Lahore Orange Line Train will no longer be “orange” because the Punjab Mass Transit Authority has allowed advertising on the train. Now, both national and international brands will be able to advertise on trains at all of its 26 stations.
People in Lahore will not only travel through these stations but will also see attractive advertisements, similar to what is seen at underground and elevated stations in Europe, the USA, and the UK.
This effort is intended to generate significant amount of revenue each year, estimated in crores of rupees. If both sides of the stations are divided into advertising spaces, one side is expected to cost approximately Rs. 190,000 per month for a single site, while the high-end category site may cost up to Rs. 455,000 per month.
Initially, the train’s outer body and interior panels had already been fully branded for the smartphone company OPPO. The authority has now extended invitations for other brands to participate in advertising. Companies offering bids higher than the rates set by the Punjab Government and the Mass Transit Authority will be granted contracts.
Previously, advertising was only allowed at stations. However, now the sites have been divided into three categories: A, B, and C and there will be no restrictions on keeping the original orange color or using specific color schemes and design features for branding purposes. The Orange Line Train can now be decorated with any brand’s colors, images, and features.
The main point is that this massive infrastructure project in Lahore, which was previously funded mostly by rider tickets and government subsidies, would now generate revenue through advertising.
If this strategy proves successful, it could become an excellent case study for other public transport projects as well.
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