Indian Railway Ministry to Increase Revenues by Promoting Films, TV Shows Through "Promotion on Wheels" Trains
A Railway Ministry spokesperson revealed the team behind the Akshay Kumar project, Housefull 4, has already booked a train for the film’s upcoming promotions. How cool is that!
The Indian Railways has been struggling to deal with high operation cost while raking in lower revenues at the same time. In order to stay functional, the Railway Ministry has come up with a unique and great idea to help sustain its business. It plans on increasing its income by promoting movies, art, culture, sports and even television shows. The railways permits trains to be booked for promotional activities under a new scheme called "Promotion on Wheels", under which special trains will be made available for promotion. In interesting news, the team behind the Akshay Kumar project, Housefull 4, has already booked a train for the film’s upcoming promotions.
The first special "Promotion on Wheels" train will leave Mumbai Central on Wednesday and reach New Delhi on Thursday. It will comprise eight coaches by the Indian Rail Catering and Tourism Corportation (IRCTC) and the Western Railway, in coordination with the Housefull 4 team, carrying celebrities and mediapersons alike.
According to a press release issued by Western Railway spokesperson Ravinder Bhakar, the train will pass through several states including notable districts such as Surat, Vadodara and Kota. "Under this initiative, the railways has approached many major production houses with upcoming films to use these FTR (Full Tariff Rates) trains to facilitate pan-India publicity and promotions of films across the length and breadth of the country. The IRCTC shall be the nodal agency for handling such trains," it said. The IRCTC will undertake attractive and thematic vinyl-wrapping of these promotional trains, keeping in view that the trains will be crisscrossing the country. On another note, the Housefull 4 cast will also be making an appearance on The Kapil Sharma Show to promote the Sajid Nadiadwala film. Akshay revealed that while he has several projects in the pipeline, Housefull 4 remains one that is close to his heart.