"Our plans may sound too ambitious, but we are fast paced towards meeting them”

Shunning the ambiguity of bureaucratic plans, RP Thakur, Executive Director, Non Fare Revenue, Ministry of Railways, took us through the most advanced plans on infrastructures and technologies. Joined him was Bharat Rajamani, Director and Solution Leader, Marketing and Advertising Risk Services (MARS), EY, who shared more details of those plans and how OOH can effectively engage itself to that.

Approaching towards new-age OOH, Rajamani informed that Indian Railways is installing more than 1 lakh digital screens across 2173 stations, which will have 50% time of railway info while other 50% will have time inventory for advertisers. "Railway's mobile assets are expanding while new areas of mobile assets and getting explored. Railways is also looking at various innovations to club mobile phone engagements with OOH,” Rajamani informed. Railways is also modernizing regimental processes by increasing contract periods to new age advertiser-friendly policies.

"Our Railway Minister's vision may look too ambitious but we are fast approaching towards such dynamic growth. We have already developed our soft assets to a large level and re-developed 400 stations in new formats,” affirmed Thakur.