With the first phase of the metro rail connecting Shahdara to Tis Hazari, a stretch of busy 8.3 kilometers in Delhi, to commence from December, a need to educate and promote the use of the service is getting Metro authority’s attention. And they have assigned this task to JWT.
Confirming this development with exchange4media, Mukul Kansal, VP and Director-Client Servicing says, “Yes, we have won the Delhi Metro account. Beyond this I am not in a position to divulge anything at this point of time as we are still working on the details.”
According to sources, JWT (erstwhile HTA) was called to make a presentation about two month’s back. A revised strategy presentation by the agency is in the offing. The initial campaign is expected to be around Rs 4 crore. The Metro authorities are also expected to split other smaller duties with a few agencies.
Sources at Delhi Metro authority share that the focus of communication campaign would be on projecting the state-of-the-art technology, benefits of decongestion of traffic, saving of time and money, reduction of pollution and above all, the convenience factor. According to Delhi Metro authority, the outcome of this 8.3 km stretch would set the yardstick for future communication strategy for the entire 62 km that will be covered by the year 2005.
According to analysts, the Delhi Metro is expected to ease the traffic congestion on the road, where over 12 million people and four million vehicles jostle for space. It is also expected to cut Delhi's pollution level by around 50%, when the first phase, stretching over 62 kms, is completed in 2005. When completed, this stretch of the metro will do away with the need for nearly 2,600 buses, 33 lanes and around 20,000 private and public cars.
The metro is one of the biggest infrastructure projects undertaken in India since the British built New Delhi.