The latest initiative of Indian branding trains has hit the headlines recently. Kukrure, a pepsi brand of snacks has won the bid to co-name three summer trains. Now these trains would be referred as kurkure express. It is a three-month contract to brand three summer special trains plying on the Bangalore-Nagarcoil, Bangalore-Chennai and Bangalore-Hubli routes. The trains have been named Kurkure Express.Other companies which had bid for the initiative were Tata Indicom and Airtel.
The initiative will ensure that certain areas of the train would be branded, tickets and the reservation charts will have the brand name printed on them for these three months. The destination name plates, the panels above and below the windows, the beginning and end of the trains, and even internal facilities such as the bed rolls and coach numbers will bear the Kurkure brand name.
The question which comes to my mind is that how would such an initiative of three months duration help in building the brand kurkure? The sources from the companies end say that kurkure is associated with family enjoyment and getting the brand associated with train journeys during the summer holidays would help strengthen the brand association with consumers. At Rs 7.5 lakhs cost the effort looks worth-while, as it would create enough word-of-mouth to justify the investment. But brand building being a long-term initiative how would the company ensure that it is able to associate itself with similar initiatives elsewhere.