At first glance, it looks like a scene straight out of a POGO special — Chhota Bheem, the ever-energetic animated hero, beams from posters, cutouts, and videos at Mumbai’s Churchgate railway station. But this isn’t a promotional stunt for a new movie— it`s Western Railway’s bold new strategy to get India’s bustling commuters, especially adults, to take railway safety more seriously.
Unveiled on Wednesday with an interactive exhibition at Churchgate, the campaign focuses on curbing dangerous practices such as trespassing on railway tracks and boarding or alighting from moving trains. But what sets it apart is its choice of spokesperson —not a stern official or a celebrity, but a beloved cartoon character.
“We’ve always engaged with passengers through traditional media and digital platforms,” said Vineet Abhishek, Chief Public Relations Officer (CPRO) of Western Railway, speaking to mid-day. “This time, we wanted to try something different, something more creative, and emotionally resonant,” the CPRO added.
Enter Chhota Bheem, the animated superhero known for his strength, kindness, and unwavering sense of right and wrong. While he may have been designed for a younger audience, Western Railway is betting on his wide appeal. “Bheem isn’t just popular with kids. Parents watch along, younger siblings idolise him, and even college students grew up with him. The character evokes trust, and that makes him a powerful messenger,” said Abhishek.
The campaign’s messaging includes animated videos and posters encouraging commuters to use foot overbridges, escalators, and elevators instead of crossing tracks, a dangerous shortcut still taken by many. And by using the animated character Bheem to deliver these messages, railway officials hope they’ll stick in people’s minds, especially children’s.
“Safety habits begin young,” said Abhishek. “If children absorb these rules now, they’ll follow them naturally as they grow up. Plus, they often influence adults,” he added.
But this isn’t just a one-day exhibition. The initiative is designed to evolve. While the current theme is trespassing, future chapters will tackle issues like digital ticketing, station cleanliness, and emergency protocols. These rotating themes will be explored through travelling exhibitions at other stations across the network.
Social media is also playing a key role. With interactive posts and animated content rolling out across Western Railway’s digital platforms, the campaign is designed to be both shareable and participatory. School visits, college outreach, and collaborations with educational institutions are also in the pipeline.
The strategy speaks to a broader shift in how public institutions are communicating with citizens, moving from command-and-control messaging to storytelling and emotional engagement.
In a country where thousands of people use railways, even a small change in awareness can save lives. And if that change begins with a cartoon superhero, Western Railway is more than willing to give it a shot.
After all, in a place where reminders are often ignored, a familiar voice saying, “Use the foot over bridge, not the tracks,” might just make all the difference.
