The Western Railway in association with a private firm has launched the second phase of its 'Be Zinda' campaign to dissuade train commuters from risking their life while travelling in suburban trains. The firm IdeaHive Media Pvt Ltd will capture inspiring tales of people living here, stories which define the 'Spirit of Mumbai' and stories of those who have triumphed against all odds, a senior WR official said.

Such stories will be shared through advertisements, radio programmes to tell commuters that life is priceless, he said. According to him, social media will be an important part of the campaign. "The authorities are hoping that commuters will not endanger their life by crossing the rail tracks just to save a minute or two," he said.