August 07, 2000

 INDIA TODAY    |  HOME

Whole New Hue

Commuters on the western Railway line in Mumbai will actually face week-long morning blues. Thetrain has been painted the colour of sponsors BPL Mobile-a bright, cherry, blue. The company is shelling out Rs 20 lakh per year to target the captive audience of 29 local trains daily. "I think it's got fantastic recall value," says Girish Rangan, CEO BPL Mobile. It sure does. Central Railways, scared it might lose out on probable annual revenue of Rs 50 crore, has invited tenders from corporates. And companies are bidding like mad. Let's hope a facelift for the trains interiors is next.

-Leher Kala

Issue Contents