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Indian Railways (ADRA Rail)

Summary:
Indian Railways, one of the largest railway networks in the world owned and operated by Government of India through the Ministry of Railways.

Under Indian Railway’s Southern Eastern Railway Zone(SEZ) comes ADRA Rail division which is one of the four railways divisions under southern zone. Adra Rail division aimed at developing a series of educational films in animated video format. The objective of the education series was to inform the commuters on the enquiry services offered by the Indian Railways to address the complaints or register their suggestions.

Backstory:
The aim of these animated films was to educate the consumers/commuters about the railways service helpline numbers offered to address complaints of the commuters.

Problem:
The agency was brought on board by Millennium India Education Foundation (Mief) for Adra Rail to help in developing an animated series focused on educating commuters on the various helpline services offered by Indian railways and understand the use of the helpline numbers. This step was also an opportunity to communicate the efforts taken by the Indian Railways towards the betterment of the services, including security of the commuters and steps taken in favour of Swachh Bharat campaign- to promote cleanliness.

Solution:
The solution included series of 5 animated videos that explained various helpline services offered by Indian Railways through informative and engaging content. The team pitched in and developed videos on various helpline services offered by Indian Railways which included helpline number 138, 139, 182 etc. The films were also to have multi-lingual versions and were also focused on cleanliness and Swachh Bharat Campaign.

Outcome:
The films added more fire-power to the Adra Rail’s commuter initiatives and proved to be key in their communication strategy. The films were shared across social media and garnered lot of views and attention, thereby helped in increasing awareness about these initiatives by the Indian Railways. One video specifically on Women’s safety was also promoted by the Indian Railways which received more than 26,000 views, almost 800 shares and over 40 comments.

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