The Hindu Business Line : Max New York entrains Rajdhanis for a brand chug

New Delhi, July 8 Ads on trains are catching up. Max New York Life is the latest company to partner Railways to utilise the exterior as well as interior branding opportunities in the Chennai, Bangalore and Trivandrum Rajdhanis.

Under this arrangement, which would initially be valid for six months, the entire train would be vinyl wrapped in Max New York Life brand colours on the outside and brand signage would be on display inside the train as well. The first such train, Bangalore Rajdhani, was flagged off today from Delhi by Mr Rajesh Sud, Deputy Managing Director, Max New York Life Insurance.

The branding exercise as well as provision of better amenity services are being done under a public private partnership initiative of Railways, which had roped in CTS Management (for facilities management) and Peacock Media (advertising rights).

The aim of the PPP is to increase customer service standards for passengers using these Rajdhanis.

Speaking on the occasion, the Division Regional Manager, Northern Railways, Mr. Rakesh Saksena, said, “Max New York Life would provide passengers on three routes of the premier Rajdhani Express trains viz., Delhi – Bangalore, Delhi – Chennai & Delhi – Trivandrum with upgraded services like high quality flooring, clean toilets, soap dispensers, tissue paper dispensers, deodorant based toilet flushing system in toilets, automated fragrance dispensers in the compartments and trained housekeeping staff on-board to maintain these services throughout the journey.”

Flagging off the train, Mr Sud said train advertising of this kind was a great platform for brand visibility and interaction with potential customers.

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