Nokia rebranded a tram into the “Nokia Unlimited Music Express” and turned it into a radio station. Five tram stations where identified with each station standing for a unique music genre, for instance - “Rock” Rabindra Sadan, “Country” College Street. For three days the radio tram plied non-stop playing the “music choice of the day”, 24 hours a day. To arrive at the “music choice of the day”, people had to message to a short code 55454 and vote for a station. The radio tram drove to the station receiving the maximum SMS votes for the day.

People boarded the tram and took a musical ride through the streets of Kolkata and sampled the Nokia Music Store on the laptops placed inside the Tram. For the first time ever a tram became a radio station which was a true rendition of NMS promise of unlimited music, anytime anywhere.

First time ever a tram became a store of live unlimited music across diverse genre. This was a true rendition of the brand proposition of unlimited music. 4,000 people boarded the ‘Nokia Unlimited Music Express’ in the three days of the activity. Over 100,000 radio listeners connected through SMS to call the Tram to a station near them and 32,000 of them registered on the ‘Nokia Music Store’ during this period.The icing on the cake came when Calcutta Tram Corporation - the board that manages the tramways decided to overturn the decision to discontinue tram services in Kolkata.