The campaign takes on the safety issue of train commuters in Mumbai like people who travel atop the trains and those who endanger their lives by crossing railway tracks. The campaign is an extension of its larger campaign on ‘Mumbai Manao, Life Banao' which celebrates Mumbai. The campaign will see RJ Ankit hosting the breakfast show from atop a bridge at Dadar railway station from 7 AM to 11 AM each morning, until he gets a minimum of 9,270 volunteers to support the cause and spread the awareness.
Local trains are Mumbai's lifeline and, given the recent spurt in train accidents, 92.7 BIG FM has taken up the responsibility to drive awareness in a unique manner through this campaign. RJ Ankit will be in his mobile radio studio at a key junction at Dadar railway station. His show will involve interviews with the authorities, highlighting the challenges that they face, speaking to passengers about the reasons and thrills that they get out of endangering themselves, people who have survived accidents to share their story, those who have lost someone to an accident, and so on. The show will also see a slew of celebrities visiting the mobile studio as a mark of support and encouragement for the campaign.
Extending the campaign to social media, RJ Ankit will also get aerial pictures of people endangering their lives, which will be posted on the social media network, to work as an eye-opener for those who see them. Listeners can participate in the initiative by sending in SMSes to 55454, showing their support and making a solemn promise to travel safely.
Commenting on this campaign, a 92.7 BIG FM spokesperson said: "As a responsible media brand that reflects the city's passions and emotions, we believe the use of our medium - radio - which boasts of being a live medium, local and highly engaging, we found this cause most be-fitting. The campaign has been conceptualized to highlight the staggering number of accidents and dangers that commuters call on themselves. We are extremely thankful to the Western Railways and Humanitarian Welfare & Research Foundation for supporting this initiative. As a brand that celebrates Mumbai's passions, this is our way to contribute to an issue so relevant to our audiences."