Chakradharpur Division of SER cementing brand on wheels, Dalmia Cements, SER partner for Freight Trains

CHAKRADHARPUR: The Chakradharpur division of South Eastern Railway (SER) has implemented its latest initiative Branding on Wheels, which it hopes will be a revenue-spinner, on a freight train. The Dalmia Cement (Bharat) Limited and the South Eastern Railway (SER) have jointly inaugurated a unique freight train here on Saturday.

The train is the first-time initiative rolled out by the SER for the private sector where companies can avail of branded freight train rakes for their own captive locations bringing efficiency within the network and ensuring business continuity.

The railways on Saturday entered into a Rs 1.5-crore contract with Dalmia Bharat Cement to display the latter’s advertisements on the exterior of the freight train, said Manish Pathak, Sr.DCM of Chakradharpur Division and spokesperson. “It’s a five-year contract worth Rs 1.5 crore where we are displaying the brand on the exteriors of 300 wagons of five rakes. This display on the freight train will give wide publicity to the brand across the country. It is an innovative mobile advertisement, which is part of our Branding on Wheels initiative,” he said.

This comes on the heels of a similar branding initiative on the popular Steel Superfast Express running between Tatanagar and Howrah to mark the centenary celebrations of the naming of the steel city under the theme Jamshedpur on Rails. Here, Tata Steel was the SER’s client.

Pathak said they were hoping these mobile advertisements generate both buzz and revenues. “Apart from generating (NFR) non-fare revenues, these initiatives will benefit the railways and the brands, be it Tata Steel or Dalmia Bharat Cement. We are exploring similar tie-ups with other business houses,” he said.

The DCBL and the SER have agreed for running five such fright trains. The first train was delivered to the DCBL on Saturday following its inauguration in the presence of Chakradharpur DRM Chhatrasal Singh, Chief Freight Transportation Manager Varinder Kumar, Cheif Commercial Manager Mohammad Owais, Dalmia Cement, Manufacturing (East) Executive Director Sunil Gupta. The rest of the freight rakes are expected to be completed by July 2019.

“We are extremely excited to roll out this initiative for the first time in partnership with the private sector. We are happy that Dalmia Cement (Bharat) Limited came out proactively and was the first to partner with us,” said DRM Singh.

“The Dalmia Cement (Bharat) Limited’s tie-up with the Railways is unique and we expect this to go a long way in addressing cement manufacturers’ long time problem of meeting production deadlines and transportation challenges due to limited train rakes,” said Gupta.