The Allahabad Division of Northern Central Railways (NCR) has selected Saket Advertising Pvt Ltd as the OOH advertising partner for India’s longest train, the Prayag Raj Express. The Rs 85 lakh deal is for a period of three years, starting September 1, 2008. Other media owners in the fray for the business were Media Management and Sharp Advertising and Marketing Ltd.
Confirming the news to exchange4media, Abhishek Verma, an official from Saket Advertising, said, “Saket Advertising has bagged the three-year advertising rights for Prayag Raj Express, which is Asia’s longest train and also India’s first ISO-9002-certified train. The tender gives Saket the right to brand both the both Up and Down trains, wherein it will be branding a total of 52 coaches as well as look after the maintenance of the AC coaches.”
Further to this development, the Allahabad Division of NCR is all set to roll out another tender for its 132 railway stations for which the proposal has already been sent to the commercial department of the Indian Railways for assessment.
According to a source close to the development, the minimum bid price for the 132 stations had been fixed at Rs 9 crore, and this time the NCR would be tendering out all its stations to one company for a period of five years. The selected company will have the sole advertising rights to brand the billboards, glow signs and kioks that exist in the vicinity of the stations.
Confirming the tender for 132 stations to exchange4media, Amit Malviya, Public Relation Officer for Allahabad division of NCR, said, “The Railways Board favours contract with a single company for offering advertisement space. Besides saving administrative hassles, it will be easier to deal with a single company. We will also issue guidelines for beautification of stations as smaller stations would also get a face-lift.”
The Allahabad Division of NCR is the second railway zone in the country after Northern Railways to call for submission of tenders for its stations for Rs 130 crore. The major stations that will fall in the tender include Allahabad, Kanpur, Aligarh, Mughalsarai, Ghaziabad, Sikohabad and Tundla.