Western Rly Generates Impressive Revenue from Vande Bharat Ad Shoot

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Vande Bharat rake (inset) Vineet Abhishek, CPRO Western Railway

By Mewati Sitaram

Western Railway, under the visionary leadership of its senior management, continues to explore new and successful revenue streams. A standout achievement came from an ad film shoot featuring the Vande Bharat train at Platform number 5 of Mumbai Central Railway Station. The shoot, which took place on Wednesday, brought in an impressive Rs 20 lakh in revenue for just one day’s filming, as confirmed by a senior official.

Vineet Abhishek, Chief Public Relations Officer of Western Railway, highlighted the department’s efforts to simplify the process for filmmakers. “The introduction of a single-window clearance system has streamlined permissions for film shoots, significantly increasing our earnings and attracting filmmakers to our locations,” he explained.

This move to offer iconic locations, including the Vande Bharat train, for film production is part of Indian Railways’ broader strategy to promote tourism and generate non-fare revenue. With more filmmakers choosing railway premises for their shoots, Western Railway is set to capitalize on this growing trend.

“This success underscores the iconic appeal of Western Railways, making it a preferred destination for filmmakers while simultaneously boosting our financial resources,” Abhishek added.

Sanjaya Arora, a retired Chief Operations Manager of North Western Railway with extensive experience at Western Railway, shared his thoughts on the railway’s approach to film shoots. “Railways have always embraced film shoots, providing a streamlined process through the Chief Public Relations Officer’s office. However, filmmakers must meet certain requirements, such as providing a bank guarantee and insurance,” he said.

He went on to explain that, while most filmmakers cooperate and follow the rules, some have tried to leverage the global visibility of their projects to secure special treatment from railway officials. “Some filmmakers attempted to pressure us, claiming that their films were promoting Indian Railways globally, but the rules were never adjusted for them,” Arora noted.

Arora also clarified the financial impact of these shoots. “Filmmakers often believe that they are generating extra revenue for the railways, but that’s not entirely accurate. When a train is pulled from its regular service for a shoot, it causes a revenue loss. The fees charged help cover this loss. Railways have a long history of offering locations for shoots, and these venues have always been highly popular,” he added.

Editor in Chief : Mewati SItaram

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