NSE aboard Rajdhani

The next time you board a Rajdhani Express, you will have company of a yellow-ish orange vinyl livery advertising nothing less than National Stock Exchange (NSE) itself. It is not everyday that you see NSE coming out and advertising itself ' as a matter of fact, this is the first time India's largest stock exchange body is doing so! This is special. This is epic.

NSE, for the uninitiated, has a market capitalisation of around INR 47,01,923 crore and is jointly owned by a set of financial institutions. NSE's ownership and management operate as separate entities and there is said to be at least foreign investors, namely, NYSE Euronext and Goldman Sachs, who have stakes in the NSE.

Now, according to the grapevine, NSE recognized the need of connecting with the masses in big cities with substantially large population, hence the decision of advertising on Rajdhani Express trains seemed quite in sync with their grand plans. As a result, Peacock Media was immediately called upon for its services.

Peacock Media takes pride in being one of India's fastest growing media shops in the OOH spectrum. Speaking exclusively to Adgully, Prasenjeet Bagchi, VP - West - Sales & Marketing Group, Peacock Media, said "Peacock had acquired the rights for this from Indian Railways on a PPP (Public Private Partnership) Model and developed the full train external vinyl wrap and internal mediums including visibility, activation and experiential mediums."

The creative of the campaign illustrates the map of India in a cup of coffee, a fisherman's net and a splash of colours on a man's shirt to convey different messages. The creative designs reflect on the reach and width of NSE and the advert tagline says "Engine that fuels a billion dreams."

Bagchi commented further that "the medium deliveries are 85,000 per day eye balls assured of the external vinyl wrap, while internal mediums are consumed by 1500 passengers per day. What makes the medium unique is its high and impactful reach with long duration consumption in a receptive environment, with complete exclusivity."

With this campaign, Peacock Media has gone for the overkill ' it's not just a couple of coaches but the entire Rajdhani Express train that will be stickered bright ' inside and out ' promoting NSE's intent of conveying its message, ""Soch kar, Samajh kar, Invest kar''. An element of lightness is going to be maintained to connect with consumers through pictographs and comic strips.

This one-year long campaign is expected to attract three crore eyeballs negotiating 34 locations across eleven states.

Bagchi revealed, "Peacock Media has three south Rajdhani Routes (Chennai, Bangalore & Trivandrum), one east Rajdhani Route (Sealdah) and one north Shatabdi Route (Amritsar). More Rajdhanis, Shatabdis and other premium trains are in the process of acquisition."

This is a massive campaign in terms of visual area as well. As much as 25,000 square feet of NSE advertisement will be stickered onto the Rajdhanis ' and then are other formats like in-cabin audio announcements and branded uniforms of the housekeeping staff. Peacock Media is expected to be paid in tune of INR 2.85 crore per train for one year by the NSE.

For the record, this advertising medium has previously been made use of by established players like Airtel, Max New York Life Insurance, Kerala Tourism, Omaxe, Domex, Lifebuoy and ITC Fiama D Wills.