Mumbai Metro: Branding on track

Mumbai Metro is branding its way into the commuters' daily routine; a novel idea for a city always on the move

Raju Ganeshan, 27 works for an information technology firm in Mumbai. He is one among millions of young commuters who regularly take the metro to work. But on Monday (8 June), he was in for a surprise. As he got off the train, a team from Mumbai Metro One, the consortium that manages the metro line, was waiting for him, garland in hand ready to crown him Metro Hero. Similarly, Neeta Gokhale, a young executive with a five-star hotel was felicitated as Metro Heroine. Mumbai Metro One is sparing no effort (and money although they refuse to put a figure down) to drive home the transformative ...