The Indian railways is all set to start branding trains in a bid to generate revenue without any increment in the passengers fare.
The new policy will lead to setting up of huge LED screens at stations, platforms and foot overbridges near railway stations for advertising
The Indian railways is all set to start branding trains in a bid to generate revenue without any increment in the passengers fare.
The proposal is on the verge of getting the final approval next week by the railway board.
As per the new policy, consolidated media rights can be bought for branding an entire train. Subsequently, the advertisements can then be used inside and outside the bogies, reports The Times of India.
A senior official, who spoke to the newspaper, said,"The railways has shunned the earlier approach of selling advertisement rights on a piece-meal basis and is ready with plans to award media rights for the entire train (both inside and outside) and stations on a long-term basis to big corporate players."
Initially, the branding will be kicked off through bidding process in a phased manner, starting with Rajdhani and Shatabdi services.
This has come after Prime Minister Narendra Modi focussed on modernising railways and increasing the revenue without putting the burden on the passengers directly by increasing the fare.
The new policy will lead to setting up of huge LED screens at stations, platforms and foot overbridges near railway stations for advertising.