Sony – Bhumikanya
The Task
MSRTC, Maharashtra’s state transport backbone, introduced two powerful government-backed schemes aimed at empowering women and honoring senior citizens. The challenge was to communicate these benefits in a memorable and emotionally resonant way — while keeping it relevant, relatable, and rooted in Marathi culture.
- Campaign Strategy
- Still Photography
- Social Media Assets
- Print Collaterals
The Solution
We brought Maharashtra’s most loved on-screen couple — Ashok Saraf and Nivedita Saraf — together after years, not just to create nostalgia, but to make an emotional connection with our target audience. Through a series of 3 heartwarming TVCs, we showcased their journey on MSRTC buses, highlighting: 50% Discount for All Women — effortlessly woven into Nivedita Saraf’s character. Free Travel for Senior Citizens Above 75 Years — perfectly represented by Ashok Saraf himself.
From casting to storytelling, scripting to screen, this campaign wasn’t just about promoting schemes — it was about celebrating dignity, respect, and independence. And with the Sarafs leading the way, we ensured this message traveled across Maharashtra — with warmth, pride, and a touch of nostalgia. A campaign that didn’t just inform, but moved.
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