By: Himanshu
Modi
The Indian Railways, country's
largest transporter, with a network of more than 7,000 railway stations, runs
more than 12,000 passenger trains and is installing one lakh digital screens at
2,000 stations. It is the first time that Railways is throwing all its assets
open to advertisers to run outdoor campaigns during the festive season. Almost
50 Rajdhani and Shatabdi trains will be made available to advertisers. The national
transporter has hired Ernst & Young as its consultant for the same.
Indian
Railways expects to mop up Rs 1,000 crore through train advertisements in the
festive season between October and December and has lined up its premium trains
for ad-wrapping to cash in on the advertising spree about to be unleashed by
the ecommerce, FMCG (fast-moving consumer goods) and auto companies.
The
Indian Railways carry two crore passengers every day and according to industry
estimates, advertisers-mostly driven by ecommerce and auto companies, go full
hog on their ad spend for Diwali season. Brands spend almost 25-30% of their advertising budget during this
period. Online retail giant Snapdeal has already kept aside Rs 200 crore as
advertising budget to be spent during Diwali.
The
screens will be sold along the train wraps as a part of the advertising
package. There's no better outdoor mass media product for advertisers as Indian
Railways as it gives them a pan-India presence. Railway minister,
Suresh Prabhu added that the Indian Railways is targeting to get almost 20-25%
of its revenue from non-fare segment, dominated by advertising.
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