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 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...

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