Sprite and IRCTC launch branded Tejas Express on Lucknow–New Delhi route
Coca-Cola India’s Sprite will activate five branded coaches on the Tejas Express for six months, with onboard food-bundle inclusion, sampling, merchandise and recycled-plastic station benches through a Wow! Momo partnership.
What happened
Sprite and IRCTC launched the Sprite Tejas Express on the Lucknow–New Delhi route, featuring five branded coaches, onboard inclusion in food bundles, sampling
Key facts
- Six-month operation starting August 2026
- Five Sprite-branded coaches
- Approximately 45 kg of post-consumer packaging waste repurposed per station bench
Why this matters
Coca-Cola India’s IRCTC and Wow! Momo collaboration highlights a scalable partnership model combining transit media, food bundles, retail sampling and visible sustainability assets.
What to watch
- Announcement of branded coaches on additional Tejas, Vande Bharat or Shatabdi routes.
- Disclosure of passenger reach, sampling volumes, food-bundle attach rates or campaign-extension terms.
- Sprite placement as a default beverage in IRCTC meal ordering or Wow! Momo station outlets.
- Competing beverage brand partnerships with IRCTC, railway stations or onboard catering operators.
- Expansion of recycled-plastic infrastructure installations beyond the pilot stations.
- Expand the Sprite-IRCTC format to premium, high-frequency rail corridors if food-bundle attach rates are positive.
- Negotiate permanent or seasonal Sprite pours, combo placements and digital menu visibility with IRCTC catering partners.
- Use QR codes, couponing and geofenced offers to connect onboard sampling to station, neighborhood and ecommerce purchases.
- Counter likely rival moves from PepsiCo, energy-drink and packaged-water brands seeking branded coach or station-asset partnerships.
- Scale the recycled-plastic bench program into a visible sustainability proof point across major stations.