RAJDHANI EXPRESS

Intro
V.O.L. – Hindi: Aaj ka Hindustani…

M.V.O. Begins: In step with the world!

India is as diverse as she is beautiful. For decades her generations have traveled the length and breath of the land on the lifeline of the nation, an endless road; the longest railroad in the world.

Northern Railways open their doors to advertisers
The Delhi area, comprising New Delhi, Delhi, Hazrat Nizamuddin and Delhi Sarai Rohilla stations, maintain more than 50 trains intensively on a daily basis. Among these are the twelve eminent pairs of the Rajdhani Express. They are intensively maintained here, where they originate: New Delhi and Hazrat Nizamuddin. For the average Indian and for those descendents of Indians born in far away lands, the Rajdhani Express holds a glint of magic, the majesty of passage, and the original romance of travel as it should have trickled into the modern world. It’s a story of opulence, a never-ending journey of time.

So many people, so many miles, so many expectations.
Super: From Dibrugarh/Guwahati in the east to Trivandrum/Chennai/Bangalore in the south.

The promise of adventure takes us all away from home. Makes strangers of us on long haul journeys touching such significant commercial hubs as Bhopal, Nagpur, Bangalore, Secunderabad and more. Popularity breeds consensus. The Rajdhani Express is teeming with mobile humanity across the nation everyday. Given the long attention span of these passengers, tremendous potential for advertising remained untapped until now. That and the need for upkeep under the strain of passing millions are primarily important to maintain passenger interfaces, cleanliness and excellent amenities.

Due to excessive utility, good quality exterior paint with high gloss value can be provided. And, newly developed procedures exist to upgrade amenities quickly in a mechanized fashion delivering high productivity and customer satisfaction.

Railways search for a suitable partner
The answer: a public private partnership between the railways and an advertiser. Wherein, the selected partner attains specific advertising rights in a particular train group of the partner’s preference. The rationale for the association in improving passenger interfaces is based on the fact that brand advertisers may like to associate their brand with a product to passengers' liking and also be perceived as an agency striving to improve passenger facilities. Additionally, depending on the life span of amenities, as indicated by the railways, the partner shall maintain stock provisions for consumables and replacements. All of this spans the duration of the contract. On their part the railways shall extend complete support to the partner in locating approved products, sources of their supply as well as approved processes and agencies capable of execution.

Peacock Media Steps in
No wonder than the answer is among India’s fastest growing out-of-home media companies, Peacock Media Ltd. Peacock’s value proposition to the railways comprises advertising and vinyl wrapping combined with upgrading coaches in the train. (Visual: A mock coach is prepared)

Peacock Media has already won the bid for 3 Rajdhani Trains. We have tied-up with CTS for maintenance of cleanliness. Long distance travelers can now expect comprehensive, mechanized, long lasting coach interior and exterior cleanliness using enhanced tools and components. The use of high pressure jet machines, portable single disc mini scrubbers and other specialized tools are essential along with better materials.

Visual: The fully upgraded train with Airtel branding on it is flagged off.

Upgraded interiors of the Train
Inside the train it’s all a different story now.
• Long lasting, improved gloss exterior coach painting.

• Synthetic matting for entrance doorways & vestibule passages.

• Abrasion resistant, homogenous, single ply PVC flooring in accordance with RDSO's specifications.

• Modern, durable & more hygienic toilet amenities including consumables.

• Retro-reflective Exterior & interior destination & other information tags.

• Comprehensive, mechanized, long lasting coach exterior & interior cleaning using better tools and components.

• Buffing of metal

12. Passenger feedback. 13. News Coverage-electronic and print. 14. Benefits to the Indian Railways and passengers from the collaboration. 15. What more can be done in this arena.

With all this and more on the way, traveling on the world’s longest railroad will never be the same again.