Sony MAX has launched an experiential on-ground campaign in Mumbai to build anticipation around the World Television Premiere of ‘Laalo’, scheduled to air on May 17 at 1pm.

As part of the activation, the channel transformed an autorickshaw into a moving “comfort zone” near a Krishna Temple in Mumbai, creating an emotionally driven experience inspired by the film’s central themes of hope, resilience, and inner strength. The initiative aimed to take the emotional essence of the film beyond television screens and into everyday public spaces.

Passengers travelling in the specially branded Laalo-themed auto, driven by actor Shruhad Goswami, were greeted with a curated audio experience featuring reflective messages and calming conversations designed to encourage moments of pause amid hectic city life. The rides also provided a shaded and peaceful atmosphere, aligning with the spiritual and uplifting tone of the film.

The campaign focused on creating authentic emotional engagement rather than a conventional promotional activity. Commuters experienced moments of surprise, introspection, and comfort during the ride, helping establish a deeper connection with the film’s narrative and characters before its television debut.

A Sony MAX spokesperson said the initiative was designed to extend the emotional soul of Laalo into the daily lives of viewers. The spokesperson added that the idea was to transform a simple autorickshaw ride into a meaningful moment of calm and reflection while reinforcing the channel’s approach toward emotionally driven storytelling experiences.

‘Laalo’, which emerged as a record-breaking Gujarati blockbuster, stars Karan Joshi as Lalji Dhansukh Parmar, a rickshaw driver whose life undergoes a dramatic emotional transformation. The film also features ‘Reeva Rachh as Tulsi, Shruhad Goswami as Lord Krishna, and Mishty Kadecha as Khushi.

Directed by Ankit Sakhiya, the film explores themes of faith, purpose, hope, and human connection, making it a family-oriented emotional drama aimed at audiences across age groups.

The World Television Premiere of ‘Laalo’ will air on Sony MAX on Sunday, May 17 at 1pm.