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Tag: Mumbai railway

  • 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.