Max New York Life and Indian Railways join hands

Campaign India Team, 09 July, 2008

Mumbai

Max New York Life Insurance has signed a Public Private Partnership (PPP) pact with the Indian Railways. From July 8, Chennai, Bangalore and Trivandrum Rajdhanis will sport Max New York Life advertising on its exterior.

Rakesh Saksena, division regional manager, Northern Railways, said, "Max New York Life would provide passengers on three routes of the premier Rajdhani Express trains, mainly Delhi – Bangalore, Delhi – Chennai and Delhi – Trivandrum with upgraded services like high quality flooring, soap dispensers, tissue paper dispensers, automated fragrance dispensers in the compartments and trained housekeeping staff on-board to maintain these services throughout the journey."
Rajesh Sud, deputy managing director, Max New York Life Insurance, said, "Under the new PPP initiative of Railways, Max New York Life is pleased to partner with Indian Railways, Peacock Media and CTS Management Services to provide a new travel experience to elite passengers of the Rajdhani Express. Train advertising of this kind is a great platform for not only increasing the brand visibility throughout the length and breadth of the country but also to interact with the potential customers of MAX New York Life during their journey."

Max New York Life will be allowed to brand the entire train - Max New York Life Nizamuddin – Bangalore Rajdhani Express. The train would be vinyl wrapped in Max New York Life brand colours on the outside and brand signage would be on display inside as well.

Max New York Life Insurance would have sole advertising and promotion rights on the complete outside and inside of the three south bound Rajdhani trains.