How Indian Railways puts its communication strategy on track: ICS 2025
At the inaugural address of the India
Communication
Summit'25, Dilip Kumar, executive director, information and publicity, Railway Board provided a comprehensive overview of the organisation's multifaceted communication strategies, emphasising its crucial role in serving millions of passengers across the nation every day.
Kumar underscored the unique challenges faced by communication teams, often seen as an "ignored section" until a crisis emerges, highlighting their pivotal role in managing diverse issues stemming from operational glitches to social media storms.
Kumar illuminated the sheer scale of Indian Railways, managing over 2.5 million passengers, a massive workforce and a vast network of trains. He traced the evolution of railway communication from rudimentary bell systems and flag signals in the 1850s to the sophisticated digital platforms and real-time information systems in use today.
"From the very beginning, communication has been an integral part of railway operations," stated Kumar, emphasising the dual focus on informing passengers and coordinating internal activities. He detailed the transition to modern methods, including digital display boards, active engagement on social media platforms like X (formerly Twitter), YouTube, and Instagram, and the use of SMS alerts for critical updates like train cancellations and delays.
A key highlight of Kumar's address was the emphasis on interactive passenger services like the
RailSeva portal
and the 139 helpline. These platforms receive and address thousands of daily suggestions and complaints, demonstrating the railway's commitment to responsiveness. "Even while traveling, if you encounter a problem or have a suggestion, 139 is a crucial resource," Kumar asserted, noting significant investments and dedicated teams working round-the-clock to resolve passenger issues.
Kumar elaborated on the implementation of advanced tracking systems like the Freight Operations Information System (FOIS) and the Coaching Operations Information System (COIS), which empower passengers with real-time information about train locations and schedules. This data is shared not only with internal agencies like IRCTC but also with private partners, ensuring widespread access to crucial travel details.
The commitment to transparency was a recurring theme in Kumar's presentation. He highlighted the process of analysing passenger feedback, with senior officials, including the Railway Minister. "Indian Railways is working in a transparent manner, and we are trying to make our communication system such that it gives on-time information to everybody, ensuring passengers do not suffer due to poor information management," Kumar affirmed.
In a significant move towards inclusivity, Indian Railways now provides information in all regional languages through its 139 helpline, ensuring accessibility for passengers from diverse linguistic backgrounds, he added.
During a subsequent fireside chat with Devesh Gupta, content lead, product and community at ETBrandEquity.com, Kumar addressed the critical aspect of crisis management. He emphasised the importance of immediate first aid response by trained staff for medical emergencies and the swift deployment of medical assistance through the 139 helpline. He also stressed the principle of transparency and fact-based communication during crises, advocating for acknowledging issues and focusing on improvement.
Responding to a question about the impact of social media, Kumar acknowledged its power in both disseminating information about new services and managing public perception during crises. He reiterated the railway's commitment to providing timely and accurate information across all available channels.
Concluding the session, Kumar offered a key takeaway for communication leaders from other sectors: the paramount importance of consistent, transparent and accessible communication in building trust and serving stakeholders effectively without trying to sweep things under the carpet.
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