# 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 citywide 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 – registration 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 of LTMRHL, and Sanjay Kapoor, head of 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,