The Brand Ambassador campaign was launched in Hyderabad on January 8, 2013 with the intent to bring awareness and dispel negativity about the Metro Rail project. A two-year review in 2015 revealed that although many of the initial problems had been overcome, and negativity considerably reduced, the campaign had only achieved partial sucess. Based on the current review, a decision had to be taken to continue or abandon the campaign post commercial operations scheduled in July 2017. Will the current strategy be the gateway to success post-commercial operations, mulled Mr. Sanjay Kapoor, General Manager & Head Corporate Communications (LTMRHL).