Top Story


Home >> Advertising >> Article

Railways to hire agencies for wholesale leasing of advertising space

Font Size   16
Railways to hire agencies for wholesale leasing of advertising space

After achieving excellent growth in passenger and freight earnings, the Railways has embarked on an innovative exercise to boost earnings – leasing out its advertising space through select agencies at the zonal level.

Making a departure from the earlier practice of retail leasing of individual hoardings, the Railway Ministry has directed its zonal offices to maximise ad space revenue through wholesale leasing of stations/group of stations/divisions through a process of competetive bidding to an agency.

Indian Railways is the largest provider of ad space through intrain and outdoor publicity space and the ministry officials believe that advertising and publicity contracts alone can generate revenues, which would be several times more than the total yearly earnings of Rs 50,000 crore.

In the first half of this fiscal year, the Railways earned Rs 25,467.91 crore of revenue, registering an increase of 15.74 per cent over the corresponding period last year and 4.89 per cent more than the budget target of Rs 24,279.91 crore.

The Railway Ministry has asked all GMs to ensure that all tenders concerning ad contracts are finalised within two months. It has also recommended that the licence fee of all the on-going earnings contracts be revised keeping in view their true potential.

Meanwhile, in a related development, Primesite, the Mudra Group arm specialising in out-of-home communications, has won Delhi Metro's 62 km wayfinding signage contract for which global tenders were floated.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

Recap brings you a round up of the important stories that made headlines this week.

Powered by advertising technology expert Yospace, Akamai’s Dynamic Ad Insertion is designed to help content providers offer greater monetization opportunities through online advertising, while maintai...

The second season of the show takes viewers on a profound journey to the homes of their favorite celebrities such as cricket icon Saurav Ganguly and Bollywood actors Sushant Singh Rajput, Radhika Apt...