Factual
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.
MUMBAI: India’s most famous hot seat is about to welcome an unlikely first-timer. For the first time on Hindi general entertainment television, industrialist Kumar Mangalam Birla will appear on Kaun Banega Crorepati, the iconic quiz show hosted by Amitabh Bachchan.
The special episode marks a rare meeting point of boardroom heft and prime-time television, bringing one of India’s most influential business leaders face to face with the country’s most enduring screen legend. It is a crossover that blends intellect, leadership and popular culture, all under KBC’s familiar spotlight.
Birla’s appearance dovetails neatly with the show’s current theme, Jahaan Akal Hai, Wahan Akad Hai, which celebrates the confidence that comes from clarity of thought and knowledge. His presence lends weight to the idea that sharp thinking and conviction are as vital in life as they are in the quiz chair.
In a thoughtful conversation with Bachchan, Birla shared an upbeat view of India’s economic journey, pointing to the nation’s rapid growth and the scale of opportunity opening up across industries and communities. He spoke of momentum, ambition and a future shaped by enterprise and ideas.
The episode is not all serious talk. In lighter moments, Birla confessed his long-standing admiration for Bachchan, calling him his favourite actor and admitting to a touch of nervousness at answering questions in front of the Shahenshah himself. The candour adds a human touch to a man more often seen in headlines than on television sets.
The special episode airs on Monday, 29 December at 9.00 pm on Sony Entertainment Television and Sony LIV.
