The campaign was inaugurated on Wednesday with a special exhibition at Churchgate Railway Station in Mumbai at 3 pm. Pic/Ashish Raje
The event marked the beginning of a series of themed exhibitions and digital initiatives designed to educate commuters on various safety protocols
Speaking to mid-day, Western Railway's Chief Public Relations Officer (CPRO) Vineet Abhishek explained the rationale behind choosing Chhota Bheem as the face of the campaign: “We regularly engage with our passengers through social media, print, and electronic media. This time, we wanted to add an interesting and creative angle to our outreach. Chhota Bheem is a beloved character across all age groups, especially among children. By using his voice and personality, we believe the safety messages will be more relatable and memorable"
The campaign features animated messaging on key topics such as using foot overbridges, escalators, elevators, and avoiding trespassing on railway tracks
The CPRO highlighted that by instilling these habits in children early on, they are more likely to follow safety protocols as they grow older
The current theme focuses on trespassing, but Western Railway plans to expand the campaign to include topics such as digital ticketing and more
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