The Kochi Metro project primarily aspired to establish a workable & modern mode of transport that is accessible to all. Its offering was based around a noble promise with charitable intentions; a way of bringing people together, whilst allowing them seamless access to evolved transportation. Brash worked closely with the TATA Elxsi & Kochi Metro team to gather insights and unearth big opportunities for the metro.
Through research of comparable benchmarks from around the world, we realised that the nature of the project as a connecting entity, was the key driving force.
From desk research, stakeholder interviews and advertising reviews, to an in-depth study of Kochi Metro’s future commuters, we determined that this project was emblematic of Kochi’s ambitions for the future – it embodied the city’s hopes and dreams.
We knew that any brand would have to make Kochinites proud – moving the people and their beautiful city into the future. Therefore, we utilised a similar language to create our tone.
Our concept ‘Connect to Prosper’ embodies the basic function of public transport, whilst harnessing a language of success. The brand expression conveys optimism, positioning the metro as a vehicle to ‘accomplishment’. Coupled with an impassioned commitment to delivering prosperity, whilst pledging to remain transparent and dedicated to the people, we were enabled to cultivate a strong, optimistic and authentic brand for the Kochi Metro.
For the first time in India, all of the diverse aspects of Kochi are seamlessly connected within a single network – Kochi Metro.
Beyond just transportation and commuting, the metro opens up a new way of life that brings opportunity. With its innovative design, it presents an integrated transportation method to every commuter. On the opening day, 62,320 passengers used the metro.