The article of Chaudri and Kaul is called: 'All Aboard the Metro Rail? LTMRHL’s Campaign for Stakeholder Support'. The business case is based on a real organization and deals with issues of brand communication, stakeholder engagement and alignment for a large-scale transformation initiative.
The actual campaign was launched in Hyderabad on January 8, 2013 through a press conference. Designed with the purpose of selecting brand ambassadors for the Hyderabad Metro Rail (HMR) project, it targeted the ‘common man’ rather than a celebrity. The choice of a common man was deliberate as the project required support from stakeholders who had become hostile due to varied political and economic reasons. Reaching out to and engaging with these stakeholders in an effort to garner support were the focal points of the campaign. The launch generated excitement and in the first week itself, there was a surge to register for the campaign. However, the intensity staggered post the felicitation ceremony on November 23, 2013. Queries related to the success and sustainability of the campaign were raised by multiple stakeholders.
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