Redeveloped railway stations will be compelling ad destinations: SK Lohia

At 14th edition of Outdoor Advertising Convention 2018, Sanjeev Kumar Lohia, MD & CEO of Indian Railways Station Development Corporation (IRSDC) spoke about the new advertising avenues that will be created at the redeveloped railway stations. IRSDC is mandated to redevelop 600 stations across the country. The vision of IRSDC is dictated by four key pillars — improving passenger amenities, facilities, and station infrastructure, positive customer experience, development of iconic stations in-line with the city’s character and commercial utilisation of surplus railway land, he said. Speaking about the IRSDC, he said that 13 stations are to be redeveloped initially, of which work at 2 stations is nearing completion.

Pointing to the potential for advertising at the stations, Lohia said, “85% of passengers prefer to spend time at platforms while waiting for a train, 46% of the total passengers wait for more than 20 minutes at railway stations and 80% of the respondents showed recall of advertisements in stations.”

He also spoke about the enablers created to tap the value through cross-functional directorate, long-term concessions awarded for station development, station development contracts designed as complete packages and new-age advertiser-friendly policies.