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Title: All aboard the Metro rail? LTMRHL’s campaign for stakeholder support
Other Titles: Asian Case Research Journal
Authors: Kaul, Asha
Chaudhri, Vidhi
Keywords: Metro rail;Hyderabad Metro rail;Transportation
Issue Date: 2018
Publisher: World Scientific Publishing
Citation: Kaul, A., & Chaudhri, V. (2018). All aboard the Metro rail? LTMRHL’s campaign for stakeholder support. Asian Case Research Journal, 22 (1), 147-166. doi: 10.1142/S0218927518500062
Abstract: On 6 March 2015 the campaign had completed a little over two years. Sitting in the u-shaped conference hall, the corporate communication team listened intently to Mr. Sanjay Kapoor (General Manager & Head Corporate Communica-tions, PR & Advertising Business, L&T Metro Rail Hyderabad Ltd. or LTMRHL) put forth his views on the Brand Ambas-sador campaign. Launched in 2013 with the intent to bring awareness and dispel negativity about the Metro Rail project, this campaign had made headway in securing visibility and garnering (partial) support.
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