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 Mumbai Metro Line 3. An infrastructure project of this magnitude was bound to create conversations since it involved acquiring large pieces of land, displacing people, noise and traffic pollution, and interference with the environment.A group of social activists and environmentalists approached the Bombay High...