Rajdhani trains appear to be emerging as a sought after medium for brand promotion with 3G spectrum now joining the bandwagon for showcasing its features.
Coaches of south-bound trains will be used for promoting 3G spectrum, the third generation technology used to enhance mobile service in the country. The product details will be advertised through the vinyl wrappings of rakes’ interior and exterior.
Chennai, Bangalore and Thiruvanathapuram Rajdhanis are selected for its publicity, said a senior Railway Ministry official.
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A Rajdhani has about 17 coaches and all of them will be used for disseminating information about 3G spectrum which include publicity materials such as internal display panels, important information about product features through leaflets and onboard sales promotional activities.
“Railways will earn Rs. 33 lakh per rake for letting the train used for brand promotion. The company using the coaches for advertisement will also be responsible for onboard maintenance,” the official said.
Vinyl wrapping scheme, comparatively a new medium of outdoor advertisement, is catching up fast with Railways.
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“There is a huge potential of vinyl wrapping scheme in Railways specially in Rajdhani and Shatabdi trains and market is getting ready to use the new medium of advertising,” Sanjai Jalla, the marketing consultant involved in the vinyl wrapping scheme, told PTI.
Currently, National Stock Exchange, Max New York Life, Kerala Tourism and Omaxe Construction have opted this new medium in Railways.
“Comparatively rail coach offers great degree of visibility with the consumer not only at stations but also during journey when the mind space of consumer is mostly free,” Jalla said.
Efforts are on to increase the railway ad revenue by exploring other possible options also. Many other brands in food and beverage segment, telecom, banking and insurance companies have shown interest to use trains for advertising, he said.