Gave a presentation on Social Marketing of Janmarg, BRTS in Ahmedabad at Talking Transit, an event organized by Embarq India and AICTSL. The event has participation from government officials, NGOs, media personnel among others. Janmarg is one of the most successful BRTS system in the country. The presentation covers pre Janmarg launch era, during and post launch era of the system. It covers the steps taken to popularize and promote the system among public & media.

1. February ,2014
EMBARQ WORKSHOP ON
Talking Transit
Social Marketing of JANMARG,
Ahmedabad’s BRT System
Kumar Manish
twitter@kumarmanish9
Head of Strategic Communications and Public Outreach

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ROME WAS NOT BUILT IN A DAY. SO, DOES JANMARG BRTS IN
AHMEDABAD.
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3. Social Marketing of Janmarg , BRTS in Ahmedabad
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Launched on Oct 14, 2009
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PRE JANMARG ERA (2000-2009)
-it all started with focused workshop & public consultation starting
in year 2000.
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5. Social Marketing of Janmarg , BRTS in Ahmedabad
•BRTS workshop
Jan, 2000
•Series of public
consultations, Feb 2002• Workshop
2003
January 20-25th, 2000
• Series of Consultations, Feb 02 -03
•BRTS Workshop–
• Specific consultations on BRT:
August 24, 2005
– August 2005
•Vehicle Technology
– Bus manufacturers and experts
Workshop – October
28th, 2005
consultations, 2006
– International workshop on BRT
•Specific consultations
on BRTS, August 2005
held in Ahmedabad, September
2007
•Bus manufacturers Directors Forum (2 meetings)
– and
experts’
consultations, 2006
•International visit –
administrative &
political wing

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TARGET AUDIENCE FOR INITIAL PROMOTION OF BRTS CONCEPT
•Ahmedabad Municipal Corporation,
•Gujarat Infrastructure Development Board (GIDB),
•Ahmedabad Urban Development Authority
• CEPT University,
•Government of India,
•Government of Gujarat,
•State Road Transport officials
•Municipal Transport Officials,
•Bus Operators (Local & regional),
•Institutions (CRRI, IIT Delhi, IIM, ITDP)
•Opinion Makers

7. Social Marketing of Janmarg , BRTS in Ahmedabad
1. Logo design by National Institute of Design
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2. Designer Uniform designs for Pilots/Staffs/Traffic Brigade
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3. Free trial run- three months during Navratri
-taste of the service & opportunity for public feedbacks
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4.Word of mouth publicity- The best publicity
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5. Special visits/ ride for professionals groups/ opinion makers
•School children
•Physically challenged
•Visually impaired
•Doctors
•Industrialists
•Religious leaders
•Technical experts and delegations’ visit
•Officers of Government of Gujarat with
their family
•Local Corporaors
•Media Personalities
•Members of Parliament,
•Legislative assembly
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6. Media Support
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5. Exhibition - Janmarg Exhibition at Vibrant Gujarat Summit-2009
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6. Events - International Workshop on BRTS – Year 2007
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7. Visit of National & International Delegation.
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8. Team Matters – Coordination & Collaboration (elected wing & administrative wing
) at Ahmedabad Municipal Corporation

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9. Information Booklet

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COMMUNICATE WITH MEDIA-(LOCAL & NATIONAL)
-Inform
-Share
-Engage
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MEDIA SENSITIZATION & CORDINATION EFFORT
•Media interaction with Municipal Commissioner, IP Gautam on
weekly basis
•Single channel of communications in AMC & CEPT University.
•Good Crisis Communications in wake of Delhi BRTS fiasco
•Openess for Criticism & Suggestions
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Positive Feedbacks for Improvement by Media

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Times of India Headline -“King of The Road”

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POST JANMARG LAUNCH
•User feedback survey by CEPT university
•Visits by local, national & international delegation
•Brand ambassadors of the project at different venues
•National & international awards
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24. Social Marketing of Janmarg , BRTS in Ahmedabad
IN NUTSHELL – THE SOCIAL MARKETING OF JANMARG IS ALL ABOUT
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Brand & Identity
•
Messaging –Coherent internal communications (Political + Administrative wing )
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User Education & information Systems
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Marketing Campaigns – offline
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External Communications & Media Management
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Word of Mouth Publicity
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Online engagement – Social Media – Yet to start

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WORD OF CAUTION :
• All said and done- Quality Service & facility ultimately decides
the success and failure of projects in long run.
• Create Communications plan well in advance and include it in
initial stages.
•Use the power of social media to engage & listen more.
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26. Thank you
Photo Credits: CEPT
University & Times of India