Railway Underbridges: A New Canvas for Advertisers

Northern Railway's Jammu division conducted its first e-auction for advertising rights on five underbridges. The three-year contract is poised to generate Rs 44 lakhs, enhancing non-fare revenue. These underbridges offer strategic visibility for brands, reaching thousands daily.

The Northern Railway's Jammu division took a novel step on Saturday, launching an e-auction to allocate advertising rights on five strategic railway underbridges.

This initiative marks a unique move towards increasing non-fare revenue, said Senior Divisional Commercial Manager Uchit Singhal, who confirmed it was their first online bidding event for such rights.

The auction's success promises Rs 44 lakhs over three years, leveraging the daily high footfall at these sites for brand visibility, Singhal added.

(With inputs from agencies.)