Overview

• Reliance-owned metro train service in Mumbai, operating from Ghatkopar to Versova
• Digitally launched the first line of the Metro Rail project in Mumbai, built by Reliance ADAG
• Used social media and localized digital solutions for branding and increasing ridership

Information Dissemination for Increasing Awareness

• Social media communication highlighted amenities and security features of the Metro
• Used localized push-SMSes to target and reach people living close to metro stations
• Real-time updates about any service delays or repair work were posted via Twitter

Majhi Metro Campaign

• Photography contest with fair categorization into DSLR, Point-and-shoot and Mobile
• Participants were given themes to click pictures in the Metro premises and submit online
• Sought special permission from Reliance to allow photography during campaign duration
• All entries are perpetually displayed in a Metro Museum created at Ghatkopar station
• Besides on-ground and online recognition, there were cash prizes for top winners
• Later evolved into Majhi Metro Festival where video entries are invited and judged

Above it All Campaign

• Idea was to establish superiority of the Metro above other forms of public transport
• Since the entire Metro line from Ghatkopar to Versova is elevated, the thought Above it All fit in well
• Highlighted superiority in terms of comfort, commute time, amenities and experience
• Executed social media contests to further amplify the reach of the campaign