ISLAMABAD: Metropolitan Corporation Islamabad (MCI) has completed the auction of advertisement rights for various locations in the federal capital, generating approximately Rs. 94.3 million through leasing of 8 out of 10 advertisement patches.

According to MCI officials, the auction was participated by 12 advertising firms from across Pakistan. Among the highest bids, the Jinnah Avenue corridor from Kalsoom Plaza to Blue Area Flyover, including Centaurus Bridge, was leased for Rs29.1 million, followed by the Digital Screen at Koral Chowk Bridge on the Expressway at Rs20 million.

The back-lit advertisement package beneath Centaurus Bridge, including associated beautification works such as calligraphy and bridge painting, fetched approximately Rs18 million.

Officials said that MCI has shifted towards regulated digital advertisement infrastructure with the objective of reducing visual clutter and promoting a more organised urban landscape.

The new contractual arrangements also provide for display of government awareness messages and public interest campaigns free of cost.

“Over the past year, MCI has generated approximately Rs290 million through the auction of digital advertisement rights. The availability of these screens for official public messaging has also reduced expenditure on city branding and government awareness campaigns,” read a statement of MCI.

Meanwhile, Chief Officer MCI Dr Anam Fatima said that the revised advertisement framework was designed to promote a cleaner advertisement regime with greater reliance on modern digital infrastructure while ensuring public messaging through the same platforms.

The auction was conducted under MCI’s ongoing efforts to improve management of municipal assets and enhance non-tax revenue through transparent procedures.

Published in Dawn, June 12th, 2026