Delhi BRT System - Bringing Culture Change

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This presentation provides an insight of marketing actions taken to increase the acceptability of BRT System.
Change is never easy and likely will be resisted regardless of the benefits of the intended change.

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Delhi BRT System - Bringing Culture Change

  1. 2. Heart is getting choked day by day, as more than 1,000 new vehicles are added on Delhi’s road.
  2. 3. Architect of Public Transportation system in Delhi Hon’ble Chief Minister of Delhi Smt. Sheila Dikshit
  3. 4. Construction of Bus Rapid Transit System was started in 2006 and completed in 2008.
  4. 5. Media created negative images of BRT System, even before the official launch of the system.
  5. 6. Delhi First BRT Corridor is 14.5 Kms Long.
  6. 7. Delhi BRT System moves more than 12,000 passengers/hr during peak time.
  7. 8. BRT System was officially launched on April 20, 2008 and got unwelcome response from Media & Public.
  8. 9. Negative media publicity and lack of awareness among public created an negative image about BRT System. There was an immediate need to reverse this trend, otherwise BRT System would be scrapped.
  9. 10. Young Team in DIMTS (Delhi Integrated Multi-Modal Transit System) took the task to reach to public.
  10. 11. Organized Cycle Rally along the BRT Corridor.
  11. 13. Reach-out to kids under ‘School Outreach Awareness Program’
  12. 16. Introduced ‘ Travologic ’ to students as a friend, who has come in Delhi to save them against traffic jam
  13. 18. Designed special BRT Merchandise for School Children.
  14. 19. Created Blog to answer queries…
  15. 20. Launched Delhi BRT System on Wikipedia…
  16. 21. Uploaded presentation on various website – SlideShare (till date more than 2,200 viewers)
  17. 22. Organized special training session for Road Marshals…
  18. 25. Road Marshals are trained to help pedestrian, old people and school children!!!
  19. 28. Organized Pro-BRT rally along the BRT Corridor…
  20. 30. “ Three months down the line, Hindustan Times went back to the stretch and found out traffic on the corridor has finally stabilized and motorists, cursing the new system till sometime ago, have now made their peace with it. ” Hindustan Times (July 24, 2008)
  21. 32. BRT System has completed its FIRST ANNIVERSARY in April 2009 and has become popular mode of Transport among public…

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