A First-of-its-Kind Makeover
For the first time in the history of Indian Railways, a train will not only be visually branded by a corporation but will also adopt its name in official communications. Through a partnership with IRCTC, Coca-Cola has secured branding rights for the Lucknow-New
Delhi Tejas Express. From August 19 to November 11, 2026, the train, numbers 82501 and 82502, will be officially announced as the 'Sprite Tejas Express' at all stations along its route. The agreement goes beyond audio announcements. Five coaches of the premium, air-conditioned train will be fully wrapped in vinyl advertisements featuring Sprite's signature green and yellow branding, turning the rake into a high-speed, mobile billboard. This makes the collaboration far more immersive than previous advertising efforts, which were typically limited to smaller ads inside or on the exterior of coaches.
A New Revenue Track for Railways
This deal is a significant milestone in Indian Railways' mission to boost its Non-Fare Revenue (NFR). NFR refers to income generated from sources other than freight and passenger tickets, such as advertising, land leasing, and station redevelopment. For years, Indian Railways has been exploring ways to monetize its vast assets to improve financial sustainability without raising ticket prices for passengers. While advertising on trains and at stations is not new, the 'Sprite Tejas Express' deal represents a deeper level of integration. By allowing a brand to co-opt the train's name in official announcements, IRCTC is offering an unprecedented level of visibility, creating a valuable new asset that can be monetized. This model, if successful, could be replicated across the network, opening up a substantial revenue stream to help fund modernization and improve passenger amenities.
The Strategy Behind the Sip
For Sprite, the partnership is a strategic masterstroke in out-of-home (OOH) advertising. The Lucknow-Delhi corridor is one of India's busiest and most commercially important routes, guaranteeing eyeballs from millions of people, not just passengers. The Tejas Express itself is a premium service, attracting a desirable demographic of travelers. By wrapping the train, Sprite ensures its brand is seen across hundreds of kilometers, in major cities and small towns alike, creating a constant and memorable presence. Unlike a static billboard, a moving train offers dynamic visibility. This deal allows Sprite to embed itself into the travel experience, associating the brand with the modern, comfortable, and high-speed journey offered by the Tejas Express. The six-month duration provides a sustained campaign platform, keeping the brand top-of-mind for an extended period.
What Does It Mean for Passengers?
For those travelling on the 'Sprite Tejas Express', the journey will offer a subtly different experience. The exterior of their train will be a vibrant canvas of advertising, a noticeable departure from the standard livery. Hearing their train announced with a brand name might be unusual at first, but it reflects a growing global trend of commercial partnerships in public spaces. The core services of the Tejas Express—including its modern, air-conditioned coaches, onboard catering, and infotainment systems—will remain unchanged, as IRCTC continues to be the sole operator. The deal is structured to be an overlay on the existing passenger experience rather than an intrusion. It represents a trade-off: in exchange for allowing brands to become part of the journey's fabric, the railway can generate funds to maintain and improve the services that passengers rely on, without directly impacting the cost of their tickets.
