Indian Railways to have ad campaigns on platforms and trains
Modernization of Indian Railways is a hot topic these days. The present government has been laying a lot of emphasis, to improve the passenger experience. With the recent news of railway budget taking a back seat; the railways ministry seems to have worked out a smart idea. They are going in for ad campaigns and branding, on railway platforms, bogeys, to bring in additional revenue. The other hotspots for branding include tracks, crossings, stations, or bridges. LED screens will also be used for brand advertisements.
In the initial phase of the plan, only premier trains and select stations are being considered (for implementation). Shatabdi and Rajdhani trains will be included in the first phase.
According to Times of India, the Indian Railways has prepared a proposal to sell media rights for branding entire trains and stations on a long term basis. This non fare revenue policy is still being finalised and is expected to get final approval next week.
The government is planning to use this revenue collection, by installing ATMs and, to offer entertainment services to the passengers.
“Currently Railways earns less than 5 per cent of its total revenue through nontariff sources. Our aim is to raise it substantially through concrete offers,” a senior Railway ministry official said.
The Times of India says that the plan was put forward after Prime Minister Narendra Modi asked the railways to raise revenues without a hike in passenger fares because of the upcoming Assembly elections in five states. The state run transporter has a target of earning 2,000 crore from non fare revenues.