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.