Fiction
Mumbai’s local trains, women commuters and Zee TV’s Bas Itna Sa Khwaab
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.
MUMBAI: On Christmas morning, whilst most of Mumbai slept off festive cheer, Satyam Tripathi’s heart gave out. 25 December proved cruelly ironic for a man who’d spent his career crafting drama—this time, there would be no second take. He was only 57.
Tripathi was a scriptwriter’s scriptwriter. Within India’s chaotic television industry, where writers are treated rather like spare parts, he’d carved out something rare: respect. For years, he sat on the executive committee of the Screen Writers Association, helping transform along with other leaders, what was once a talking shop into an organisation with teeth. When writers’ rights were little more than punchlines, Tripathi helped pen a different ending.
His credits read like a greatest hits of Indian telly: Hitler Didi, 12/24 Karol Bagh, Ek Mutthi Aasman, Parvarrish Kuchh Khattee Kuchh Meethi. Millions laughed, cried and switched channels to his work. He also championed the association’s Screen Writing Awards, ensuring that good writing didn’t go unnoticed in an industry obsessed with ratings and revenue.
Those who knew him speak of an affable soul, generous with time and advice. In a cut-throat business, Tripathi was that rarest of creatures: genuinely helpful.
His remains were cremated the same evening in the presence of industry associates and friends. The credits rolled quickly. But his final script—a better deal for India’s writers—continues to play out. That’s the sort of ending he’d have appreciated.
(Scriptwriters, producers and friends will be getting together to honour Satyam Kumud Tripathi’s memory and to hold a prayer meeting on 29 December. The location: Shri Guru Singh Sabha Gurudwara, 4 Bungalows, Andheri West, Mumbai. The time: between 3:30 PM and 5:00 PM.)
