Reserved for Women. Renamed for Maa Behen.

The brief

We wanted to launch it in a space where women were already a defined part of the environment: Delhi Metro’s women-only compartments.

The insight

The Metro already had a language for women: “Ladies Only” and “Reserved for Ladies.”

For a film called Maa Behen, we could simply change who those signs were talking to.

What we did

We renamed the Metro’s existing signage for Maa Behen.

“Ladies Only” → “Entry for Maa Behen Only.”

“Reserved for Ladies” → “Reserved for Maa Behen.”

The new signage went across the women-only compartments, turning the Metro’s existing infrastructure into the film’s media.