Mumbai Metro & Its Strategic Brand Idea
Talk about travel to an average Mumbai resident. And immediately the head shakes in resignation and hopelessness. Congested roads, pollution, unreliable transport service, higher travelling cost and time spent on the road or station.
It was time for Mumbai Metro (which was announced in 2006) to make a grand entry. But like most infrastructure projects, it ended up adding to the woes along its corridor of construction. The construction, from its expected launch in 2010, finally started rolling in 2014!
Mumbai Metro needed an idea that would make people forget delays, fall in love with it and own it
For the communication agency, the challenge was not to increase ticket sales, as much as it was to achieve customer affinity.
Strategic Breakthrough
People were tired of the state the city was in, and were looking for change. A change that will be visible, that will remain permanent and provide hope that things are changing for good.
They were awaiting a voice of hope that will convey to them that the decay is not permanent, and that cynicism will not be a way of life.
ENTER THE MUMBAI METRO, with a surge of optimism which will uplift their spirits.
Creative Idea
What about an idea that becomes a language?
What about a language that already exists?
A creative idea that acts as catalyst of change.
An expression so powerful and confident that it promises better life
Identity Exploration in everyday life!
The development of optimism as the core strategy, combined with world-class service from Metro took the expression ‘Have a nice day’ to everyday commuter
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Mark Jonson
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Marcus Moor
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