Railways to come up with 17 new media packages soon

Revamping the avenues to earn non-fare revenue, Indian Railways is coming up with 12 tender packages for outdoor media opportunities at railway properties and 5 packages for train vinyl wraps and internal media for various zones under IR. These packages will be notified this month, while packages involving Delhi and Mumbai will be out some time in March.

Bharat Rajamani, Executive Director, EY, explained, “Indian Railways has taken a different approach, which is rights-based as opposed to the earlier inventory-based approach. This means that all rights of one particular zone will be given to a single aggregator with restrictions only from a negative list. This is aimed to bring in freedom to practice innovations in outdoor media in the railways spaces.”

EY’s team has done extensive surveys across 125 stations and interacted with over 6,000 passengers to understand various factors like brand recall, most prominent spots in stations and other important metrics. “Apart from that, we engaged with multiple brands and aggregators and incorporated their feedback. Based on the market feedback, and revenue potential of IR assets we have designed these packages for advertiser, Rajamani added.