IR to take up innovative aproaches in advertising

In an important move to facilitate further exploration and formulation of innovative techniques for generating additional funds, Ministry of Railways has decided to induct a renowned specialist in advertising field, Shri Suhel Seth as a member of the existing Expert Committee on Railways, chaired by Dr. Amit Mitra, Secretary General FICCI, for providing new approaches in the area of advertising. Shri Suhel Seth will chair a Sub-Committee of the Expert Committee to provide new thinking and innovative approaches in the areas of advertising for generating significant additional quantum of resources by the Railways by appropriately leveraging railway infrastructure, beyond the current earnings from this source. The Expert Committee on Railways has been set up for developing business models and innovative funding through PPP instruments on Railways. The main objectives of the Expert Committee include developing structures that maximize the role of public-private partnerships (PPPs); Developing innovative funding techniques through Public Private Partnership (PPP) instruments; Identifying economically unviable, but socially desirable projects for implementing them through innovative funding; Initiating policies that would ensure time-bound creation of world class infrastructure delivering services matching international standards; and Monitoring progress of key infrastructure projects to ensure that established targets are realized.

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