Hungama TV's Express initiative becomes a chugging success

MUMBAI: Hungama Express has until now toured 376 locations in 34 cities covering 10 states in about 94 days. It has managed to touch base with over one million in the tour.

Hungama TV's door-to-door initiative - Hungama Express was launched with the objective of taking the channel into the lives of kids across the country and letting them know what's hot-n-happening on Hungama TV. Be it new shows, characters or the Channel Captains, the Express had them all aboard.

"With Hungama Express we took the channel directly to our viewers across the country and were able to touch them in a way that mass media advertising cannot. We had an innovative game aboard the Express and called it the Hungama Bogie. Kids had to answer a few simple questions based on info given out by the 'TC' of the Express and could win some great prizes," said UTV senior vice president marketing and communications Siddharth Roy Kapur.

To build pre-event hype, the channel distributed over 750,000 tickets at over 1000 schools across 34 cities. Another first by the channel was implementing an online tracking system for the Express. Students could log on to the channel's website ( and track the movement of the Express in real time by city, location as well as time of arrival.

"This put the onus on us to stick to our schedule as we had children awaiting the arrival of the Express in their respective cities on the appointed day. In fact at one point of time we had four Expresses roll out simultaneously to meet the schedule. Except for one day off at Varanasi due to some local politics, the Express was absolutely unstoppable in its 94 day itinerary," added Roy Kapur.

The journey of the Express was dotted with quite a few highlights. All the seven Hungama TV Captains of 2005 along with the 20 Captains of 2004 made special appearances on the Express in their respective cities and urged their peers to get into the Bogie. Kids in Mumbai had an unexpected meeting with their favourite character Doraemon and all the participants at Hungamathon in Delhi also received tickets for the Express.

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