DIMAPUR — The
Northeast Frontier Railway (NFR) has achieved commendable progress in
generating non-fare revenue through various innovative advertisement
initiatives during the period from April to December 2024.
With a focus on optimising earnings from non-operational
sources, NFR successfully implemented targeted strategies, contributing to an
overall generation of approximately INR 3.5 crore during April-December 2024
from advertisement on station premises and trains, NFR stated in a press release.
Digital advertisements at major stations such as Guwahati
and Kamakhya have provided businesses with a platform to reach their target
audiences while enhancing the passenger experience with engaging content.
“Additionally, advertisements have been strategically placed
at locations such as the Siliguri city booking office, and the circulating
areas of New Jalpaiguri and Katihar stations, further boosting revenue.
“Outdoor advertisements, including hoardings and flex
boards, were also prominently placed in high-visibility locations,” it stated.
According to FNR, revenue from outdoor hoardings contributed
approximately INR 1.82 crore during the period.
“Hoardings have been placed at critical locations such as
Guwahati, New Jalpaiguri, Rangiya and New Bongaigaon stations. Strategic
placements near infrastructure points like the Sivoke Station bridge and Damdim
have also played a crucial role in capitalising on high visibility and footfall
in these areas,” NFR stated.
“This initiative has provided brands with extensive
opportunities to connect with large audiences while maximizing the value of
railway assets.”
In addition to traditional advertisements, NFR informed that
it has embraced innovative approaches such as vinyl wrapping on train coaches,
which have generated approximately INR 1 crore in revenue.
Trains like 22502 (New Tinsukia - SMVT Bengaluru) Express,
Guwahati - Okha Express (15636/15635) and Agartala - Karimganj DEMU Special
(07679/07680) “were wrapped in vibrant advertisements, transforming them into
mobile platforms for brand promotion.”
The initiative also included vinyl wrapping for both the
interiors and exteriors of trains such as the Intercity Express (15713/15714)
and Shatabdi Express (12067/12068), offering brands extensive visibility as the
trains traversed multiple regions, it stated.
Further, digital advertisements and location-specific
contracts also contributed significantly to revenue.
“Glow signboards and digital ads were installed at foot
overbridges at major stations such as New Jalpaiguri and Guwahati, adding
modernised advertising options.
“Advertisement rights for circulating areas of key stations
such as Agartala, Lumding, and Bongaigaon have been awarded, ensuring
consistent monetisation of railway spaces,” the release added.
