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Mumbai Metro Rail Corporation

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Connecting the unconnected with the Mumbai Metro

The Mumbai Metro Line 3 was to help the world's most overcrowded public transport system relieve the burden its 7.5 million commuters placed on the existing tracks. A project of this magnitude was bound to disrupt life, so when activists threatened to derail it, Genesis BCW stepped in to make Mumbaikars feel involved and connected with the project.


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CREATING A LIFELINE

The uproar among Mumbaikars who believed the project had adverse effects on humans and nature had to be battled with human contact. “Mumbai Life Line 3- Connecting the Unconnected”, as the name suggests, was developed to create a human touch to the entire project. The campaign focused on simplifying complex technical facts, educating about the long-term benefits and showcasing how Mumbai Metro Line 3 would literally serve as a much-needed lifeline for an overcrowded city and its commuters. It involved talking about the measures taken to protect flora and fauna, the restoration of areas that were temporarily tampered with, and real-time progress reports. Senior officials engaged with the media as well as people from various walks of life at different forums, including social media to showcase project progress and benefits.

THE HUMAN TOUCH

Information kiosks and over 100 public consultations opened a two-way dialogue that helped Mumbaikars voice their opinions and concerns. The tide really began to turn when the commuters became the champions of the project, sharing their eager anticipation with the media.

THE MUMBAI SPIRIT

The 10 large interviews, 140+ proactive stories, 5 million reach, told the story of positive change! But the clincher was when the Bombay High Court revoked a stay order it had put at the behest of activists, leading to 16% of the civil work being completed versus a targeted 14% by January 2018.


AWARDS

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2018 PR Awards Asia

Gold Award South Asia PR Campaign of the Year - Mumbai Metro Rail Corporation - Mumbai Life Line 3 Connecting The Unconnected

Campaign PR Awards Asia


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2018 PR Awards Asia

Silver Award Issues, Crisis or Reputational Management - Mumbai Metro Rail Corporation - Mumbai Life Line 3 Connecting The Unconnected