Hyderabad Metro Rail Brand Ambassadors Campaign
Hyderabad Metro Rail Brand Ambassadors (HMR–BA) campaign is an initiative of the Corporate Communication department of L&T Metro Rail (Hyderabad) Limited (LTMRHL) to find flag bearers for Hyderabad Metro Rail. There will be a city-wide talent search where the brand ambassadors will be chosen based on the results of competitions.
Concept
The initiative will select citizens of Hyderabad who wish to be a brand ambassador, in the category of companies (private, public or others), institutions (schools and colleges) and individuals such as senior citizens and housewives. The search is a multiple rounds competition that tests the individual’s aptitude as an ambassador.
Functions of an ambassador
Brand ambassadors duties will include:
- Launching stations,
- Flagging off trains,
- Conducting forums and workshops on metro related subjects,
- Interacting with people on the HMR subject,
Ambassador qualities
- Personality
- Communication skills
- Mental ability
- Leadership skills
Categories
The campaign is split across six categories, in two phases:
Phase 1:
- Students (school)
- Students (college)
- Executives
Phase 2:
- Senior citizens
- Housewives
- Others
Timeline
| SN | Category | Dates(MM/DD/YYYY) | Day |
|---|---|---|---|
| 1 | Schools | ||
| School - Registartion start date | 1/8/2013 | Tuesday | |
| School - Registration end date | 2/4/2013 | Monday | |
| School - Auditions day 1 | 2/16/2013 | Friday | |
| School - Auditions day 2 | 2/17/2013 | Saturday | |
| School - Semi Finale | 8/24/2013 | Saturday | |
| School - Finale | 9/22/2013 | Sunday | |
| 2 | College | ||
| College - Registration start date | 1/8/2013 | Tuesday | |
| College - Activations start date | 1/28/2013 | Monday | |
| College - Activations end date | 3/30/2013 | Monday | |
| College - Registration end date | 7/31/2013 | Wednesday | |
| College - Auditions day 1 | 8/23/2013 | Friday | |
| College - Semi Finale | 8/25/2013 | Sunday | |
| College - Finale | 9/22/2013 | Sunday | |
| 3 | Executives | ||
| Executives - Registration start date | 1/8/2013 | Tuesday | |
| Executives - Activations start date | 3/5/2013 | Tuesday | |
| Executives - Activations end date | 4/24/2013 | Saturday | |
| Executives - Registration end date | 4/24/2013 | Sunday | |
| Psychometric test duration | 25 to 10 May | ||
| Executives - Auditions day 1 | 5/18/2013 | Saturday | |
| Executives - Semi Finale | 24 or 25 August 2013 | Saturday / Sunday | |
| Executives - Finale | 9/22/2013 | Sunday | |
| 4 | Senior Citizens and Housewives | ||
| Senior Citizens - Registration start date | 1/8/2013 | Tuesday | |
| Senior Citizens - Activations start date | 3/30/2013 | Saturday | |
| Senior Citizens - Activations end date | 7/31/2013 | Wednesday | |
| Senior Citizens - Registration end date | 7/31/2013 | Wednesday | |
| Senior Citizen - Semi Finale | 24 or 25 August 2013 | Saturday/Sunday | |
| Senior Citizen and Housewives - Finale | 9/22/2013 | Sunday | |
| 5 | Others | ||
| Others - Registration start date | 1/8/2013 | Tuesday | |
| Others - Activations start date | 5/4/2013 | Saturday | |
| Others - Activations end date | 7/31/2013 | Wednesday | |
| Others - Registration end date | 7/31/2013 | Wednesday | |
| Others - Semi Finale | 24 / 25 Aug 2013 | Saturday / Sunday | |
| Others - Finale | 9/22/2013 | Sunday |
Launch
The campaign was launched on 8 January 2013 at a press conference attended by 200 press personnel and headed by V.B Gadgil, Chief Executive and Managing Director – LTMRHL and Sanjay Kapoor, Head, Corporate Communications.
V.B Gadgil said “Hyderabad Metro Rail Ambassadors campaign, conceptualised and promoted by LTMRHL is a unique initiative for the common man to avail the opportunity of becoming the Hyderabad Metro Rail – Brand Ambassador – A Celebrity”.
Reach
The advertising activities began after the press conference. The advertising campaigns are conducted through:
- Hoardings – from 8 January 2013 across key points in the city,
- Newspaper advertisements – from 9 January 2013 on leading newspapers,
- Radio broadcasts – from 11 January 2013 on leading radio channels.
- Visits to educational institutes.
Partners
The Hyderabad Metro Rail Brand Ambassadors campaign is backed by:
- Prasads IMAX as the promotion partner
- AECOM as a Diamond Sponsor,
- United India Insurance as the Gold Sponsor
- Parsons Brinckerhoff as the gifts sponsor,
- TV5 and Zee 24 Gantalu as the campaign partners
- Annapurna Studios as the official venue partner
- Rachnoutsav Events Pvt Ltd as the official event partners,
References
- Metro Rail hunt for brand ambassadors The Hindu 1 February 2013
- http://www.hyderabadmetrorail.in The Hindu 9 February 2013
- L&T Metro to promote use of bicycles for commuting the hindu businessline 17 February 2013
- Hyderabad students to be face of Hyderabad Metro Rail deccan chronicle 28 Jan 2013
- Want To Become Hyderabad Metro Rail Ambassador? 99mag on 9 January 2013
- Hyderabad Metro Rail Brand Ambassadors Campaign PRLog (Press Release) – 7 Feb 2013
- Hyderabad Metro Rail likely to run in mid-2015 New Indian express 9 January 2013
- Hyderabad Metro Rail emblem launched webindia123 Tuesday, 8 Jan 2013
- Hyderabad Students Become Brand Ambassadors indiabells.com 28 January 2013
- Hunt for Hyderabad Metro Rail brand ambassadors begins the hans India
- Hyderabad Metro Rail hunt for brand ambassadors pubmemo 9 February 2013
- Brand Ambassadors for Hyderabad Metro Rail, HMRhyderabad citymetrorail 4 February 2013