Railways Minister Khawaja Saad Rafique has said that a branding campaign will first be implemented at a few specific trains and train stations, and this effort will be gradually expanded throughout the whole system. Speaking at a branding conference, he advised that branding initiatives be carried out so as not to compromise the sense of aesthetics.

He said that several efforts were made to launch a branding push inside the railways and to utilise its destinations and trains for business and promotional objectives. Being Pakistani, according to Khawaja Saad Rafique, requires everyone to put in honest effort to help the country overcome its current problems.

He said that even the minister for railways cannot meddle in the department's plans, and added sincere personnel had been chosen to key positions in the railways and that there is no political involvement. He urged private enterprises to embrace the branding drive as a national cause and do their part to develop the railway, since it would help them grow their operations. He asserted the importance of railways in boosting a country’s economic growth.

The minister said that it will take two decades to turn around the railways and added that empty platitudes cannot produce results. Despite the financial difficulties facing the railways, he advised the officials to maintain a positive attitude in order to advance the department.

According to Saad Rafique, efforts are being made to launch the Main Line-1 project in a financially feasible situation following cost reduction. According to him, the Ministry of Railways sought to advance with the assistance of the business sector and in consideration of expert views.

The minister added that the country has a great deal of potential and that efforts must be made in the proper direction to deliver. Both the railway department and the company involved in branding have a responsibility to play. He emphasised the need for travellers to be more educated in order to better protect establishments. He responded to a different question by saying that the railways wanted to launch a branding strategy within 60 days. In response to a query, he said that maintaining consistency in policies is crucial for streamlining the operations of government entities.

Credit: Independent News Pakistan-WealthPk