. On 19 June 2025 the Calcutta High Court held that imposing that tax without framed Regulations would be arbitrary. So we get the permission holder and tax responsibility in writing for every site.
Puja has its own rulebook. For Durga Puja 2026, KMC took applications for roadside hoardings, banners and flexes from 20 to 25 September. Boards could go up from 3 October and had to come down by 29 October, each showing its KMC permission ID. Miss the window and most of the Puja plan is gone.
Transit media is sold by tender. Kolkata Metro, India's first, opened on 24 October 1984 and now runs five lines. Station co-branding and premises advertising go through open tenders, and AAI gave the airport's advertising to one company on an exclusive seven-year concession in August 2021. We confirm who holds the rights before anything goes in a plan.
Weather and traffic set the work hours. The monsoon normally sets in on 11 June and withdraws on 12 October. Goods vehicles with non-essential loads are barred for set hours (Calcutta High Court, February 2024). So flex is mounted at night, and print must survive rain.
/ 04 Kolkata sites at a glance
Corridors,offices and malls.
| Where | What the records show | Good for |
|---|---|---|
| EM Bypass | KMDA has offered ad rights along about 15 km, from Ultadanga to Garia Station Road. | Car and bus traffic on the east side. |
| VIP Road | Marketplace listings show airport-facing boards near Big Bazaar and the Teghoria crossing. | Airport traffic and the northern suburbs. |
| Central Kolkata | Listed boards on AJC Bose Road facing Park Street, and at Park Street and College Street. | Retail, food, education and premium launches. |
| Salt Lake, New Town, Rajarhat | Listed sites in all three. Sector V alone has about 14.6 million sq ft of offices. | Hiring, IT services and real estate. |
| Malls | South City Mall draws 55,000-60,000 visitors a day. The city has 6.5 million sq ft of mall space (JLL, Q2 2026). | Family products, launches and sampling. |
Sources in the fold below, checked 3 October 2026. Listing reach figures are the seller's estimates. Sites are named as places, not as our inventory.
/ 05 How a Kolkata outdoor campaign runs
From route briefto dated photos.
- 01
Route brief (week 1)
Where your buyers live, work and travel, and what they should do next.
- 02
Shortlist and visits (weeks 1-2)
We visit each site and note what blocks the view.
- 03
Permission and price (week 2)
Permission ID, tax responsibility and rate in writing, before you pay.
- 04
Design, print, mount (weeks 2-3)
Few words, a big mark, one action. Night mounting.
- 05
Prove and renew (monthly)
Dated photos, a code or number per board. Only sites that earned it renew.
We're professionals. We'd rather be blunt than pleasing.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
How your business model changes the plan
A shop chain wants boards near each outlet. A launch brand wants a few big sites at the airport and Metro. A seasonal seller books Puja early.
- Start from your buyers' roads. A board is only as good as the people who pass it. A route brief.
- Check permission before payment. A board without it can come down mid-booking. A permission ID per site.
- Visit every shortlisted site. Trees, wires and a bigger board next door change the view. Dated photos.
- Design for distance. A moving bus gives a few seconds, so few words win. Proofs checked at real distance.
- Give each board a code or number. What can't be measured can't be improved. A monthly note per site.
Go deeper: Metro, airport and festival sites
Metro
Five lines (Blue, Green, Purple, Orange, Yellow). The 2021 co-branding tender covered seven stations, among them Dum Dum, Esplanade, Park Street and Sealdah, for five years. A 2018 tender offered premises rights for ten years.
Source: Metro Railway Kolkata, RailAnalysis and Media4Growth, checked 3 October 2026
Airport
One exclusive AAI concession from August 2021 for seven years covers about 14,700 sq ft of screens, lightboxes, wall wraps and billboards. The airport served 22 million passengers in FY 2019-20, and yearly capacity was raised to 28 million.
Source: MediaNews4U and UNI, checked 3 October 2026 (capacity: June 2026)
Puja rules in detail
Temporary bamboo structures were capped at 22 feet. Each approved board had to show the committee's name and the advertiser's name and phone number. Saptami to Dashami fell on 18 to 21 October 2026.
Source: The Organiser, 20 September 2026; West Bengal holiday list 2026
Park Street in December
The state-backed Christmas festival lit Park Street, Allen Park and St Paul's Cathedral with branding in 2024.
Source: News Arena India, 2024
AI in outdoor advertising: today and next
Today: a label when AI images could mislead
ASCI's guidelines on AI-made ad content ask for a label where it could mislead a buyer, such as a synthetic ambassador or a product that does not exist yet. Routine touch-ups need none. The rules take effect three months after publication.
Source: ASCI, Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising, 17 September 2026, read 10 October 2026
Next
Our view: AI will speed up layouts, so the work moves to checking the site, the permission and the claim. Want us to look at your next board? Ask us.
Planning Puja outdoor? Tell us your dates and we will map the September steps. Talk to us
/ 06 Cost
What outdoor in Kolkata costs.
A single side-street board and a Puja run on VIP Road are not the same job, so there is no price list. Our fee is the same as elsewhere in India. Site rent, printing and mounting are billed at actuals. We send the quote within 2 working days.
What affects the cost
- Corridor and facing: airport-facing boards price above side streets
- Size, lighting (front-lit, back-lit, digital) and number of faces
- Duration: a monthly booking or a Puja-only window
- Season: Puja and December rates climb
- Printing material, night mounting and reprints after storms
How we quote
- You tell us your roads, dates and what each board must bring in.
- We shortlist, visit, and bring back dated photos and each owner's own rate.
- We check permission and tax with every owner before anything is held.
- You approve one written quote that lists every site and cost.
What you get in the quote
- Each site by road, facing and size, with the owner's rate
- The permission ID for each board, and who pays the tax
- Printing and mounting as separate lines, and our fee on its own line
Compare quotes on the same sites, faces and dates.
/ 07 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
More in Kolkata
Outdoor across India
Proof and reading
What people say
In their own words
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikMarketing Executive at Unimark Group“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL Group
Planning outdoor in Kolkata?
Name the roads.We'll check the boards.
Straight answers.
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Yes. Our team works from Suite 508, Ambuja Neotia Eco Centre, Sector V, Salt Lake, and site visits across the city start there. Before you sign, we can take you to see the shortlisted boards, so you judge the road and the view, not a photo.
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Yes. Section 202(1) of the KMC Act, 1980 requires permission for advertisements, and for Puja 2026 KMC said each approved roadside board must show its permission ID. Ask the site owner for that ID, and for who pays the advertisement tax, before you pay anything.
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Shortlist and print in August. KMC's 2026 applications ran only from 20 to 25 September, boards could go up from 3 October and all had to be down by 29 October. Committee sponsorship prices rose by around 15% in 2025, so fix the budget early too.
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Yes, through whoever holds the rights. Metro Railway awards station and premises advertising by tender, and airport media went to one company as a seven-year exclusive concession in August 2021. We confirm the current rights holder and the rates before either goes into your plan.
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That depends on your buyer. EM Bypass and Salt Lake catch people driving to work, and VIP Road catches airport traffic. Park Street suits retail and premium launches, and malls reach families. We pick roads by where your buyers travel, then visit before booking.
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Yes. Our language partners write the lines in Bengali, Hindi or English, and our team checks them. A board gets a few seconds, so one short line in the language your buyers read first beats a crowded board in two scripts.
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Each board gets something countable: a QR code, its own phone number or an offer code. We also compare enquiries from the board's area before and during the campaign, and we don't renew sites that didn't earn it. A monthly note shows what each site brought.