Indian Railways turns locomotives into moving billboards

In a move that highlights Indian Railways’ increasing focus on non-fare revenue, the Waltair Division of East Coast Railway has awarded a commercial advertising contract to brand ten WAP-7 electric locomotives. Officials state that this initiative aims to monetize high-visibility assets while maintaining operational efficiency and safety standards.

The three-year contract, which will be valid until 2028, was finalized through an e-auction process and awarded to a Delhi-based catering and hospitality services firm. The selected locomotives will display company-approved advertisement designs, which will be applied in strict accordance with technical drawings and prescribed safety and maintenance norms.

Each locomotive will have approximately 38.56 square meters of display space. Railway authorities have assured that the branding will not interfere with routine maintenance or performance parameters. This contract is expected to generate an annual licensing fee of over Rs 7 lakh, with the total value exceeding Rs 26 lakh over the contract period.

Divisional Railway Manager Lalit Bohra stated that this program underscores the division’s commitment to innovative asset utilization. He emphasized that operational priorities remain the top concern, and safety, reliability, and performance standards will be fully maintained.

Senior officials noted that non-fare revenue initiatives, including advertising, station branding, and the commercial utilization of railway spaces, have become increasingly important for financial sustainability. They added that the locomotive branding program aligns with Indian Railways’ broader strategy to diversify income sources and optimize asset utilization.