Mumbai’s local trains are playing old Hindi film melodies, interspersed with a narrative by lyricist Javed Akhtar on the songs and their composers. The television show, ‘ The Golden Years 1950s -1975,’ meanwhile, is on air at 8 PM every Sunday on Zee Classic
BestMediaInfo Bureau | Mumbai | March 16, 2016
To celebrate 25 years of timeless music, made immortal by playback singers like Mohammed Rafi and Kishore Kumar and composers like Rahul Dev Burman, the television channel Zee Classic, has initiated Zee Classic Radio Trains in Mumbai.
Local trains in Mumbai, exclusively branded Zee Classic Radio trains, are playing classic melodies through their in-built sound systems. The songs are interspersed with untold stories and anecdotes about the songs and their composers, by popular lyricist and poet, Javed Akhtar. The Zee Classic Radio Trains aim to entertain the lakhs of daily commuters of Mumbai’s local trains and offer them a respite from the stress and strains of city life.
The trains are playing songs from a special programme on the Zee Classic channel - ‘The Golden Years 1950-1975, A musical journey with Javed Akhtar’, produced by EVPL. The programme, presented by Dettol and co-powered by the State Bank of India and Good Knight Fast Card, is on air at 8 PM every Sunday on Zee Classic.
The programme adheres to the channel’s core theme – ‘who zamaana kare deewana’ (those mesmerizing times). Zee Classic takes its audience through a musical journey with Akhtar, who narrates stories and anecdotes of the efforts that had gone into the cult music that continues to inspire music lovers in India today.
Zee Classic has made other innovative partnerships across media platforms to make the television show accessible to more people. The channel has partnered with the retro radio station - 92.7 Big FM for special segments, which are airing Hindi songs of the yesteryears, peppered with untold stories and trivia about them. A robust digital campaign is in full swing, across social media platforms like Twitter, Facebook and Miss Malini, among others, to promote the show.
Commenting on the marketing promotion, Ruchir Tiwari, Business Head, Zee Hindi Movie Cluster, said, “The channel has always gone beyond the usual with innovative shows and content. For the latest offering - ‘The Golden Years 1950 – 1975, A musical journey with Javed Akhtar’, we will entertain and engage audience through various platforms, i.e. radio, television and experiential marketing. These routes will enable us to reach out to various touch points and take the audience on a soulful journey.”