Bhubaneswar: The Bhubaneswar-New Delhi Rajdhani Express is being given a new look to popularise and promote Odisha’s rich culture and tourism as it meanders its way through places and countryside.
The East Coast Railway and State-run PSU, NALCO have joined hands for this mission. In the coming months, the train’s exterior will be vinyl-wrapped with images that celebrate the state’s rich past, its temples, artworks and pristine tourist destinations.
NALCO will sponsor high-quality designs on vinyl wrapping sheets on each of the three Rajdhani rakes comprising 15 coaches each. According to an EcoR statement, NALCO would be paying Rs 3 crore per annum as sponsorship fee.
The designs have been made such that each coach will have a distinct display, the statement said, adding they will promote three themes – dance forms, archaeological monuments and flora & fauna of the state.
Rajdhani provides daily service between Bhubaneswar and New Delhi, traversing through harkhand, West Bengal, Bihar and Uttar Pradesh.
“This will go a long way in promoting tourism potential of Odisha and promote traditional Odishan art,” said Principal Chief Commercial Manager of ECoR, Ajoy Behera. The agreement was signed between him and DGM of Nalco Lalatendu Das.
NALCO’s designs and logos will also feature on the coaches. Reputed designers and agencies have been engaged for the exercise, the statement said.
While this is the first initiative of its kind in Odisha, vinyl wrapping initiative has been a huge success for railway zones, especially with Rajdhani express trains. Vinyl wrapping is an initiative of India Railways under its non-core revenue generation programme.
Rajdhanis are premier trains and using its exterior for promotional activities has caught the imagination of one and all. The Patna Rajdhani, with tastefully done Madhubani paintings on its exterior from end to end, is one such example. The colourful look has won plaudits from various quarters.
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