MAM
redRail from redBus gets platform naming & brand promotional rights of New Delhi Railway Station
Mumbai: redRail, the authorised IRCTC partner and rail ticketing app from redBus, is one of the few brands that have obtained platform naming rights, including other brand promotional rights, at platforms no. 8 and 9 of New Delhi Railway Station.
The pilot programme launched by the railways is the first of its kind, allowing brands to utilise the vast stretch within platforms of the New Delhi railway station to promote themselves in innovative ways, such as naming a platform after the brand and putting up extensive displays with promotional content, among others.
The unique engagement approach that offers a high-end experiential connection between brands and customers is poised to garner over 20 million eyeballs monthly, captive for a minimum of 30-45 minutes. This is achieved through the sheer volume of footfalls at New Delhi Railway Station, one of the busiest in the country, elevating brand connection a few notches.
redRail has obtained the rights to various elements on platforms 8 and 9 at New Delhi Railway Station.
Brand name on platform signage, platform colour scheme, wrapping or painting on seating benches, branding on the fence of the potted plants, branding on the 3D gantry – exit/entry of foot over bridges or escalators on the platform – and branding on pink cubicles for women seating on each platform and product display are among the key offerings.
This initiative also comes against the backdrop of redRail successfully completing its first year of operations. To celebrate the anniversary with all rail travellers, the enterprise is rolling out special offers and a contest to make it memorable. The three main offers are free tickets, a coupon for 50 per cent off up to Rs 100 and a flat Rs 50 off for all customers. These offers can be availed of by participating in an exciting “Spin the Wheel” contest, where users spin a wheel on the redRail app between 3 to 17 November.
Speaking on the new initiative from the Railways and redRail’s participation, redBus senior vice president & head of brand marketing Pallavi Chopra said, “New Delhi Railway Station caters to more than 400+ trains every day, with about five lakh passengers using the facility on a daily basis, allowing us to engage with an audience that matters. We are confident that with extensive brand visibility at the station, we will receive 30 minutes of confirmed attention from travellers. We greatly appreciate this novel approach from the Ministry of Railways, which would allow brands to engage with their audiences in powerful ways and is a win-win for both. We are also celebrating the first anniversary of redRail and are delighted to announce exciting offers on tickets for our travellers.”
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
