Railways is ushering in OOH industry friendly policies: Dr Anup Dayanand Sadhu
By M4G Bureau - October 10, 2014
Dr Sadhu explained how stations (hoardings, CCTV, dual display system, PA Systems), trains (vinyl wrapping of coaches, on-board infotainment), stationary items and level crossing gates are potential areas for revenue generation
Speaking at the first Karnataka Talks OOH! Conference organised in Bangalore on October 9, Dr Anup Dayanand Sadhu, Sr. Divisional Commercial Manager, Bangalore Division, South Western Railway (SWR) said it was perhaps the first time any Railways official was addressing "such a distinguished gathering of advertisers and contractorsâ€.
Speaking on the topic of "How Railways can contribute to accelerated OOH growth in Karnatakaâ€, Dr Sadhu gave deep insights into the facts and figures of the advertising targets set for the Railways and its agenda to achieve it. He laid emphasis on the fact that Indian Railways, being the 3rd largest railway network in the world, with 7,000 railway stations and carrying over 23 million passengers daily, has a huge potential to generate revenue through advertising.
Dr Anup mentioned about some of the favourable policies like the extended period of contract up to 10 years, and no escalation of licence fee up to 3 years that will attract advertisers. Talking about various assets for commercial publicity, he explained on how stations (hoardings, CCTV, dual display system, PA Systems), trains (vinyl wrapping of coaches, on-board infotainment), stationary items and level crossing gates are potential areas for revenue generation. In fact, SWR is the pioneer of on-board infotainment where the Mysore Division generates around 25-30 lakh.
Dr Sadhu spoke about new concepts like wagon advertising and invited innovative ideas. Discussing about the problems and complications in the tender process, he ensured a clean and steady tendering procedure for advertisers.
During the session, a few industry leaders put forth issues that they faded when raising contract prices of the railways and the problems they face with the clients. And the discussion was not limited to the city of Bangalore. They also raised queries on opportunities in the tier two cities like Hubli, Belgaum and Dharwad. Sometimes it so happens that due to the lack of proper channel for approach and lack of co-ordination between the Government officials, the advertiser or the contractor is in a fix about his tender. The session concluded with Dr Sadhu assuring the industry that SWR will be open to new and innovative ideas, and will address any issues raised by the industry on merit.