Mumbai Metro One Pvt. Ltd. has been operating successful operations of Metro line-1 as Metro rail administrator since 2014. In the last 6 years since commencement, it has become one of the most preferred modes of public transportation for Mumbaikars with almost 4.5 lakh commuters using its services daily.

Versova-Andheri-Ghatkopar Corridor, a Mass Rapid Transit System (MRTS) project was awarded by Mumbai Metropolitan Region Development Authority (MMRDA) through a global competitive bidding process on Public-Private-Partnership (PPP) framework to Reliance Infrastructure led consortium in 2007 for 35 years including construction period. This was the first Metro project awarded in the country on a PPP basis and entails design, financing, construction, operation and maintenance of 11.6 km elevated metro with 12 stations en-route.

This special purpose vehicle, namely, Mumbai Metro One Private Limited (MMOPL) was incorporated for the implementation of the project. R-Infra holds 74% of the equity share capital of MMOPL while MMRDA holds 26%.

Due to the complex challenges of the project like cable stayed bridge over Western Express Highway, live suburban railway track & huge residential catchment throughout the corridor made Mumbai Metro Line 1 as one of the most prestigious infrastructure projects.

Mumbai Metro One’s strategy for 2020-21

2020 was a difficult year for everyone across the globe, but it presented opportunities for brands to keep innovating on their strategies and enabled them to communicate with their customers in different ways. For Mumbai Metro One, the best connect was our services rendered through the world class public transportation to Mumbaikars at large which got on hold, leaving us with either of the two options in a global pandemic; pausing our communications overall or keeping it alive through our digital platforms.

1) Our communication strategy through the lockdown was to engage with our commuters & other Mumbaikars, so as to keep the Mumbai Metro One brand relevant in their minds while they were confined inside their homes, through Twitter & FaceBook.

2) During the lockdown, we quickly strategized our social media brand communication by pushing health based, informative & fun engagement posts which kept our followers tweetup all along.

3) Mumbai Metro One Restart Strategy: We restarted our services from 19th Oct 2020 with 360° communication through all digital mediums & across our stations. “Metro se Chalona Mumbai” & “Your Metro, Safe Metro” campaigns were launched online & offline with a sense of ownership & responsibility to make our commuters’ journey not only comfortable, but safer than ever to build confidence within them, so that they come out & travel with Mumbai Metro One.