Proactive In & Out bags Bandra Skywalk tender for two years

The agency has won the advertising rights for Rs 10 crore

After witnessing walk-outs and being re-tendered several times, the advertising rights for Bandra (East) Skywalk have finally been won by Mumbai based outdoor firm, Proactive In & Out Advertising.

The Mumbai Metropolitan Regional Development Authority (MMRDA) had organised an open bid for the advertising rights, which was attended by Mystical Ads and Rajdeep Publicity, apart from Proactive.

Proactive has won the advertising rights for a period of two years for Rs 10 crore. Anant Jain, director, Proactive In & Out, tells afaqs!, "We feel this is the right time to bag this tender, as the Worli Sea Link is now open to traffic. Hence, the medium will be able to grab the attention of commuters coming to this side of town, that is, from the suburbs towards South Mumbai and vice versa."

The firm will gain access to the skywalk in next 20 days; after which it will fabricate boards of sizes ranging from 200 ft by 10 ft to 100 ft by 10 ft. The total advertising space available is more than 9000 sq m, spreading from BKC Western Express Highway to Bandra Station (East), and from Bandra Station (West) to S V Road (Lucky Restaurant) up to Turner Road Junction.

Earlier, in July 2009, Pioneer Publicity and J Kumar Infrastructure had jointly bagged the MMRDA tender for the Bandra (East) Skywalk for five years. The minimum bid price fixed was Rs 10 crore.

However, the civic authority later had rejected the bid and had announced a fresh tender, fixing the minimum bidding amount at Rs 3 crore and Rs 3.5 crore per annum, respectively, for the Bandra (East) and Bandra (West) Skywalks, for a period of two years.

Initially, in 2008, the Bandra (East) Skywalk tender was won by Reliance ADAG's outdoor unit, Big Street at Rs 79 crore for a period of 10 years. However, the company later walked out of the tender. The MMRDA had then forfeited the Earnest Money Deposit of Rs 7.9 crore made by the firm.

One of Mumbai first skywalks, the 1,300 metre (1.3 km) long and four metre wide Skywalk stretches from Bandra railway station to Kalanagar.