BANGALORE: South Western Railways (SWR) has decided to put off its plans to allow the exteriors of Karnataka Express to be used by advertisers in return for a fee and housekeeping services, on the lines of the Rajadhani Express. The decision has been taken in view of the advertising companies offering very less money.
SWR came up with the proposal for giving the exteriors of Karnataka Express for advertising, after the Delhi division of the Railways got good offers from advertising agencies from all over the country for advertising on South India-bound Rajadhani Express trains.
Very few agencies responded to SWR’s proposal and offered less money than expected. Therefore, the plan has been put on hold.
Arun, the vice-president of one of the advertising agencies that had sent its offer for advertising on Karnataka Express, said that there was a lot of difference between Rajadhani Express and Karnataka Express. “It is difficult to find a company that will be willing to spend money on par with what is being spent for advertising on Rajadhani Express now, due to the ongoing recession.
According to the specifications, the housekeeping services should also be provided by the advertising agencies.
“Due to these reasons we had offered lesser amount than what was being given for Rajadhani Express and the Railways did not accept our offer,” Arun said.
Senior DOM of Delhi division, KM Pandey, said, “Peacock Media Limited is giving us Rs 33 lakh per year for every rake, for advertising on the exteriors of South India bound Rajadhani express trains. According to the agreement, they will use the exteriors of six rakes each of the Rajadhani express trains bound for Bangalore, Chennai and Trivandrum, and the agreement is for five years”.
Apart from paying the money, the company is also taking care of secondary maintenance of the rakes.
Peacock Media Limited has given the contract of providing housekeeping services to CTS. Besides maintaining the cleanliness in the trains, the service provider provides soaps, deodorants and tissue papers to the passengers.
The rakes of the Bangalore- bound Rajadhani express trains have the advertisement of Airtel phones on their exteriors.
madhusudhan@expressbuzz.com