ITV

Tag: Chhatrapati Shivaji Terminus

  • Discovery launches digital campaign for ‘Mumbai Railway’ series

    Discovery launches digital campaign for ‘Mumbai Railway’ series

    MUMBAI: Discovery Channel has launched an innovative digital campaign to build its new series Mumbai Railway, reflecting the significance, delight and bond of the 7.5 million people commuting daily on an embodiment of Mumbai – the Mumbai Local.

     

    The campaign has been executed by Twentythree, a boutique digital marketing agency.

     

    Discovery Channel associated with Humans of Bombay to highlight the stories of Mumbai citizens and created a viral video campaign to bring to the fore multiple stories of compassion, harmony and jubilation. 

     

    The campaign struck an immediate chord with the audience generating 65,000 video views and nearly one million reach.

     

    The campaign #MumbaiRailways highlights the significance of the Mumbai local in a Mumbaikar’s life. Starting with a story of a senior citizen travelling in the local since 35 years to Dabbawalas sharing their experience as to how the local trains have eased the job, to a college-going girl who finds the trains to be the safest mode of transport; five compelling 30 second videos were produced.

     

    The campaign was topped with a heart-warming 150 second video where people commented their first thoughts about Mumbai Local.

     

    Discovery Networks Asia Pacific EVP and GM – South Asia Rahul Johri said, “Discovery Channel is missioned to inspire audience with path-breaking content. We leveraged the digital platform to dialogue and drive real life stories of Mumbaikars and their unmatched bond with the iconic Mumbai local.”

     

    It can be recalled that Discovery Channel recently premiered the series Mumbai Railway that explores the ‘everyday miracle’ of the UNESCO World Heritage Site, Chhatrapati Shivaji Terminus (CST); and highlights that significance of the Mumbai Local.

  • Discovery channel to air a programme on ‘Mumbai Railway’

    Discovery channel to air a programme on ‘Mumbai Railway’

    MUMBAI: Discovery Channel is all set to air a programme on the UNESCO’s world heritage site, Chhatrapati Shivaji Terminus (CST) in Mumbai. The programme titled as Mumbai Railway will show behind the scenes of CST’s super-sized transport operation to reveal how the station’s staff and technological systems cope as they are stretched to maintain Mumbai’s lifeline on a daily basis. The four part series will premiere on 7 December every Monday at 9 pm.

     

    The programme will take the viewers through the lives of the men and women who keep the Mumbai railways running; from the station managers, to the controllers in the operations room, the engine drivers, guards, policemen and porters amongst others. The show will offer due credence to the people behind the functioning of the railways and showcase how the team works on a stern time limit before the train resumes its journey. The programme will also offer the viewers to discover the locations around the city which contribute to the massive industrial kitchen which supplies the meals and the new, automated laundry which washes and presses bed sheets.

     

    Talking about the new programme, Discovery Networks Asia-Pacific EVP and GM-South Asia Rahul Johri asserted, “Discovery Channel has been entertaining and inspiring viewers in India for the last 20 years with the finest range of factual programmes. Mumbai Railway will bring forth compelling story of the megacity Mumbai – its station and its transport challenges. The series will showcase the diverse network and its amplified scale like never before.”

     

    The programme will explore the scientific, technological, historical, and human-interest stories from across Mumbai’s sprawling suburban network. The programme will showcase how Mumbai Railways has come to become the pulse of the Mumbai commuters irrespective of the heavy monsoons, the crazy rush and the cringing space constraints.

     

    Mumbai Railway will also showcase the future for CST and Indian railways including expanded capacity by making train and platforms longer, building new lines and bringing into server a new double decker train.

  • Lineage Media wins Mumbai CST digital advertising rights

    MUMBAI: Mumbai Railway has given the digital advertising rights at the city‘s iconic Chhatrapati Shivaji Terminus station to Lineage Media for an undisclosed amount. The digital out of home media advertising firm has already installed two 8 feet by 6 feet LED screens at different locations inside the station.

    The LED screens are strategically placed to give maximum exposure to the brands taking into account the average time spent at the station by commuters. The media grapevine says that Lineage considers CST a strategic location for out of home media and is in talks to enter into a similar agreement for western line‘s Churchgate station as well.

    Lineage Media‘s current brand partners for the digital OOH option at CST include Parle Agro Frooti, Sundaram Books E Class and Hexacorp Petrochemicals. The commercials on these screens will repeat every five minutes and screens will run for 14 hours a day from 8 am to 10 pm.

    This is the first time that such huge, high definition screens will bring out advertisers‘ content inside the railway station, which has a footfall of more than four million commuters on an average day.

  • VFX keeps filmmakers away from shoot at railway stations

    VFX keeps filmmakers away from shoot at railway stations

    MUMBAI: Only a handful of films like Ra.One, Mere Brother Ki Dulhan and Mausam feature railway stations, according to a Central Railway report.

    Revenue from that particular window has dipped by 60 per cent compared to that of 2009-10. The reason being cited is that filmmakers tend to make use of latest technologies like visual effects (VFX).

    With the technology around, filmmakers have been desisting to go out to shoot on location for sometime now. What they primarily need are the basic shots that are later interspersed with objects, people and effects. Through this, film units save on time as well as money.

    For the shooting of Ra.One, the makers used the Chhatrapati Shivaji Terminus for a day, though it had an elaborate sequence of a train ramming into the station forcefully, cutting through the platform and the station boundary walls and toppling on to the road only to be stopped by Shah Rukh Khan’s character with one hand in the exteriors of the station. It is said that the producers paid the CR Rs 125,000 for the shoot.

    “The shot looked so elaborate on screen, making the film audience wonder as to how many days it must have taken to shoot the entire sequence. But, with the help of VFX, a few shots of the train and the station sufficed the wants of the makers. The rest was done by our visual effects team,” said Red Chillies VFX CEO Keitan Yadav.

    Only 13 production houses including Red Chillies Entertainment, Excel Entertainment and Yash Raj Films shot at Central Railway locations in 2011-’12 compared to 28 in 2009-’10 and 19 in 2010-’11.

  • Zee TV conducts dance mobs to promote DID 3

    Zee TV conducts dance mobs to promote DID 3

    MUMBAI: Zee TV, the flagship channel from the Zee Entertainment Enterprises Ltd (Zeel) stable, conducted flash mobs across various parts of Mumbai and Delhi on the Christmas Eve to increase viewership and brand effectiveness of season 3 of its popular dance reality show, Dance India Dance.

    On 23 and 24 December, many parts of Mumbai and Delhi saw a mob of nearly 50/100 people all dressed as collegians, shopkeepers and local residents, shaking their legs on Bollywood numbers.

    The dancemob was an initiative that was a part of the 360 degree campaign that the channel has planned during the launch phase of the show.

    With an aim to create a buzz on Dance India Dance Season 3, the dancemobs were conducted in various locations like Rajouri Garden market, PVR Anupam (Saket) and PVR Satyam (Janakpuri) in Delhi while in Mumbai they were conducted at Cinemax Andheri and PVR Phoenix Mall, Lower Parel.

    A similar activity was conducted on 24 December at Chhatrapati Shivaji Terminus and Churchgate stations.

    The channel has started airing auditions episodes since 24 December at 8.30 pm weekend band.