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Sprite and the Indian Railway Catering and Tourism Corporation (IRCTC) have introduced the Sprite Tejas Express on the Lucknow-New Delhi-Lucknow route as part of a six-month branding partnership. The train will feature Sprite branding across five coaches and will carry the brand name at originating and en route stations on both legs of the journey. Sprite will also be included in the onboard passenger food bundle, while sampling and merchandise will be offered to travellers. The partnership also includes sustainability initiatives using recycled plastic and PET bottles, along with a collaboration with Wow! Momo.
Sprite and the Indian Railway Catering and Tourism Corporation (IRCTC) have flagged off the Sprite Tejas Express on the Lucknow-New Delhi-Lucknow route, bringing a branded passenger experience to one of the key rail corridors connecting Uttar Pradesh with the national capital.
The partnership brings together Sprite, IRCTC and Indian Railways and is aimed at integrating the beverage brand into the travel experience for passengers travelling for business, leisure and family purposes. The train will operate under the Sprite Tejas Express name for six months, starting this month.
Five coaches of the Tejas Express will carry Sprite branding on their exteriors. The train will also be announced as the Sprite Tejas Express at originating and en route stations on both legs of the journey, giving the branding presence across the route.
The association will also extend inside the train. Sprite will be included as part of the passenger food bundle, while passengers during the inauguration received Sprite samples and merchandise. Further Sprite-led activities are planned as part of the onboard experience during the partnership period.
Abhishek Gupta, Vice President, Customer Development, Coca-Cola India & Southwest Asia, said the company viewed the association with IRCTC as an opportunity to develop long-term customer relationships and expand its presence across the travel ecosystem. He added that the Sprite Tejas Express would bring the brand's refreshment into the rail journey while creating a more engaging experience for passengers.
The partnership also includes sustainability-related elements at the station and during the launch. Benches installed at the station have been made using recycled plastic, with each bench repurposing around 45 kg of post-consumer packaging waste.
The flag used during the ceremonial launch of the train was also made from repurposed PET bottles. The initiative demonstrates the use of discarded packaging material in functional applications as part of the partnership.
Ajit Kumar Sinha, Chief Regional Manager, Lucknow Division, IRCTC, said the organisation regularly looks at partnerships and initiatives that can improve the passenger experience on its premium train services. He said the association with Sprite brings a consumer brand into the travel environment through an integrated onboard experience and is expected to add to the journey for passengers travelling between Lucknow and New Delhi.
Sprite has also partnered with food brand Wow! Momo as part of the Sprite Tejas Express experience. The collaboration adds a food-related element to the brand's association with the train and its passenger offering.
The Lucknow-New Delhi corridor provides Sprite access to travellers across business, leisure and family segments. For IRCTC, the partnership adds a branded commercial association to the Tejas Express service while incorporating onboard food and passenger engagement activities.
Source PTI
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