Prem Bhatia

Prem Bhatia

Managing Director, Asia

PHAR Partnerships

Background

Prem has worked in advertising for over 20 years, in over a dozen countries. Appointed as Managing Director of Phar Partnerships in 2011 and based in Singapore, Prem overlooks PHAR’s business through his contribution on infrastructure development especially by helping government and private sectors to achieve their maximum potential of non-farebox revenue for infrastructure projects across Singapore, Malaysia, Thailand, Philippines, Indonesia and India.

He has been involved in a number of ancillary revenue projects, across Airports, Airline and Mass Transit Systems across Asia. His skill sets include commercial evaluation, design, market analysis, financial modelling, legal structuring, project management, and go-to-market strategies.

Current projects that Prem oversees in Asia include LTA TEL, Jewel Changi Airport, Terminal 3 Jakarta, Light Rail Manila Corp, AirAsia, Philippine Airlines, Jetstar Asia Pacific, and Rapid KL.

Professional and Industry Experience

• INDIA: In 2012, appointed as in house ancillary revenue consultant, to architect all non-farebox revenue streams for the newly constructed Bangalore Metro. Prem was responsible for implementing services such designing the full non fare box revenue streams, all legal documentation, including bid, tender and RFP documents and overseeing the new structural, electrical and engineering design of the new metro stations.
• MALAYSIA: in 2014, working with RapidKL and their concessionaire, responsible for the creation of the first Naming Rights Program in SE Asia, directly contributing to a 20% increase in annual revenue for the operators.
• PHILIPPINES: In 2015, appointed by Light Rail Manila Corporation to carry out the design phase of the non fare box revenue opportunity. Prem was responsible for the creation of non farebox financial models, including cost structures and pricing, as well as typical capex and opex spends, and identifying the gross and net sales of non fare box revenues opportunities. Prem has been responsible for the initial structural and electrical design of the new advertising environment. Prem has been directing the project, working with other marketing and design agencies, creating brand positioning statements and conducting primary consumer research for LRMC. Also responsible for the legal tender and contractual documentation for all non fare box revenue partners, including Station Naming, Telecommunications, Banking and I.T partners.
• SINGAPORE: In 2018, Prem led the team responsible for the non fare box consultation work to the LTA’s Thompson East Coast Line, which included assets audits of the stations / rolling stock, electrical and structural analysis, developing financial models to ascertain the commercial viability for the advertising business, analysing interface risks and models between train operator, retail NFO, advertising NFO and LTA and development of a tender for the potential NFO’s to bid for.