Eastern Railway has floated a tender as part of a two packet system for advertisement rights of exterior vinyl wrapping of its coaches for a period of five years. While packet 'A' shall contain the technical bid, packet 'B' will contain the financial bid. These rakes ply in the suburban section of the Sealdah division in Kolkata.
The available ad display area on each rake of 9, 10 and 12 coaches is 4529 sq. ft, 5075 sq. ft and 6181 sq. ft respectively. While the earnest money deposit (EMD) for these are in the range of Rs 9,000-13,000, the annual reserved license fee will be in the range of Rs 4,84,000-6,60,578, depending on the available display area on each rake. This will be compoundable by 10 per cent annually.
As per the guidelines mentioned in the tender, only colours in shades of peacock blue, crimson red and golden yellow can be used for painting or wrapping the coaches.
The tender notice also states that reputed firms or agencies with relevant experience in outdoor advertising, government/government undertaking organizations and private sector companies are eligible for the contract.
A senior media planner shares how trains have evolved as a media and how, besides plain branding, a lot can be done by bringing in the interactive elements. He cites the example of India's largest bourse by turnover, the National Stock Exchange (NSE), which recently started using the Rajdhani Express trains for its awareness campaign. The programme kick started on April 28 with the idea to empower the market participants and enhance the trading experience through focused and relevant market related education.
The last date for submission of tender documents for the Sealdah division is June 25.