The local trains in Mumbai are known to give a unique glimpse into the lives of Mumbaikars. The most endearing part of the train is the ladies compartment which is as colorful and as boisterous as the women commuters. From Birthdays to Anniversaries to Bachelorettes and respective festivals get celebrated in these compartments. The ‘train friends’ form ‘train groups’ and eventually graduate to being an integral part of each other’s lives. As an ode to this bond of train friendship, Sony Entertainment Television recently launched the show – Ladies Special, that boasts of an engaging narrative that weaves three stories of hope, friendship, aspiration and womanhood, the show will redefine the audience’s outlook towards life. Keeping up the spirit of celebrations, the channel had a colorful surprise stored in for the commuters on the very first festival of 2019!
On the occasion of Makarsankranti, the channel engaged in social festivities across the Ladies coaches in 40 trains on Western Railway. The Ladies coaches were bedecked with kite-shaped creatives that highlighted festive wishes from the three characters – Meghna, Bindu and Prarthna.
Furthermore, the promoters handed out branded pocket calendars to all the commuters that have important dates marked out as per the panchang. The activity garnered support from the radio stations as well with the RJs keeping Mumbaikars well informed about the activity. LIVE call ins were also facilitated by the OB jocks who went on-ground and travelled with the commuters capturing their sentiments and excitement with this activity.
Social media was abuzz with passengers reacting to the activation by immediately tagging the show with their pictures on social media thanking SET for bringing some colour and joy into their lives.
The characters of the show – Meghna Nikade, Bindu Desai and Prarthna Kashyap are winning the hearts of the audience with their journey that represents the reality of middle class life, their anxieties and aspirations in Urban India. With this activity across the Mumbai Local, Sony Entertainment Television reached out to more than 3 lakh women commuters on Western Railway.
Tune into Watch Ladies Special every Monday- Friday at 9:30 pm only on Sony Entertainment Television