Branding on the move

The Concept
• The Brand Train is an initiative by the Railway Ministry of India whereby an
entire passenger train is offered to a marketer for branding for 6 months.
• This initiative is a part of the public-private partnership (PPP).
• The initiative was started with an objective of garnering additional revenue for
the Indian Railways.
• This enabled marketers to provide a live and focused brand experience to
consumers.

Some interesting facts on a passenger train
• A Rajdhani or Shatabdi has more than 80 per cent new passengers on every
trip, unlike local trains.
• Average of 1,000 passengers on a one-way journey .
• Stops at key stations across India which invites a huge send off and receiving
crowd .
• Average travel time for a southbound Rajdhani is 30 to 46 hours one way.