Orange Innovations boards Shatabdi trains with innovative media

OOH firm Orange Innovations is perhaps the first in the country to introduce LCD screens on trains for entertainment and advertising. The firm has been awarded an exclusive contract by Northern Railway to put up 9” LCD screens on nine Shatabdi trains. Orange Innovations has put the screens on the seat backs.

Northern Railway awarded the contract with the express purpose of offering high quality infotainment to passengers travelling on the Shatbadi trains. The screens also double up as OOH media for advertising.

Orange Innovations has installed the screens on the Delhi-Chandigarh Shatabdi trains and will shortly install the same on the Delhi-Amritsar Shatabdi train. Commenting on this initiative, Kunjan Arora, Execute Director, Orange Innovations, stated that the first phase of the project has been kick started with the two Shatabdis that connect Punjab. 

The 9” LCD screens are purely meant to offer entertainment to the passengers and engage them during their travel, at no additional cost to them. With various channels for amusement, along with live TV being offered to individual passengers, they will get more than their money's worth when they now travel on the Shatabdi trains.

The passengers have to tap in their PNR numbers to commence viewing. In addition to the TV entertainment, they can also access shopping portals, radio channels and also get live feeds off the BSE ticker without the channel viewing being interrupted.

Moreover, with 2,500 seats equipped with 9” LCD screens and the two Shatabdi trains recording 95% occupancy rate, advertisers on this media can look at a captive audience for 9 hours on a daily basis on the Delhi-Chandigarh-Delhi train and close to 12 hours on the Delhi-Amritsar-Delhi train.

With an assured passenger strength of about 10,000 per month, the brands have an opportunity to reach out to their audiences and get a definitive record of viewership to calculate reception.

The brands can choose to advertise through various options which include, sponsoring a channel, taking up a 20 second spot for a TVC or screensaver branding on the start-up screen. The first 15 minutes of the journey will be dedicated to one brand advertiser, which will create a positively impactful influence on the passenger.

The contract has paved the way for a new OOH platform taking TVCs and digital representations of the brands into the outdoor, integrating the two varied advertising forms. With nine Shatabdi trains under the radar of the project, this can be a very promising development for OOH advertising on transit media.