Initiative Media’s outdoor division, Aaren Initiative, has signed a one year contract with the Central Railways authorities to advertise inside the trains. It has bought space inside the Deccan Queen and Deccan Express that ply between Mumbai and Pune.
According to the agency about 8-10 clients have already shown interest in advertising within the trains. Of this, four have committed to buying space. Among the first two clients are AT&T and Pantaloon.
The three month contract for branding a train on the outside will cost up to Rs 15 lakhs, putting the brand inside would be nearly 60 per cent cheaper.