Riding the brand wagon to connect to millennials through social media

Metro, police and utilities are using social media as a way to encourage public ownership of service

Why would a utility need to brand itself? After all, it is not really a matter of choice for most users when it comes to the local police, energy provider or transport service. Turning that notion on its head however are a clutch of service providers; Mumbai and Bengaluru Police, the Mumbai and Delhi metros and the airports owned by GVK and GMR groups have taken to social media and launched innovative on-the-ground promotions to craft a unique identity for themselves. Their aim: appeal to young users and attract young talent on their rolls.  

The Bengaluru city police, for