Award: CAMPAIGN AWARDS \ C14. Issues, Crisis or Reputational Management

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 land, displacing people, noise and traffic pollution, and interference with the environment. 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 who were directly or indirectly impacted by the project. By bringing facts to life through deeper engagement with influencers and education, MMRCL managed to shift the negative perception, resulting in the Bombay High Court revoking its stay order on the cutting of trees and allowing the project to proceed.