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
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories