ITV

Tag: Western Railway

  • Mumbai’s local trains, women commuters and Zee TV’s Bas Itna Sa Khwaab

    Mumbai’s local trains, women commuters and Zee TV’s Bas Itna Sa Khwaab

    MUMBAI:  Zee TV’s  7 pm show Bas Itna sa Khwab has women navigating the challenging tug of war between duty calls at work and home as its central premise.  What   better way can there be to bring out this central theme than branding trains which commuters (in this case, women) hop on to daily to get to their workplaces.

    Which is what the Zee TV marketing team has done. In a first of its kind tactic for Hindi general entertainment channels, multiple Mumbai local AC trains and the Delhi metro have been plastered with the  show’s key visuals, turning them into moving billboards.  The branded trains beautifully captured the essence of Bas Itna Sa Khwaab, which celebrates women who strike a fine balance between their work and family responsibilities.

    To top that, the show’s protagonist  Rajashree Thakur who plays the role of Avani Trivedi, stepped from reel to rail and took this message into the heart of Mumbai—aboard the city’s bustling local trains. Rajashree’s journey on the train became the heart of the campaign. She connected with fellow commuters, heard their inspiring stories, drew parallels between her own life and her character of Avani and brought joy to the crowd with a lively game of antakshari. Her presence transformed an everyday commute into a celebration of the unsung multitasking heroes of Mumbai. 

    (You can watch the reel about the marketing initiative here:)

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Zee TV (@zeetv)

    “ Branding Mumbai’s AC locals and having our show’s protagonist, Avani,  travel with daily commuters is a heartfelt initiative to bridge reel and real,” said Zee TV chief channel officer  Mangesh Kulkarni. “Through this unique experience, we wanted our Avani to meet the countless Avanis of the city—women whose strength lies in juggling myriad responsibilities and striking a balance between home and work, often without the acknowledgment they truly deserve. It’s a celebration of their resilience, and a reminder that the story of ‘Bas Itna Sa Khwaab’ is, in many ways, their own story too.”

     “Meeting women on the train who live similar lives was incredibly humbling,” expressed  Rajashree Thakur.  “Their stories of juggling long commutes, demanding jobs, and family responsibilities turned out to be truly inspiring. I hope my portrayal encourages women to dream big while finding their balance in life.”

    The marketing initiative helped build an emotional connect with women commuters. Now let’s wait and watch how much the buzz generated around it will help its ratings climb. 

  • Red FM & Western Railway collab to celebrate the Mumbai Local

    Red FM & Western Railway collab to celebrate the Mumbai Local

    Mumbai: India’s leading private radio and entertainment network, Red FM proudly joins hands with Western Railway to create a music video with Mumbai ki Rani, RJ Malishka, aimed at deepening the connection between Mumbaikars and the Western Railway. The music video titled “Lay Bhaari” embodies the spirit of Mumbai and the ever-dependent relationship it shares with the Mumbai Local, the Western Railway.

    Known for its innovative approach towards social responsibility, Red FM has once again demonstrated its commitment to community engagement through the creation of the song “Lay Bhaari”. The video features RJ Malishka, Mumbai ki Rani, capturing real-life people and situations across five plus stations of Western Railway, including prominent locations like the Western Railway Hertiage Gallery at Churchgate, EMU Carshed at Mumbai Central ,Yard, and Train Management system at Mumbai Central. The video is a celebration of the intricate bond between Mumbaikars and Western Railway, emphasizing on the shared joys, sorrows, and stories that travel on the tracks.

    Commenting on the collaboration, Western Railway chief public relations officer Sumit Thakur said, “The “Lay Bhaari” song sung by RJ Malishka appeals in her ‘bindaas’ Mumbai lingo to follow rules and regulations for a happy and safe train journey. The song gives several social messages like, security at stations, special provisions for ladies and Divyangjan passengers, Not Boarding/Alighting a moving train, Not traveling on the footboard of the train, etc.

    Speaking on the collaboration, Red FM & Magic FM COO & director Nisha Narayanan said, “Our association with Western Railway goes beyond a conventional collaboration. ‘Lay Bhaari’ is not just a song; it’s a celebration of the symbiotic relationship between the people of Mumbai and the Western Railway. As a brand that is committed to social responsibility and has consistently pursued innovative ways to connect with our audience, ‘Lay Bhaari’ is a testament to our ability to weave impactful narratives. Malishka, with her unparalleled energy captures the essence of Mumbai. The sounds of Mumbai, including railway announcements, are intricately woven into the melody, creating an immersive experience that resonates with the spirit of the city.

    The song serves a dual purpose of reminding Mumbaikars to follow rules and fulfill their responsibilities towards Western Railway while highlighting the safety for women and promoting responsible behavior. It also subtly showcases Operation Amanat, an initiative by the Railway Protection Force to make it easier for passengers to retrieve lost luggage.