The Mysore division of South Western Railways is banking on innovative methods and hoping to further tap into advertising to increase revenue.
This would supplement its freight and passenger earnings, which are its major sources of revenue.
Senior Divisional Commercial Manager Anup Dayanand Sadhu told The Hindu here that revenue generation under the head ‘publicity earnings’ had witnessed a steady increase and the trend was likely to continue.
Earnings in this category reached Rs. 1.16 crore till September-end, as against Rs. 85.9 lakh during the corresponding period last year.
According to Mr. Sadhu, the authorities plan to introduce “infotainment on wheels” on all passenger trains on the Mysore–Bangalore, Mysore–Arsikere and Mysore–Chamarajanagar sections.
At present, the service is available on board the Chamundi Express — the first mail/express train to have this feature—, three intercity trains and the Mysore–Talaguppa passenger. The earnings from these five trains is around Rs. 40 lakh a year.
In response to public criticism that the music on board the trains was so jarring that passengers could neither enjoy the journey nor the music, the authorities have taken steps to enhance the audio quality while reducing its volume to the minimum. Hence, it would be more of “visual” entertainment, Mr. Sadhu said.
Vinyl wrapping
The thrust on ‘publicity earnings’ has led authorities to extend vinyl wrapping of the train exteriors, carrying advertisements, for another year. The initiative was introduced last year.
The State-owned Karnataka Soaps and Detergents Ltd. advertised the famous Mysore Sandal Soap and its other products on the Chamundi Express, Mr. Sadhu pointed out.
He said bidders had been selected for vinyl wrapping the Mysore–Hazrath Nizamuddin Swarna Jayanti Express and the Mysore–Ajmer Express in the days ahead. In addition, 63 coaches constituting the rakes of Tipu Express and Dharwad Intercity Express would be vinyl wrapped.
This was expected to bring in Rs. 60 lakh.
The Tourism and Health departments had indicated their interest in advertising, he added.
Announcements
Besides, railway announcements at the Mysore station would be followed by commercials.
