Communicating Public Transport in India

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Public Transport in India needs to be communicated & marketed well to all the stakeholders to create its acceptability and uses. New public transport systems like BRTS are poorly communicated with no communications & marketing plan in place. In addition to great bus infrastructure, soft aspects of branding, communications & marketing needs to be prioritized & promoted.
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Communicating Public Transport in India

  1. 1. Communicating Public Transport Kumar Manish Communications & Public Outreach Professional kumar@cgm.org.in Twitter@kumarmanish9
  2. 2. PRESENTATION ON GREEN MOBILITY All that matters-Marketing ! Car industry (automakers' generally spend 2.5% to 3.5% of revenue on marketing)- 21 billion dollars alone in year 2009. Source: Business week
  3. 3. PRESENTATION ON GREEN MOBILITY
  4. 4. PRESENTATION ON GREEN MOBILITY
  5. 5. PRESENTATION ON GREEN MOBILITY
  6. 6. PRESENTATION ON GREEN MOBILITY Storytelling is the key! Pitch for Indian Masses: -Context -Emotions -Aspirations
  7. 7. PRESENTATION ON GREEN MOBILITY POTHOLES ROADS!
  8. 8. PRESENTATION ON GREEN MOBILITY PARKING –NO ISSUE
  9. 9. PRESENTATION ON GREEN MOBILITY ECONOMICAL
  10. 10. PRESENTATION ON GREEN MOBILITY OWNERS PRIDE-CELEBERATION
  11. 11. PRESENTATION ON GREEN MOBILITY STATUS SYMBOL
  12. 12. PRESENTATION ON GREEN MOBILITY Myths? •Marketing is a luxury public transit companies cannot afford. •Public Transport is subsidized. Those who need the service will automatically come to avail it. •Advertisement in paper & banners are good enough. •Announcement & launch event will suffice for its promotion
  13. 13. PRESENTATION ON GREEN MOBILITY We need to help more people envision what public transport could be like.
  14. 14. PRESENTATION ON GREEN MOBILITY TRANSJAKARTA-INDONESIA
  15. 15. PRESENTATION ON GREEN MOBILITY BRAMPTON-ENGLAND
  16. 16. PRESENTATION ON GREEN MOBILITY GOOD TRAVELLING EXPERIENCE
  17. 17. PRESENTATION ON GREEN MOBILITY CONGESTION FREE ROADS
  18. 18. PRESENTATION ON GREEN MOBILITY Case Study: Reporting of Delhi BRTS
  19. 19. PRESENTATION ON GREEN MOBILITY
  20. 20. PRESENTATION ON GREEN MOBILITY
  21. 21. PRESENTATION ON GREEN MOBILITY Case Study: Reporting of Ahmedabad BRTS
  22. 22. PRESENTATION ON GREEN MOBILITY
  23. 23. PRESENTATION ON GREEN MOBILITY
  24. 24. PRESENTATION ON GREEN MOBILITY KEY - Communicate & Engage with Media. Make them Your ALLY !
  25. 25. PRESENTATION ON GREEN MOBILITY
  26. 26. PRESENTATION ON GREEN MOBILITY Envisioning public transport. • We will succeed only when it is good experience to drive in a bus/BRTS. • We have to create the demand for sustainable transportation. Communications is therefore key in order to accelerate the pace of change. • We must ensure that our projects are highly visible and that the people they serve become ambassadors for them.
  27. 27. PRESENTATION ON GREEN MOBILITY Brand- identity Transmilenio-Bogota Janmarg-Ahmedabad Rajpath -Rajkot
  28. 28. PRESENTATION ON GREEN MOBILITY Brand- Uniqueness & Consistency Uniform of employees Bus Station- Design Janmarg BRTS Pilot Short films
  29. 29. PRESENTATION ON GREEN MOBILITY User Education & information Systems Poster Signage Radio TV Media
  30. 30. PRESENTATION ON GREEN MOBILITY
  31. 31. PRESENTATION ON GREEN MOBILITY
  32. 32. PRESENTATION ON GREEN MOBILITY
  33. 33. PRESENTATION ON GREEN MOBILITY
  34. 34. PRESENTATION ON GREEN MOBILITY
  35. 35. PRESENTATION ON GREEN MOBILITY
  36. 36. PRESENTATION ON GREEN MOBILITY
  37. 37. PRESENTATION ON GREEN MOBILITY
  38. 38. PRESENTATION ON GREEN MOBILITY
  39. 39. PRESENTATION ON GREEN MOBILITY
  40. 40. PRESENTATION ON GREEN MOBILITY
  41. 41. PRESENTATION ON GREEN MOBILITY The Game Changer - Social Media India is a young nation. More than half of its 1.2 billion people is aged below 25, and two-thirds below 35. 85% of young India is hooked on to some or more social networking sites. The costs involved are miniscule as compared to traditional media. It is the fastest growing and one of the most reliable word of mouth medium. You can listen what people are saying easily.
  42. 42. PRESENTATION ON GREEN MOBILITY Digital Media Global figures - 2012
  43. 43. PRESENTATION ON GREEN MOBILITY Digital Media Facebook
  44. 44. PRESENTATION ON GREEN MOBILITY Interactive /Engaging-Website
  45. 45. PRESENTATION ON GREEN MOBILITY Digital Media-Mobile Application
  46. 46. PRESENTATION ON GREEN MOBILITY One Vision, One Mission, One Brand • "Given how hard the consumer is to reach today, a strong and unified brand message is increasingly becoming the only way to break through.” - Jan Lindemann, Managing Director, Interbrand (creator of annual Top 100 Brands ranking
  47. 47. PRESENTATION ON GREEN MOBILITY Look Out for these signs -Car Vs Public Transport Brand & Identity Messaging -Coherence in internal communications. User Education & information Systems Marketing Campaigns External Communications & Media Management Online engagement – Social Media Word of Mouth Publicity
  48. 48. Twitter : @kumarmanish9 Info-graphics : Enliven Credit Images: TOI/HT/Google

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