Indian Railways and the Indian Railway Catering and Tourism Corporation (IRCTC) have officially crossed a milestone in corporate advertising by granting full commercial naming rights for a premium passenger train.
Operating on the high-frequency Lucknow-New Delhi corridor, the IRCTC-managed superfast Tejas Express (Train 82501/82502) has been rebranded as the ‘Sprite Tejas Express’ following an agreement with Coca-Cola India‘s beverage brand, Sprite.
This is said to be the first time in Indian transit history that a scheduled public train incorporates a commercial brand directly into its official name, audio announcements, en-route station displays, and exterior coach wraps.
What sets this campaign apart from traditional transit advertising is its immersive, multi-layered integration across the physical and operational landscape of public transport. Rather than relying on simple exterior billboards or static posters, the Sprite campaign establishes a complete sensory and experiential takeover of the transit journey. Exterior vinyl wraps across coaches transform the train into a moving landscape canvas visible to thousands of travelers along the 512-kilometer corridor.
The Sprite Tejas Express operates on the Lucknow-New Delhi-Lucknow route for six months starting August 2026, with five coaches featuring Sprite branding across the exterior. At the inauguration, passengers also receive Sprite samples and merchandise, with the association set to bring further Sprite-led experiences onboard.
The train directly integrates sustainability into the passenger journey by incorporating practical, recycled-material applications. At the station, benches are made from recycled plastic, with each bench repurposing approximately 45 kg of post-consumer packaging waste. Extending this approach to its ceremonial launch, the train’s flag-off featured a flag made from repurposed PET bottles, demonstrating how discarded materials can be transformed into functional elements.
Inside the train, station-level audio and video announcements announce the arrival of the Sprite Tejas Express, embedding the corporate brand into standard travel communications. The campaign further expanded its experiential reach when QSR chain Wow! Momo joined the activation, creating a collaborative co-branded environment that pairs food and beverage touchpoints directly with high-speed passenger travel.
For IRCTC and Indian Railways, the campaign represents a lucrative framework for non-fare revenue generation. Under the traditional operational model, railway revenue relies heavily on passenger ticket pricing and freight tariffs. By monetizing naming rights, fetching nearly Rs 91 lakh for an initial six-month branding period, IRCTC creates a sustainable, high-margin revenue source without burdening commuters with fare hikes.
The arrangement allows the state entity to commercialize train assets while maintaining full ownership and control of essential infrastructure, as IRCTC continues to operate on Indian Railways tracks, stations, and signaling systems by paying standard hauling charges.
From a marketing perspective, the campaign delivers brand immersion on a targeted, premium transit corridor. The Lucknow-Delhi route serves high-value demographics, including daily business commuters, corporate cohorts, and tourist groups who utilize the train’s semi-high-speed service and modern AC chair car amenities.
By surrounding passengers throughout a six-hour journey, spanning on-board infotainment, catering, exterior visual cues, and co-branded culinary offerings, Sprite and its strategic partners achieve a level of recall far exceeding static out-of-home media.
The introduction of the Sprite Tejas Express serves as a blueprint for modernizing the commercialization of public infrastructure across India. Demonstrating that high-volume public transport networks can successfully integrate private sector branding without compromising operational standards, this model opens new avenues for non-fare monetization across future premium rail lines, urban metro networks, and corporate transit services nationwide.
Abhishek Gupta, vice president, customer development, Coca-Cola India & Southwest Asia, said, “We congratulate IRCTC on this innovative partnership and an important milestone for travel experiences in India. Our association with IRCTC reflects our commitment to building long-term customer relationships and expanding our presence across the travel ecosystem. With the Sprite Tejas Express, we are bringing Sprite’s refreshment and creating a more engaging experience for travellers.”
Ajit Kumar Sinha, chief regional manager, Lucknow Division, IRCTC, said, “At IRCTC, we continuously look at opportunities to enhance the passenger experience across our premium train services through relevant partnerships and initiatives. Our association with Sprite on the Tejas Express brings an established consumer brand into the travel environment through an integrated onboard experience. We look forward to making the journey more engaging for passengers travelling on the Lucknow-New Delhi route.”
