Mumbai Metro Rail Corporation: Mumbai Life Line 3 – Connecting the Unconnected

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Campaign details

Agency: Burson Cohn & Wolfe (Genesis Burson-Marsteller) Brand: Mumbai Metro Rail Corporation

Situational analysis

With 7.5 million riders daily, Mumbai's railway system is the world's most overcrowded public transport system. To ease the burden on existing tracks, Mumbai Metro Rail Corporation Limited (MMRCL) decided to create another railway line called the Mum A group of social activists and environmentalists approached the Bombay High Court to demand stalling of the project since it involved the felling of trees and succeeded in securing a stay order. Realising that they had allowed other people to control the narrative around the metro line, MMRCL launched an integrated communication campaign – "Mumbai Life Line 3 – Connecting the Unconnected". Using public relations, advertising, digital and community engagement programmes, MMRCL reached out to more than 5 million citizens of Mumbai who were directly or indirectly impacted by the project and initiated a 2-way dialogue with them. All it required was finding a balance between sentiments and rationale, collaboration over agitation, and pragmatism over disbelief. By bringing facts to life through deeper engagement with influencers and education, MMRCL managed to shift the negative perception. Eventually the Bombay High Court revoked its stay order and allowed the project to proceed.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands