SET tunes into Mumbai Metro network

In a first ever collaboration of its kind on any Indian metro network, Sony Entertainment Television (SET) has tied up with Times OOH to set up 48 TV screens inside Mumbai Metro stations to provide live entertainment to the passengers. Now passengers can catch up on their favourite Sony TV shows while waiting at the platforms.

This collaboration gives exclusivity to Sony Entertainment Television at the Mumbai metro platforms. Speaking on this, Aman Srivastava, Sr. VP & Head of Marketing, Sony Entertainment Television said “Mumbai Metro registers the commute of more than 8 lakh passengers daily. In terms of brand visibility and recall for our shows, we felt Mumbai Metro was well equipped to host the Sony Entertainment Television screens and gain access to our audience who are away from their TV screens at home”. Out of the 8.3-lakh ridership, 55% are smart card owners, which means that at least 460,000 passengers will form a great brand recall for Sony.

Times OOH orchestrated this deal for a year. “Mumbai Metro is an innovative platform for marketers to showcase their product portfolio and offer activations and experiential marketing solutions. We have covered all 12 stations of Mumbai Metro with Sony Entertainment Television’s renowned TV shows. This makes sure that the channel engages continuously with the passengers along their journey and creates an impactful memory in their minds. At the same time, it ensures that the passengers get an unparalleled travel experience, because while they wait at the platforms, there is entertainment available for them. Hence, this association works on all fronts,” said Rajat Mittal, Vice President, Alliances, Events & Sponsorship, Times OOH.