Indian Railways to bid for branding and marketing rights over trains05-12-2017
Don’t get surprised, when next time you book a Shatabdi train to Lucknow or Dehradun and find it all wrapped in signages of Patanjali Ayurveda. It may even be called as Patanjali Shatabdi! Very soon, our very own Indian Railways are likely to kick start its mega auction for the branding and marketing rights over its more than 1,000 trains so that it can make money from its prevailing assets. Quite a smart move, right!
Brands that are contending for this five-year contractual plan are of course Patanjali Ayurveda by Baba Ramdev and Paytm, the e-wallet giant.
One of the spokespersons of Patanjali has confirmed that it is all set to use trains as an outdoor media or medium for advertising and leverage its brand reach. These rights will surely give the company a great brand recall and boost its sales.
Did you know that Patanjali brand has a collection of 350 products varying from shampoos to biscuits and is celebrated as one of the top advertisers across the country? Brand experts say, and we’re quite certain you will also agree that advertising on the railways will offer unparalleled visibility to the company.
Moreover, advertising with the help of railways is believed to be a much more cost-effective medium than any other form of outdoor advertising. As per the statistics revealed by one of the senior executive media person, railways carry 2 crores passengers every day and thus the brand reach is quite high in comparison to other mediums.
The bid for branding and marketing rights will include Shatabdi, Rajdhani, Garib Rath, Jan Shatabdi, express, superfast, suburban, including other freight trains. In addition, the rights for the inside space of the trains for business advertising will be auctioned separately. The railway is looking forward to earn revenue of Rs. 1,000 crore in a year by facilitating long-term agreements for trains. The railways will also begin auction for one more ad vehicle, i.e. Radio Rail – an onboard system for entertainment.
Train, being one of the integral mediums of transit advertising, helps brands in reaching out to a sweeping number of audiences coming from all ages, incomes and backgrounds.
Here are some glaring reasons why Indian Railways have come to reinforce pan-India advertising opportunities:
1. The ads can’t be ignored
2. It involves flexibility in terms of location and size of your ad
3. It reaches out to a wide audience
4. You completely own the space as no other ads will have a place in it
5. The large, compelling and playful ads designs capture everyone’s attention.