Indian Railways appointed EY as consultant to discover advertising potential of trains & stations

Indian Railways on 8 March 2016 appointed Ernst & Young (EY) as a consultant to discover the advertising potential in trains and railway stations. 
•    EY will identify assets and formulate a pricing strategy for advertising across 7000 railways stations in the country.
•    This is the first time in India that such a large scale project on advertising for Railways has been initiated.
•    EY and Indian Railways will engage with leading advertisers through the course of the project for effective optimization of railway assets.
•    A unique aspect of the exercise will be the creation of a neutral assessment on the return of investments by advertisers in this medium.
•    Tapping the advertising potential of Indian Railways assets including fleet of trains spread in a wide network of about 7000 railway stations across India.
•    EY with its specialized offering Marketing and Advertising Risk Services (MARS) will help the Indian Railways to identify assets across its stations for the purpose of advertising.
•    It will also develop a pricing strategy to evaluate them for advertisers.
•    Ernst & Young is a multinational professional services firm headquartered in London, United Kingdom.
•    It is one of the Big Four audit firms and is the third largest professional services firm in the world by aggregated revenue in 2014, after PwC and Deloitte.
•    The current firm was formed by a merger of Ernst & Whinney and Arthur Young & Co. in 1989.
•    It was known as Ernst & Young until 2013, when it underwent a rebranding to EY.