Details of Ahmedabad Metro Rail Project ans PR strategy being used

1. Strategic PR Planning
Team Members:
Manisha Tripathi
Neha Shetty
Kshitij Shrimali
Saumya Singh
Nishant Dalwadi

2. Details of AMRC Project
 Ahmedabad Metro Rail Project is being handled by
MEGA.

3. Ahmedabad Metro Rail Route

4. Formation of MEGA
 CONSTITUTION
On 4th February 2010, a Special Purpose Vehicle (SPV)
namely, Metro-Link Express for Gandhinagar &
Ahmedabad (MEGA) Company Ltd. was incorporated
by the Government of Gujarat to implement Metro
Rail Project under the Companies Act, 1956.

5. Vision and Mission of MEGA
 “To provide safe, fast and eco-friendly rail based mass transit services to the
public at affordable rates while simultaneously catalysing dense and orderly
urban growth”
 Ahmedabad - Gandhinagar Metro rail project is being promoted with the objective of
providing safe, fast and eco-friendly transportation services to the public at affordable
rates while simultaneously reducing the congestion on the roads. The metro rail project
will promote integration with AMTS, BRTS, Railways and other modes of public transit
system.
 The project aims to be a model project not only for the state of Gujarat, but also for the
entire nation. This project holds the advantage of
 Very responsive State Government and progressive leadership
 Relatively flat terrain
 Use of state of the art technology
 Minimum land acquisition
 Majority elevated track
 MEGA is committed to deliver World Class state-of-art technology most cost
efficient metro within the shortest time span possible in the country.
The proposed metro will have majorly elevated structure, ballast-less tracks, air-
conditioned coaches, GPS based rail tracking system, train destination indicators &
stations with support infrastructure like automated fare collection, parking facilities, etc.

6. Aim of the project
 MEGA aims to create a landmark metro rail project not
only for the state of Gujarat but also for the whole
country. MEGA is committed to deliver most cost
efficient metro within the shortest time span possible
in the country. Seamless connectivity, minimum land
acquisition, world class State- of- art infrastructure,
fastest implementation, least construction cost are
some of the key features of the project.

7. Alignment Details
The total length of the route is 35.2km (approx) which
include 28.2 km elevated and 7.0 km underground section
having 32 stations along this route. This will be phase 1 of
the project. There will be two corridors in phase-1, viz. (i)
North South Corridor starting from Motera stadium to
APMC via Sabarmati, AEC, Sabarmati Railway Station,
Ranip, Vadaj, Usmanpura, Ashram Road, Nava
Gandhidham, Madalpur, Paldi, Anjali, and Vasna and (ii)
East West Corridor starting from Thaltej Gam to Vastral
Gam via Thaltej, Doordarshan Kendra, Gurukul Road,
Commerce Six Road, Stadium, Ashram Road, Shahpur,
Gheekanta, Kalupur Railway Station, Kankaria East,
Apparel Park, Amraiwadi, Rabari Colony and Nirat Cross
Road.

8. Strategic PR planning for AMRC

9. Formative Research
 Analyzing the Situation:
The AMRC project is being undertaken with the
objective of providing people with fast, cheap and eco-
friendly transport. This is what needs to be promoted
the most. In comparison to other modes of transport,
Ahmedabad Metro Rail is much efficient as it will help
avoiding traffic jams and reduce congestion of roads.

10. Formative Research
• Analyzing the Organisation:
Internal Environment: MEGA is an initiative taken by the
Gujarat Govt. MEGA claims to build world class state-of-art
metro rail service with minimum land acquisition, air-
condition coaches, GPS tracking system, spacious parking
facilities, automatic fare collection system, elevated
structure, etc. It claims to do so in the shortest span.
Public Perception: People know about the upcoming
project but have vague ideas about it. Various news papers
have covered some details about the project and shared its
estimated rail –routes.
External Environment: It’s a public sector project carried
out by Gujarat Govt. Tenders are being accepted.

11. Formative Research
 Analyzing the Publics:
The project aims at providing relief to the general public
from the hassles of commuting and traffic jams. It is
keeping in mind the need for speed. easy access, cost
effectiveness and dire need for traffic regulation, all that
is required by the general public.

12. Strategy
 Establishing Goals and Objectives:
The goal of MEGA is to provide cheaper, faster, and
easily accessible mode of transport for people. This
project communicates to people that not only will this
metro rail bring comfort to the people, but also avoid
congestion of roads. It is assuring people that their
journey time will be reduced and world class services
will be availed.

13. Strategy
 Formulating Action and Response Strategies:
The organization needs to take into account the kind of
response the public gives to the project and make sure
to get constant feedback for the same. There may be
some who may have problems of commuting till the
time the construction is underway. They may oppose
to such hassles. That is why, the organization needs to
take all these inconvenience by the public into
consideration and strategize a plan for the same.

14. Strategy
 Using Effective Communication:
The organization needs to choose an effective medium
to communicate their goals and objectives. They need
to find such a medium which can spread information
to mass audiences without any barriers or distortion.

15. Tactics
 Choosing communication tactics:
Press conference held will give the chance for face-to-
face interaction between the organization and the
media/public.We can make use of controlled media
through newspaper articles and columns. We can send
newsletters and annual reports to stakeholders,
shareholders and internal publics. This can bring in
trust in the organization.
We can make use of social media to promote the
upcoming metro rail project and any other latest
developments by creating forums and facebook pages
so that regular feedbacks are availed by the general
population.
We can promote TVC on youtube as well as in national
and international seminars.

16. Tactics
 Implementing the strategic plan:
From the making of the budgets to the step-wise plans,
every aspect of the project with its underlying
objectives as well as strategies should be
communicated. This will provide transparency to the
entire workings of the project and help in building a
goodwill in the eyes of the media as well as the public.

17. Evaluating Research
 Every plan needs proper evaluation. In order to do
that, questionnaires need to be sent out to the general
public. Mediums like Facebook and Twitter can be
used to collect response. A programme can be
formulated especially to know the views and opinions
of the public.