The first locomotive engine with ‘Fortune’ branding was flagged off from Vadodara railway station by Devendra Kumar, DRM Vadodara Division, Western Railway. Senior officials of Adani Wilmar and Western Railway remain present at the ceremony held at Electric Loco Shed of Vadodara division.
Adani Wilmar, which sells a whole range of FMCG products under the Fortune brand, has hired 10 locomotive engines from Western Railways for the branding of Fortune products, especially Edible Oil and Basmati Rice. These locomotive engines will be used in superfast trains which travel on routes across the country and also will give tremendous visibility to Fortune as a brand.
“Fortune is a large brand that straddles both aspiring and affluent consumers. Train journeys are a lot about food too. Our branding exercise will also yield a revenue segment for Western Railways. As Fortune has already become a household name due to our commitment to quality and innovation, we have opted for this new branding avenue to come closer to the target customers. We are confident that this latest branding exercise will help in making the Fortune brand even more visible and popular,” said Ajay Motwani, Marketing Head of Adani Wilmar.
DRM Devendra Kumar said it’s a happiest moment for the division as under Non Fare Revenue the tender is given to Adani for five years where they will advertise their products on the electric loco. The painting of the product name is done as per railway guidelines. With this the division will generate revenue of 1crore 5lakhs in five years and also save eight lakhs in painting of the loco. It’s a win win situation for both as the company advertise will be visible all through the areas from where the loco will pass pulling the superfast trains.