Amritsar bound 'Swarn Shatabdi' train mortgaged to a Real Estate Company for Rs. 50 Lakhs

By Jagmohan Singh
AMRITSAR: Amritsar-New Delhi 'Swarn Shatabdi' a VIP train now camouflages the title of OMAXE Construction Company known for Real Estate and Construction business. The interior and exterior of the train has been fully masked with the big comprehensive catalogs of the company.



OMAXE Construction private builders, who have already established themselves in the world of Real Estate, now captured the entire train (Swarn Shatabdi) projecting their various residential and comnmercial projects.

Indian Railway has fully mortgaged the interior and exterior of all bogies over to OMAXE Construction who have pasted all the tables adjoining to each seat of passengers with catalogs giving site plan even all the window glasses were not speared inside the train. Not only this, even, color of the exterior of all the air conditioned coaches, were given new touch as per the insignia of the company.

'Swarn Shatabdi' consisted with thirteen  Chair cars, three executive cars known as EC and two power car mean total eighteen coaches have been painted freshly as desired by the construction company, even toilets and washroom  are not spared, also singing songs for OMAXE.

As per the data provided the Railway Authority, daily 2000 passengers from elite class of the society travel in this VIP train including NRIs, reach industrialists, money and lenders who are keen to invest their funds in the Real Estate business and it was the main reason for the company to choose this train for the source of advertisement.

Railway official with the condition of anonymity disclosed that this contract for advertisement was given with the motive to earn revenue but undue favour was extended to the company when contract was awarded on cheap price as 50 Lakhs per annum.

Catalogs of the company tells passenger about site plan of their projects prepared at Noida, Cahndigarh and Ludhina etc.

When contacted the Railway official to know about the contract awarded to OMAXE, refused to say anything but said that tomorrow on March 12, DRM (Divisional Railway Manager Ferozpur) Vishvesh Chobey, CMD, OMAXE   Rohtash Goel were arriving in Amritsar who would give detail about the project before the media. 

However, OMAXE Construction (the brand partner), Peacock Media (media agency) said that this is a unique advertising model of Indian Railways in which not only the branding is done thru coach exterior wrapping and display panels inside but also passenger amenity services are offered to thousand of passengers everyday. Apart from earning of Rs. 50 Lakhs per annum by Northern Railway for this train, the advertiser has to provide certain passenger amenities for upgrading coaches for better service experience of passengers.

Talking to Punjab Newsline about the amenities company spokesman said that Abrasion resistant, homogenous, single ply PVC flooring in toilet areas, Synthetic Matting for entrance doorways & vestibule passages, modern, durable & more hygienic toilet liquid soap, tissue paper, hand towel dispensers including consumables for round trip, Retro-reflective Exterior & interior destination & other information tags & panels, On-Board Housekeeping Services for the attention of toilets and coach area during its run and Modern, good looking mirrors on wash basins.