British Airways is remaining tight-lipped for the time being but it seems the idea of creating online social networks for business and frequent travellers is catching on at its Waterside HQ in West London.
Hot on the heels of its MetroTwin project, linking London and New York, comes a very low-key launch for MetroTwin Mumbai.
The site is currently a blog-type feed of destination content, penned by a range of India and UK-based bloggers.
A BA spokeswoman would confirm only that the project is in Beta and further details will be released in the coming weeks. The About section of the site gives no extra detail:
"British Airways flies hundreds of thousands of passengers between Mumbai and London every year. So it feels right for us to be backing something genuinely useful for people living in and travelling between Mumbai and London."
The airline made a reasonably big splash of the original MetroTwin project last year and appears to be using the same creative strategy with its latest play - young, brash, bright and uber-trendy.
The fledgling site has already racked up several pages of content ahead of what will probably be another fully-functioning, rating and recommendation-type play.
Details to follow as and when they emerge.