In a first for Indian Railways, IRCTC has awarded Sprite exclusive train branding rights for the Lucknow–Delhi–Lucknow Tejas Express, creating the country's first train to carry a brand name. Under the six-month agreement, Train 82501/82502 will be announced as the ‘Sprite’ Tejas Express at originating and en route stations, marking a significant evolution in transit advertising. The branding campaign will run from August 19 to November 11, 2026, following the issuance of a Letter of Acceptance to the beverage brand.
Beyond Exterior Wraps
While Indian Railways has previously allowed exterior train wraps as a non-fare revenue stream, this collaboration extends branding into the train’s identity itself. The move transforms a high-frequency public transport service into a larger media platform, offering advertisers repeated audio and visual exposure across one of North India’s busiest premium rail corridors.
Expanding the Transit Media Opportunity
Flagged off in December 2021, the air-conditioned superfast IRCTC Tejas Express connects Lucknow and Delhi while offering onboard meals, beverages, infotainment and group booking facilities for corporate events, weddings and social gatherings. The premium passenger experience makes it an attractive environment for brands seeking high-impact consumer engagement beyond traditional out-of-home formats.
The Last Word
As advertisers look beyond static billboards, transport infrastructure is emerging as premium media inventory. IRCTC’s branded-train model could pave the way for category-led naming rights, unlocking fresh monetisation opportunities while redefining how brands engage millions of daily rail passengers.