Sony MAX has launched ‘PEDDI KA ELAN’, an on-ground promotional campaign across Mumbai to build anticipation for the World Television Premiere of ‘PEDDI’ on October 24 at 8 pm.

Inspired by the film’s themes of struggle, perseverance and determination, the campaign features a cyclist travelling through selected locations across the city, including Shivaji Park, making public announcements about the upcoming premiere. The initiative draws on the traditional practice of munadi, or public announcements, to bring the film’s narrative closer to audiences.

Devika Prabhu, Business Head – Hindi Movies, Sony Pictures Networks India, said the campaign was designed to reflect the film’s rural setting and its central message of fighting for recognition and dignity.

“PEDDI is a story of one man’s unwavering resolve to win recognition and dignity for his community, against all odds. The film has a strong rural setting, and we wanted to bring a little bit of that world to life through our promotional campaign,” Prabhu said.

She added that the traditional announcement format offered a distinctive way to promote the film and give audiences a glimpse of its world ahead of the television premiere.

Through ‘PEDDI KA ELAN’, Sony MAX is taking its promotional efforts beyond conventional media platforms and directly into public spaces to generate awareness and excitement around the broadcast.

‘PEDDI’ will have its World Television Premiere on Saturday, October 24, at 8 pm on Sony MAX.