RSS

Indian railways plans big to generate ad revenues.

30 Jan

Aiming at about Rs 2,000 crore earnings in a year, the railways today unveiled non-fare revenue (NFR) policy, allowing trains, level-crossings and areas along the tracks to be used for advertising.

The NFR policy envisages various schemes for revenue-yielding activities including train branding, rail radio scheme and using platforms for installing ATMs and renting out less-crowded platforms for wedding or teaching purposes across the country.

Long-term sustainability is not possible with revenue from just freight and passenger fare. “We have to explore non-fare revenue,” Railway Minister Suresh Prabhu said here after launching the policy.

The non-fare revenue policy comprises out-of-home advertising policy, train branding policy, ATM policy, content-on-demand and rail radio policy.

Prabhu said, “It is a new revenue stream and part of the Rail Budget proposal. We have set up a new non-fare directorate for it. Since April, our earnings from NFR has gone up by 41 per cent but we want to increase it more.”

The policy will offer branding of trains allowing internal and external advertisement and product sampling on trains on a long-term basis to big players allowing marketing flexibility thereby leading to higher realisation of earnings.

Advertisement through vinyl-wrapping of train exterior, including windows of AC coaches, and inside the coaches shall be allowed as per the policy.

There will be distribution of sample products free of cost for gauging passenger reaction to the product. However, no sale of products will be allowed in trains.

http://brandequity.economictimes.indiatimes.com/news/advertising/indian-railways-plans-big-to-generate-ad-revenues/56474812

Advertisements
 
Leave a comment

Posted by on January 30, 2017 in Uncategorized

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: