Railway accidents in Mumbai have led to a high number of deaths each year, with over 3,000 deaths annually related to local trains. Statistics show that in just the first three months of the current year, 805 commuters lost their lives and 867 were injured in train-related accidents. The majority of accidents are caused by factors like trespassing, signal errors, and civil engineering failures. To address this issue, a marketing group proposed a campaign called "Lose a minute, not your life" aimed at educating commuters about rail safety. The campaign would use various media like TV, print, radio, and social media to communicate emotional messages encouraging people to prioritize safety over saving time. Additionally, on-ground

1. RAILWAY ACCIDENTS IN
MUMBAI
GROUPMMM MET

2. About Mumbai (local term bambaiya)
 Mumbai (also known as Bombay) is the capital city of the Indian state
of Maharashtra.
 Fifth most populous city in the world, with an estimated city population of
18.4 million and metropolitan area population of 20.7 million as of 2011.
 In 2009, Mumbai was named an alpha world city. It is also the wealthiest
city in India, and has the highest GDP of any city
in South, West or Central Asia.
 The seven islands that came to constitute Mumbai were home to communities
of fishing colonies.
 During the mid-18th century, Bombay was reshaped by the Hornby
Vellard project, which undertook reclamation of the area between the
seven islands from the sea.
 Along with construction of major roads and railways, the reclamation project,
completed in 1845, transformed Bombay into a major seaport on the Arabian
Sea. The city was renamed Mumbai in 1996

3. MUMBAI RAILWAY
 Railways - popularly known as Locals forms the backbone of the city's transport
system.
 It is operated by Central Railway and Western Railway. Mumbai's suburban rail
systems carried a total of 6.3 million passengers every day in 2007, which is more
than half of the Indian Railways daily carrying capacity.
 Trains are overcrowded during peak hours, with nine-car trains of rated capacity
1,700 passengers, actually carrying around 4,500 passengers at peak hours with
191 rakes (ratin-sets) of 9 car and 12 car composition are utilised to run a total of
2,226 train services in the city.
 Mumbai is the headquarters of two of Indian Railways' zones:
 The Central Railway (CR) headquartered at Chhatrapati Shivaji Terminus
 The Western Railway (WR) headquartered at Churchgate.

4. PROBLE
MS

5. MAJOR PROBLEM – RAIL SAFETY
Increase in no of deaths through rail accidents.

6. CLASSIFICATION OF RAIL
ACCIDENTS
 Classification of rail accidents by effects
 Collisions
 Derailments
 Classification of rail accidents by causes
 Driver’s errors
 Signalmen's errors
 Civil engineering failure
 Acts of other people
 Other railway personnel (shunters, porters, etc.)
 Non-railway personnel
 Accidental
 Deliberate (vandalism, terrorism, suicide)
 Trespassing
 Poor track or junction layout
 Level crossing misuse

7. STATISTICS
 The latest figures released by the Mumbai railway police are shocking.
 In the first three months of this year, 805 commuters have lost their lives
and 867 have been injured in train-related accidents.
 Of the total casualties, 512 commuters died on the Central Railway line,
while 293 died on the Western Railway line.
 On an average, there are around 3,000 deaths in accidents related to local
trains each year. Last year, the figure was 3,458 -- combined for both the
Central and Western Railways.
 If 805 people died in the first three months, and if you even catch an
average of 800 people dying in every three months, the figure could easily
go up to 7,000 dead every year. This is more than the current average, the
railways top brass should wake up and provide facilities to people to
prevent so many deaths.

8. OBJECTIVE – Rail Safety
Reduce the no of deaths through rail accidents.

9. Marketing plan
 Segmentation – Males & females
 Target audience – commuters
 Students (16 -21)age
 Working Class Age (24 – 50)age
 Positioning – The peak hours of travels
 8am -11am
 5pm – 9pm

10. MARKETING CAMPAIGN ON –
TRESSPASSING
CAMPAIGN NAME
Loose a minute not your LIFE

11. Racing against time

12. Trying to be SUPERHERO

15. “Lose a minute, not your life”
Communication
Objective
15

16. 16
Increasing number of
deaths
Major cause of unnatural
death
Poor infrastructure
Mission: rail safety
education
Why Safety?

17. INTERGRATED MARKETING
COMMUNICATION
 TV COMMERCIALS
 RADIO ADS
 PRINT MEDIA
 OUT OF HOME
(OH)
 SOCIAL MEDIA
 ACTIVATIONS
 SMS & EMAILS
TRADITIONAL NON -TRADITIONAL
The enire plan will be carried for 3 month ( 90 days) using the
combination of above mentioned mediums to have a message
communicated to large portions.

18.  Designed to incite strong emotional
response without ill effects of graphic
images.
 Encourage viewers to put themselves in
the situation
Campaign
18
Tone of Message
Emotional

19.  WHERE: Across METROS
 spreading message
Loose a minute, not your life

20. Pre-launch
 Print ads – teasers
 Hoardings – teasers
 Internet – web innovations
 Facebook

21. TEASER
OUTDOOR, PRINT &
ONLINE

22. I lost my
grandson

23. I lost my mother

24. I lost my husband

25. REVEALER

26. I lost my grandson at Andheri railway
tracks
Issued in Public Interest
SAVE your loved one’s
Lose a minute, not your life

27. I lost my mother at
Mumbai Central
railway tracks
Issued in Public Interest
SAVE your loved one’s
Lose a minute, not your life

28. I lost my husband at
Borivali railway
tracks
Issued in Public Interest
SAVE your loved one’s
Lose a minute, not your life

29. Promotion on TV

30. TVC 1
 Young married couple talking on phone in office and
plan to go for a movie. They decide to meet at a
particular station.
 As they arrive and see each other at different
platform.
 Man decide to cross the track and reach other side in
order to save the time.
 On other side the train arrives and the man is unable
to reach the other side and is hit by the train.
 Woman is crying …..
Loose a minute, not your life!!
Save your loved ones

31. TVC 2
 Two young boys are all happy after finishing
their HSC exams and are planning for their
future. While they are walking towards the
nearby railway station to go home.
 As they reach to the platform 1st boy suggest
to cross the track and go to the other side
 2nd boy insist on taking the bridge as it is just
matter of a minute. 1st does not listen and
choose to cross the track with his headphone
on.

32. TVC 2 cont….
 Due to music and being distracted on phone
he crosses the track without noticing the train
coming by.
 He gets hit by the train.
Loose a minute, not your life!!
Save your loved ones

33.  Street Plays
 Flash Mobs
 Visiting cards ‘ Loose a minute, not your life’
call emergency number – 0000000
 Tarot reader
On ground activity

34.  Spots – Real people
sharing their
experience
 Jingles – Alerting
people to use bridges
and other possible
techniques which will
help save their lives
 Rj mentions –
creating the need to
think about our lives
RADIO

35.  Scene opens depicting
Heaven
 At the gate – people stand in
line to enter the heaven and
informing how did they die.
 1 person says I passed
because of heart attack.
 2 persons I died by fighting
at the border.
 3rd person say I dies due to
my negligence by crossing
the track as I was in a hurry .
 Everyone starts laughing
RADIO AD
Narrator: Loose a minute, not your life!!

36. Online

37. MEDIA PLAN
 Print media & radio will be used in combined
formation.
 TV commercials will be placed during highest
TRP viewership and when the TG are at
home.
 Hordings will be placed outside stations so
that a large viewership is attained by TG.
 Social media platforms like facebook, twitter
will be used as a discussion tool to attain
problems & provide information.

38. PRINT MEDIA PLAN
Dailies
TG
readership Size
No. of
Insertions Rate Total Cost
Midday (Eng) 299 180 12 339 732240
The Times of india 450 308 12 600 2217600
Navbharat Times 162 308 4 270 332640
Daily Samana 187 120 2 338 81120
Navakal 105 120 3 300 108000
3471600
Market: Mumbai
A
H
E
A
D
Duration: 3 monthsTG: AG 22 – 45 yrs SEC AB
Month: OCT - DECEMBER

39. RADIO PLAN
RADIO STATIONS
No. of
Insertions Rate Total Cost
Radio Mirchi 100 250 25000
Big FM 100 270 27000
Gyan Vani 100 120 12000
64000
Duration: 3 monthsTG: AA 22 – 60 yrs SEC ABMarket: Mumbai

40. TOTAL PLAN
MEDIUM
PROGRA
M Rate Units Total Cost
PRINT MEDIA 90days 3471600 1 34,71,600
RADIO 90days 64,000 1 64,000
HOARDINGS 90days 210000 8 16,80,000
TV COMMERCIALS 90days 1,00,000 50 50,00,000
SOCIAL MEDIA 90days 50,000 - 50,000
ACTIVATIONS 90days 100000 1 10,00,000
11265600

41. LOOK LISTEN AND
LIVE
THE BIG IDEA

42. THE IDEA
 Our idea is to have a electronic systemized horn & a
solar light panel that will be placed in all the poles that
are along the track.
 As the train arrives at a certain distance the lights as
well as the horns will be activated. Thus the trespassers
will be alerted and accidents can be avoided to
maximum.
 The idea is – As the train arrives the path beyond a
certain distance will be activated thus making it more
feasible.
 We individual cannot judge the speed of the train we
use the sounds and lights (technique) to make
trespassers well alerted in advance of trains running on

43. ELECTRIC
HORN
Placing of electric horn
& solar lights on poles
SOLAR LIGHTS ON
POLES

44. TESTING GROUND
 We would like to impanel the idea in sum stations to check its
feasibility and alter its as per live feedback and also like to check
the success ratio of the technique.
 The station that will try to test the program is kurla to dadar

45. THANK YOU
WE WOULD LIKE TO SERVE & CONTRIBUTE
TOWARDS MAKING A REMARKEBLE
CHANGE IN REDUCING THE DEATHS IN
LOCAL TRAINS
- MET MMM STUDENTS