How do you get the kids of Gurgaon out of their swanky cars and into trains? #RapidMetroGurgaon wanted the families of Gurgaon to leave their individual vehicles and switch into a more eco-friendly mode of transport.

We decided to take an innovative step towards encouraging people to use the public transport. We initiated a unique kid’s special train called Joy Express – an hour long joyride for kids.

Joy Express was a part of our ‘Har Din Ek Utsav’ campaign which offered a daily dose of experiences like Selfie Monday, Lucky Tuesday, Around-the-World Wednesday, Thursday Tweets, Incredible Friday. If was the highlight of the entire campaign where we engaged kids into art and craft workshops.

The inside of the train was turned into a workshop with kids learning origami, puppet making, drawing, ikebana, and clay modelling. Magic shows and science tricks were an added bonus. Stilt walkers, clowns, human inflatables, billboards and metro branding panels were used to build up the story as well as spread the message of the economic, environmental and social impact of choosing public transport. We tied up with different schools and NGOs to encourage kids to use the public transport. The digital influence spread well beyond the catchment as the official Rapid Metro Gurgaon was bombarded with user generated content including selfies, tweets, Dubsmash videos and photo opportunities.