Mumbai: Taking storytelling beyond the screen, Zee TV has launched an innovative campaign for its latest show, ‘Bas Itna Sa Khwaab,’ by branding Mumbai’s AC local trains and the Delhi metro with visuals from the show. This unique initiative transforms these bustling trains into moving billboards, celebrating the resilience of women who juggle work and family, much like the show’s protagonist, Avani Trivedi.
As part of the campaign, lead actor Rajashree Thakur brought the show’s message to life by surprising female passengers aboard a Mumbai local train. Dressed as her character Avani, she connected with commuters, celebrated their stories, and turned the everyday commute into a joyous occasion. From playing Antakshari to listening to the heartfelt tales of women balancing work and home, Rajashree’s presence highlighted the strength and determination of Mumbai’s unsung multitaskers.
Mangesh Kulkarni, Chief Channel Officer, Zee TV, emphasized the thought behind the initiative: “At Zee TV, we constantly strive to create meaningful connections with our audience by weaving our narratives into their everyday lives. Branding Mumbai’s AC locals and having our show’s protagonist, Avani Trivedi, travel with daily commuters is a heartfelt initiative to bridge reel and real. 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.”
Reflecting on her memorable journey, Rajashree Thakur shared, “Playing Avani in ‘Bas Itna Sa Khwaab’ has been a privilege. Meeting women on the train who live similar lives was incredibly humbling. 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.”
This campaign not only elevates Zee TV’s brand presence but also serves as a heartfelt tribute to the everyday heroes who keep Mumbai moving. By blending innovation with purpose, Zee TV has set a new benchmark in the television industry, creating a unique synergy between reel and real-life narratives.
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