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:)
“ 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.
