Social Media Case Study: How ToI Used Social Media to Build Awareness About its Social Initiative ‘Mumbai Patrol’

mumbai patrol

Brand Name

The Times of India

Agency Name

Neuronimbus Software Services P. Ltd.


  • Make Mumbaikars aware of the campaign.
  • Generate relativity and encourage responses
  • Populate Mumbai Patrol initiative among masses
  • Drive engagement on Social Media platforms


Built in 3 phases during the course of 60 days, the initial responses from Mumbaikars on Facebook started coming in within a few hours of creating the page, with over 100 people voicing their concerns. The response from the Mumbaikars during Phase I was overwhelming in sharing issues that needed utmost attention from the authorities.

As Phase II began, a series of ward- wise updates were done on Facebook & Twitter which collated numerous comments within a few hours. Mumbaikars instantly related to the campaign and started discussing it on social media communities. During Phase III, which was the conclusion of the campaign, a video was created to conclude the campaign by directing the attention of the Mumbaikars towards the issues of their respective wards.

For video promotion, interactions began with influencers exchanging tweets with issues and solutions they thought would make their City of Dreams better. The video managed to reach more than 5 lakh Mumbaikars through social media, shared by over 300 Facebook users and retweeted by over 150 tweeple. In the end, Mumbaikars gave a solution!


The campaign collated an overall outreach of over 1 Million on Facebook. Phase III of the campaign, #MumbaiPatrol trended for over 2 hours worldwide and for 6 hours 20 minutes over India. It engaged a total outreach of 25,000 accounts on Twitter, leading to +15k views on YouTube in 3 days organically.