In a vibrant initiative to showcase Odisha’s rich heritage, the exteriors of the Rajdhani Express running between Bhubaneswar and New Delhi will be adorned with representations of the state’s art and culture, alongside advertisements from the National Aluminium Company (NALCO). The agreement for this unique collaboration was formalized on Monday between the East Coast Railway (ECoR) and NALCO, marking a significant step toward promoting Odisha’s cultural identity on a national scale.
According to an ECoR official, each coach of the Rajdhani Express will feature distinct displays highlighting various aspects of Odisha’s artistic heritage. Ajoy Behera, the principal chief commercial manager of ECoR, expressed optimism about the project’s impact, stating, “It will go a long way in promoting tourism and the traditional art of the state.” The initiative aims to attract attention to Odisha’s diverse cultural offerings, from intricate handicrafts to traditional dance forms, and is expected to pique the interest of travelers and tourists alike.
The artwork and designs will prominently feature NALCO’s logos alongside cultural motifs that celebrate Odisha’s artistry. To ensure a high-quality representation, reputed designers and agencies have been engaged for the project, which is set to be commissioned within a month. This collaboration reflects a growing recognition of the importance of blending corporate advertising with cultural promotion, creating a visually appealing and informative experience for passengers.
The Rajdhani Express consists of three rakes, each comprising about 15 coaches. As part of this agreement, NALCO will contribute Rs 1 crore for each rake, resulting in a total advertisement revenue of Rs 3 crore for ECoR. This financial support underscores the potential for public-private partnerships to enhance cultural promotion and tourism initiatives.
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The initiative has received commendations from several prominent personalities in the arts and culture sector. Renowned figures such as actor Nandita Das, singer Prafulla Kar, danseuse Ileana Citaristi, and sculptor Sudarshan Sahu have all praised the effort, emphasizing its potential to elevate the tourism prospects of Odisha. “This initiative will not only pave the way for increasing the tourism potential of Odisha but also create employment opportunities as people across the country will learn about the popular tourist spots,” noted Citaristi.
By featuring Odisha’s cultural narratives and artistic expressions on a prominent national train route, this initiative aims to cultivate a deeper appreciation for the state’s heritage. The project aligns with broader efforts to promote regional art forms and traditional crafts, which are often overlooked in the fast-paced modern world. As travelers embark on their journeys, they will be greeted by a visual feast that showcases the state’s unique identity and encourages them to explore its attractions.
In conclusion, the collaboration between ECoR and NALCO to adorn the Rajdhani Express with Odisha’s art and culture represents a significant advancement in the promotion of regional heritage. By leveraging the visibility of one of India’s most prestigious trains, this initiative is set to enhance awareness of Odisha’s artistic richness while contributing to the state’s tourism sector. As the project unfolds, it holds the promise of inspiring future generations to engage with and celebrate Odisha’s vibrant culture.
