Although still in its Beta testing stage Metrotwin Mumbai already looks to be a handy source of information for those traveling between India and the UK.

Illustrates the importance of trade links

The premise of the site is to cross-reference attractions, allowing users to find relevant information about comparable activities in either city. The fact the site exists illustrates the significance and importance of UK-Indian commerce.

Lightly branded by British Airways

With no overt branding, BA is clearly (and cleverly) aiming to create an impartial and authentic resource that is accepted by the web community. The benefit to the brand is that it evokes good will and positions BA as an airline that understands its destinations and the fabric of each city.

Emphasizing shared values

While on the surface the two cities are divergent, BA have identified a number of shared values. Judy Jarvis, Regional Commercial Manager, South Asia has been quoted as saying:

"Mumbai and London may be on the other side of the world from each other but have many things in common - the love of great food, fashion and entertainment are the obvious ones. There are also historical links that tie both cities - London has St Pancras train station; Mumbai has the equally beautiful CST train station. While Londoners play football on Hackney Marshes; Mumbaikers have a match of cricket at Azaad Maidan. Metrotwin Mumbai will help a Londoner get the Mumbaiker experience and vice versa."

BA's commitment to the Indian market

This isn't the first time that BA has reinforced its commitment to India. Their recent TV advertising campaign called "Opportunity" focussed on illustrating the vibrancy of Mumbai by using the Lakme Fashion Week as the theme for the TVC.

You can follow Metrowin Mumbai here.