All Aboard the Metro Rail? LTMRHL's Campaign for Stakeholder Support

Abstract

LTMRHL launched its Brand Ambassador campaign in Hyderabad on January 8, 2013 to bring about awareness and dispel negativity about the Metro Rail project. A two-year review in 2015 revealed that although many of the initial problems had been overcome, and negativity considerably reduced, the campaign had only achieved partial success. Based on the review, a decision had to be taken to continue or abandon the campaign after the scheduled commercial operations in July 2017. Will the current strategy be the gateway to success post commercial operations, mulled Sanjay Kapoor, General Manager & Head Corporate Communications (LTMRHL).

Citation

Kaul, A. and Chaudhri, V. (2015), "All Aboard the Metro Rail? LTMRHL's Campaign for Stakeholder Support", . https://doi.org/10.1108/CASE.IIMA.2020.000063