The National Capital Region Transport Corporation has launched a gender sensitisation campaign titled ‘Aakankshaon Ke Pankh’ at the Sarai Kale Khan Namo Bharat station on 24 March 2026. Introduced under the Nirbhaya Fund of the Government of India, the initiative aims to build awareness around women’s safety while communicating the system-level interventions implemented across the network.
The launch event brought together key stakeholders including Shalabh Goel, managing director, NCRTC, alongside Asha Devi and Badrinath Singh, parents of Nirbhaya, and journalist and speaker Richa Aniruddha. Senior NCRTC leadership, including Namita Mehrotra, director/finance, and partner organisations were also present, signalling a multi-stakeholder approach to the campaign.
At its core, ‘Aakankshaon Ke Pankh’ adopts a content-led communication strategy anchored in both on-ground and digital engagement. The campaign was unveiled with a film showcasing planned interventions across the Namo Bharat system. These include CCTV surveillance outside station premises, well-lit access points, SOS features integrated within the ‘Namo Bharat Connect’ mobile application, and a dedicated women’s safety helpline. Each of these elements is positioned not only as infrastructure upgrades but as visible proof points within the campaign narrative.
The initiative extends beyond physical measures into behavioural change communication. NCRTC has incorporated films, nukkad nataks, workshops and community engagement formats to drive gender sensitisation messaging. These formats are designed to contextualise everyday commuter experiences and encourage bystander responsibility, positioning safety as a shared social construct rather than a purely institutional mandate.
Goel said, “Ensuring a safe and respectful environment for every commuter is our core priority. At NCRTC, we understand that safety is a collective responsibility, it’s not just about infrastructure. Through ‘Aakankshaon Ke Pankh’, a campaign been undertaken for the next five years, we aim to build greater awareness and encourage social participation towards ensuring safe and reliable commute for women across the Namo Bharat system.”
The campaign also integrates experiential elements to deepen engagement. Two films on gender sensitisation and women empowerment were premiered during the event, reinforcing storytelling as a key communication tool. A ‘Gratitude Wall’ installation was introduced at the station, encouraging commuters to share handwritten messages acknowledging women who have influenced their lives. This participatory format is expected to remain active over the coming months, creating a sustained touchpoint for commuter interaction.
On-ground activations included a nukkad natak and a gender sensitisation workshop targeted at drivers of last-mile connectivity vehicles. These interventions highlight NCRTC’s intent to extend the campaign beyond its immediate infrastructure ecosystem and into adjacent service layers that shape commuter experiences.
Traditional media placements also form part of the communication mix. Banners and posters have been installed داخل trains and across station premises, depicting everyday scenarios related to gender sensitivity and respectful conduct. These visual assets aim to reinforce campaign messaging at high-frequency commuter touchpoints.
Asha Devi reflected on the broader societal shift, noting that such initiatives mark a positive change in public transport safety. Aniruddha added a personal perspective, stating, “I came to Delhi nearly three decades ago to study, and as a mother of a daughter today, I can understand the fears my parents must have had. Today, after experiencing the commute in Namo Bharat, I can say with confidence that things are changing for the better. We have overcome apprehensions and are now taking flight on the wings of aspirations.” She further emphasised, “While NCRTC and the Government can take initiatives, their success ultimately depends on a change in mindset and the role each one of us plays as responsible bystanders.”
Planned as a five-year programme, ‘Aakankshaon Ke Pankh’ positions NCRTC’s efforts at the intersection of infrastructure, communication and behavioural change. The campaign underscores the role of integrated marketing and community engagement in shaping safer public transport ecosystems.
