Search This website

Loading...

24/01/2010

Rajdhani trains have become moving billboards

Rajdhani trains have become moving billboards

Out-of-home advertising in India is no longer confined to hoardings and billboards at strategic locations. The country’s super fast Rajdhani trains have become moving billboards with technology making the wrap concept a major hit. One such example is that of the OOH initiative undertaken by Peacock Media to promote Kerala tourism.

Peacock Media specializes in displaying digital advertising platforms in public transportation vehicles such as long-distance buses and trains in India. The OOH firm has already wrapped a few other Rajdhani trains with advertising commercials of brands like Airtel and Max New York Life Insurance and has existing deals going on with Mindshare for HUL’s Domex and Lifebuoy-branded toilets, wash basins, consumables and audio spots running on trains.

Commenting on the wrapping of the Delhi-Trivandrum Rajdhani Express, Sandeep Chawla, Director, Peacock Media, said, “The train’s 17 coaches depict 17 places of tourist attraction in Kerala. As the train moves through 6-7 states, it will be advertising Kerala’s tourist spots among millions of potential domestic tourists.”

The Delhi-Trivandrum Rajdhani Express is claimed to be the first train with 17 different creatives used for the 17 coaches.

Peacock Media has a five-year contract with the Indian Railways, which also includes improving services inside the train. “In terms of maintenance, we have a full-fledged professional facility management and house-keeping agency, which maintains the train throughout the journey time with on-board house keeping services,” Chawla added.

The train, which sports the tag line, ‘Chalo Kerala’ in Hindi and ‘Go Kerala’ in English, journeys through the heart of India. This campaign is for a period of six months till June 2010. The traveling showcase is expected to reach out to more than 3 crore people across 10 states, including Delhi NCR, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Tamil Nadu, Maharashtra, Gujarat, Goa, Karnataka as well as Kerala. OOH advertising on long-distance trains is highly effective as each train is visible to nearly 60,000 people on every platform it crosses every day, most of which are unique audience. Also, such advertising builds responsible brand image as the services offered are seen as the brands’ CSR initiative. Such advertising also has extremely long attention span, say 16-36 hours in the case of Rajdhani trains.

The experiment has been successfully executed abroad. The Gatwick Express, which is a non-stop rail link between Gatwick Airport and central London, provides the same OOH advertising option with the advertisement pasted across the train’s exterior. Amtrak, the US’ financially struggling railroad, also turned its premium Boston-Washington service into a moving billboard.

However, for India, it is somewhat a new experience. “It is a new medium and the market has to accept the same, which in turn will decide the potential revenue for the medium,” Chawla pointed out. In this modern era of digital printing, fleet graphics, the wrap-around concept has added a new dimension to advertising opportunities. However, the biggest challenge for the successful execution of such projects is to have vinyl prints that would last long and withstand all kinds of weather conditions, let alone acts of vandalism.

http://www.exchange4media.com/OutOfHome/news.asp?Section_id=26&News_id=37036&Tag=2237

No comments:

Post a Comment

Note: only a member of this blog may post a comment.

PME Due Date

Master Circular No. 25



Copy of Railway Board’s letter No. 69/H/3/11 dated 06.12.1974



Subject: Implementation of the Recommendations of the Visual Sub-Committee.



6. Periodical re-examination of serving Railway Employees:



6.l. In order to ensure the continued ability of Railway employees in Classes A l, A 2, A 3, B l and B 2 to discharge their duties with safety, they will be required to appear for re-examination at the following stated intervals throughout their service as indicated below:



6.1.1. Classes A l, A 2 and A 3 —At the termination of every period of three years, calculated from the date of appointment until they attain the age of 45 years, and thereafter annually until the conclusion of their service.



Note: (l) The staff in categories A l, A 2 and A 3 should be sent for special medical examination in the interest of safety under the following circumstances unless they have been under the treatment of a Railway Medical Officer.



(a) Having undergone any treatment or operation for eye trouble irrespective of the duration of sickness.



(b) Absence from duty for a period in excess of 90 days.



(2) If any employee in medical category A has been periodically medically examined at any time within one year prior to his attaining the age of 45, his next medical examination should be held one year from the due date of the last medical examination and subsequent medical examination annually thereafter.



If, however, such an employee has been medically examined, at any time earlier, than one year prior to his attaining the age of 45, his next medical examination should be held on the date he attains the age of 45 and subsequent medical examination annually thereafter.




Ammendment: It was ammended in 1993 as below



Age Group PME Due



Age 00-45 every 4yrs



Age 45-55 every 2yrs



Age 55-60 every year
Details:-
As per Rly Bd's Guideline of Medical Exam issued vide LNo. 88/H/5/12 dated 24-01-1993

a) PME would be done at the termination of every period of 4 years from date of appointment / Initial medical Exam till the date of attainment of age of 45 years, every 2 years upto 55 years & there after annual till retirement.
b) Employees who has been periodically examined at any time within 2years prior to his attaining the age of 45years would be examined after 2years from the date of last PME & subsequent PME for every 2years upto 55years age.Of

NRMU 4 you
SMLokhande





6.1.2. Classes B-1 and B-2—On attaining the age of 45 years, and thereafter at the termination of every period of five years.