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Watch out for 3D ads on suburban stations!

Wednesday, September 12, 2018
By Jagruti Verma

It is very likely that soon you will be able to see 3-dimensional (3D) advertisements at suburban stations. Such ads are a step up for billboards. Here, the product looks more real and the ad is often interactive. The railways are looking for ways to strengthen their non-fare revenue options and as a part of the same, something grand is in the planning for Chhatrapati Shivaji Maharaj Terminus (CSMT).

“There is a plan to have 3-dimensional advertisements at major stations, including the CSMT. However, the move is still in the planning stage,” said a senior railway official, adding that specific details about the project cannot be revealed at this point.

Currently, at the starting end of the long distance platforms at Mumbai Central, there are certain installations of an eye-wear brand with mirrors in place of the glass spectacles. In this case, the passengers feel attracted to the mirror and interact with the ad as they gaze at their reflection. It is an example of an innovative ad.

In May this year, the Railway Board had asked all divisions to look for and invite non-fare revenue ideas and schemes to be implemented in their divisions. The idea is to decrease the dependence of the system on revenue collected by selling tickets and monthly passes.

“We have received various innovative ideas,” said an official. Some of these include selling wares on-board premium long distance trains and vinyl wrapping of coaches. The focus of these ideas is on selling of advertisement spaces on trains and in the station premises.

Given the footfall, the focus on advertisements is a strong point for the railways. In fact, there are also plans to sell advertisement spaces at self-ticketing areas and ATVM (Automatic Ticketing Vending Machines) as well as on bottle crushing machines.

According to information available on the Central Railway website, facility of table space at stations can be rented out for promotional activities. These spaces include a table, three chairs and a canopy, available from 8.00 am to 8.00 pm at the station premises. However, these must not interfere with commuter movement.

“Interested people should apply at least 7 days in advance,” reads the notice, adding that these spaces are provided by the station manager. In case of high footfall, at stations like CSMT, the price is Rs 88,500 for a day. At Matheran, the same will cost you Rs 17,700 and at Mankhurd, Rs 35,400.

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