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.

• 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.

Some interesting facts on a passenger train

Cost Matrix

• The license fee for the activation is Rs 25 lac per year per route.

• The expense of the upgrading and up keeping of the train is Rs 1 Crore.

• The Medium is available for 6 month/180 days.

• Choice of route is available.

• Presently Peacock media has the rights for 5 rakes for 6 month.

Benefit Analysis

• Opportunity to engage the consumer with a direct and focused approach.

• Consumer gets to live the brand.

• A consumer spends an average of 30 hrs on a one way journey with the brand.

• The Consumer base is new for every trip. Considering the Branding license is for 6 months this is a huge cost effective opportunity in acquiring new customers into the fold.

• The Marketer gets to create a unique and unparalleled brand experience for the consumer.

• Curiosity among Secondary Consumer Base. Visibility at stations where crowds come to receive/see off people. This exercise generates curiosity.

• Huge WOM driver.

• Achieve huge mileage through PR.

Cases

Pepsi Blue Billion Express

Pepsi's "Blue Billion Express”

Kurkure Masti Express

• Kurkure Bangalore-Hubli Summer Special and Kurkure Bangalore-Chennai weekly train.

• The first branded train of Indian Railways named after a corporate brand — Kurkure, brand owned by Pepsi.

• Passengers on board the Nagercoil-bound train received free packets of Kurkure as an inaugural gesture.

Airtel Barriers break

Max New York Life…..creating an experience

• The entire train was branded by Max New York Life.

• It included, toiletries, napkins, tabletops, lights, the crew uniforms etc.

• There were additional dispensers which contained product related literature.

• There were Max New York Life Advisors on board who would advise, capture consumer profile and even sell policies on board.

Thank you!