Western Railways Mumbai nets ad revenues of Rs 80mn

MUMBAI: The Western Railways (WR) in Mumbai has grabbed a total amount of Rs 80 million from advertising on railway properties in the previous financial year. The corresponding figure for the entire division (outside Mumbai city limits) is only Rs 115 million.

While speaking to, WR's chief public relations officer Shailendra Kumar says, "Mumbai city makes a major contribution to the total advertising revenues obtained by WR. However, advertising revenues lag way behind the freight and passenger tariffs, in the scheme of things."

The WR, Mumbai division, has tried out several innovative schemes to encourage clients to increase their advertising spends. "Recently, we have come up with the 'video wall concept' and attractive glow signs. We have also forged collaborative partnerships with major companies. For instance, through a co-branding exercise with the Bombay Stock Exchange, we keep commuters informed about the highs and lows of the BSE sensex," says Kumar.

When questioned about the placement of TV screens showing Prannoy Roy-promoted NDTV India's 24-hour news broadcast at railway platforms, Kumar says: "The railways haven't directly given the mandate to NDTV channel. The railways sub-let video walls and other ad space to a marketing concessionaire or private contractors for a minimum guarantee. One of these agents in turn leased it out to NDTV. Moreover, the screens are placed in just five stations in Mumbai."

This is definitely some kind of a coup by NDTV because it is an exclusive arrangement and has resulted in huge unmeasured out-of-home viewing as well as great brand recall for the recently launched news channel.

When questioned about advertising on train coaches and rakes, Kumar adds, "Certain clients like Indian Oil Corporation and New India Assurance, for instance, come directly to us while others are routed through the ad agency. We have witnessed an upsurge in TV serial programme advertising - a recent example being Sahara TV's Karishma - The Miracles of Destiny."

However, Kumar doesn't expect to substantial increase in the advertising revenues in the next financial year.

Latest Reads
Lotus Make-up brings out women's inner shine

Lotus Make-up has created a new campaign with digital and social media agency WATConsult called #SparkleEveryday.

MAM Marketing MAM
Radio City makes us experience Mumbai

Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground.

MAM Marketing MAM
MP Birla Chetak Cement's new TVC is truly Rajasthani

MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films.

MAM Marketing MAM
Hitachi's new automated service platform

Hitachi Systems Micro Clinic, system integrator and a specialist in managing end-to-end IT infrastructure solutions and services, has announced the launch of an automated service delivery platform Hawkeye 3.0, which aims at enabling organisations to increase productivity and efficiency. The...

MAM Marketing Brands
The ins and outs of femvertising

MUMBAI: How many times have you come across ads that seek to empower women and ask them to take on the world (at times by using their product)? The general tendency of advertising in the seventies and the eighties was to objectify women in order to fascinate the ‘male audience’ to buy their...

MAM Marketing MAM
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories