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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.
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National Geographic launches ‘Postcards from Hong Kong’ with Ridhi Dogra
New series explores the city’s hidden gems and vibrant contrasts, premiering 28 March.
MUMBAI: Ridhi Dogra just sent a postcard from Hong Kong that’s worth framing because when a bustling metropolis reveals its quiet trails and timeless traditions, even the skyline takes a back seat. National Geographic has unveiled Postcards from Hong Kong, a refreshing travel series hosted and curated by actor Ridhi Dogra. Produced by National Geographic Creative Works in collaboration with the Hong Kong Tourism Board, the show offers an intimate, Indian traveller’s perspective on one of Asia’s most iconic cities, moving beyond its glittering harbour and skyscrapers to uncover serene beaches, scenic hiking trails and deep cultural traditions.
Across three visually rich episodes, Ridhi journeys through contrasting sides of Hong Kong. The first episode takes her on a quieter path of self-discovery to places like Sai Kung, Big Wave Bay, Dragon’s Back, Tai O, Ngong Ping, Po Lin Monastery and the Tian Tan Buddha. The second episode dives into the city’s energetic side, from the bustling streets of Causeway Bay to Happy Valley Racecourse, Michelin-starred spots and luxury shopping at Landmark.
Ridhi Dogra said, “Being part of Postcards from Hong Kong with Nat Geo was a deeply enriching experience. What I love about this journey is that it goes beyond the obvious; it’s not just about the skyline or the speed of the city but about the stories that live in its quieter corners.”
A National Geographic India spokesperson added, “With Postcards from Hong Kong, we set out to go beyond the familiar and explore the city through a more intimate, human lens.”
Hong Kong Tourism Board director of South Asia Puneet Kumar noted, “Postcards from Hong Kong is a reflection of meaningful storytelling that brings the city to life in an immersive way. It beautifully captures the diversity and spirit that define Hong Kong.”
Blending travel, culture and personal storytelling, the series celebrates Hong Kong as a city of contrasts where modern life meets tradition and every corner holds a story waiting to be discovered. It premieres on 28 March at 8 pm on the National Geographic Channel and will also stream on JioHotstar.
In a world of hurried travel reels, Postcards from Hong Kong slows things down just enough to let viewers truly see the city not just its lights, but its layers, proving that the best souvenirs are the stories you bring home.
