New Delhi, May 2025 — The Indian Railway Catering and Tourism Corporation Ltd. (IRCTC), a Navratna PSU under the Ministry of Railways, has rolled out an exciting new opportunity for advertisers and media tech companies. In its latest open e-tender, IRCTC is offering exclusive video advertising rights on its high-traffic digital platforms, including the IRCTC website, mobile app, and the official Indian Railways website — all for a period of two years.
This move not only marks a significant step toward the monetization of IRCTC’s massive online presence but also opens the door for advertisers to connect with millions of daily users through impactful video campaigns.
Why This Tender Is a Big Deal for Advertisers
IRCTC is one of the most visited government-owned websites in the country, with millions booking train tickets daily. Now, imagine reaching this massive audience through targeted, high-quality video ads — that’s the power this tender unlocks.
Whether it’s skippable ads, bumper ads, clickable videos, or mid-roll content — the tender allows placement across six prime ad slots on IRCTC and Indian Railways digital platforms.
The campaign formats can include:
- Instream and outstream video ads
- Skippable or non-skippable formats
- Clickable banners and promo links
- Device-responsive video delivery (16:9 for desktop, 4:3 for mobile)
This is more than just digital visibility — it’s real estate on the biggest travel e-commerce platform in India.
What’s Expected from the Winning Bidder?
The selected agency will provide an end-to-end tech platform to serve, manage, and report on video ads. Key tasks include:
- Building a seamless ad delivery system that doesn’t disrupt the user booking flow
- Setting up a real-time dashboard to track impressions, click-through rates, and revenue
- Ensuring compatibility across all devices and browsers
- Monetising ad spaces and managing revenue-sharing with IRCTC
- Keeping the ad content aligned with IRCTC’s brand values — no blocked or inappropriate categories
Importantly, the platform should run independently of Google Ad Manager or any IRCTC-provided technology. Full integration, privacy compliance, and user experience optimization are critical.
Important Dates to Remember
If you’re planning to bid, mark these dates:
- Last date for pre-bid queries: 26 May 2025
- Pre-bid meeting (online): 27 May 2025 at 12:30 PM
- Bid submission deadline: 6 June 2025 (by 3:00 PM)
- Opening of technical bids: 6 June 2025 at 3:30 PM
This is a two-packet e-tender, requiring both a technical and financial proposal.
Who Can Apply? Here Are the Eligibility Criteria
To be eligible for bidding, companies must:
- Be registered under the Companies Act, 2013
- Have at least 3 years of operational history as of 31 March 2025
- Have a minimum average annual turnover of ₹1.80 crore in the last 3 years
- Show prior experience in digital ad revenue generation, with a single project worth ₹42 lakh or more
- Hold valid GST, PAN, and other statutory registrations
- Not be blacklisted by any government agency
Foreign companies may bid through their 100% Indian subsidiaries, provided financial and technical backing is assured.
Revenue Model and Business Terms
This tender is built around a Total Minimum Business Commitment (TMBC) model. Here’s how it works:
- Bidders must commit to a minimum of ₹1.20 crore in revenue to IRCTC over two years (excluding GST)
- The bidder offering the highest TMBC wins the contract
- Revenue will be shared in an 80:20 ratio in favor of IRCTC
- A security deposit equal to 5% of annual commitment is required
- Payments are to be made monthly, based on the higher of two metrics — actual ad revenue generated or the pre-agreed minimum
Late payments incur a 12% annual interest. Continuous defaults may lead to termination and forfeiture of the security deposit.
Go-Live Timeline & Service Commitments
Once the Letter of Award (LOA) is issued, the bidder must go live within three months. Ads will be shown 24/7, except during Tatkal booking hours (9 AM–12 PM) and during scheduled maintenance.
To protect user experience and maintain site performance:
- Ads must not slow down the website or disrupt booking
- There are strict penalties for non-compliance (e.g., inappropriate ad content, service interruptions)
- A Service Level Agreement (SLA) and Non-Disclosure Agreement (NDA) will be part of the contract
Built-In Accountability, Security & Compliance
IRCTC has emphasized data security, transparency, and control throughout the project. The successful bidder must:
- Provide real-time dashboards with financial metrics
- Maintain high standards of data privacy
- Allow audit access to ensure accuracy in reporting and billing
- Implement a Disaster Recovery (DR) mechanism to avoid downtime
- Share original campaign invoices and documents for verification
The Bottom Line: A Rare Advertising Opportunity with Massive Reach
This IRCTC tender isn’t just another business deal — it’s an opportunity to plug into one of India’s most active digital ecosystems.
With a consistent and high-intent user base, the potential for brand exposure, revenue generation, and innovation in digital marketing is immense.
Whether you’re a media agency, digital ad network, or a tech platform provider — this tender can be your gateway to India’s public digital infrastructure.
Final Call: Prepare, Bid & Win
If you’re looking to expand your reach and boost your brand’s visibility in the public sector, this is your moment. The tender process is transparent, the timelines are clear, and the rewards are compelling.
