Hyderabad Metro Rail Brand Ambassadors Campaign
People ‘The Hyderabad Metro Rail – Brand Ambassadors’ campaign will engage the citizens of the city in a project expected to change their lives.
The campaign, conceptualised by L&T, is aimed at involving the citizens of Hyderabad in the Metro Rail project. “We asked ourselves how we can bring every citizen to a common platform — and this seemed like an exciting way to do it,” says Sanjay Kapoor, a spokesperson for the campaign. The brand ambassadors will come from five different categories – students, executives, senior citizens, housewives and others. The campaign was launched on January 8, 2013, and has since received over 25,000 registrations, according to a release. In the first phase, Sanajay Kapoor says, the team has covered over 1200 schools in the city and still has a few hundreds to go.
While the first four categories are well defined, ‘Others’ might prove to be a challenge. “We do plan on adding sub-categories like drivers and hawkers in the ‘Others’ category but will give it more thought when we come to that phase of the project,” says Kapoor.
What is the role of the 8-10 brand ambassadors after they are chosen? “The brand ambassadors should be able to promote the concept of the metro rail to anyone. Once they are chosen, they will be given 15 days of orientation and grooming which will prepare them for the task ahead,” explains Kapoor.
The brand ambassador will be associated with Hyderabad Metro Rail until its completion. The brand ambassadors will highlight four different aspects of the metro. The first is convenience and increased productivity.
“I always ask people to imagine they had 25 hours in their day. How would you spend that extra hour you saved by using the metro?”
The second is the positive effect it will have on the environment. This, however, will depend entirely on whether people using private transportation will shift to using the metro; that segment of the market is sure to be tough to crack. The third is the aspect of empowerment through mobility and the last is the impact on the city as a haven for tourists and businesses.
However, the campaign does not start only after the contest is over. “The entire process of choosing a brand ambassador itself is creating awareness and interest in the metro,” Mr. SanjayKapoor points out.
“We have people from L&T addressing the schools and colleges about the project.”
To him, the idea behind using the ‘common Hyderabadi’ is one that will work because the Hyderabad Metro Rail is a people-oriented product and “to have a senior citizen tell others how the Metro has changed his life will have a lot more impact than a celebrity doing the same.”
To register visit:http://www.hmr-
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