Railway - Advertising Campaign to reduce Accidents

RAILWAY ACCIDENTS IN MUMBAI

GROUP MMM MET

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

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. 

PROBLEMS

MAJOR PROBLEM – RAIL SAFETYIncrease in no of deaths through rail accidents.

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

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.

OBJECTIVE – Rail SafetyReduce the no of deaths through rail accidents.

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

MARKETING CAMPAIGN ON – TRESSPASSING

CAMPAIGN NAME

Loose a minute not your LIFE

Racing against time

Trying to be SUPERHERO

“Lose a minute, not your life”

Communication Objective

15

16Increasing number of deaths

Major cause of unnatural death

Mission: rail safety education

Why Safety?

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.

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

WHERE: Across METROS spreading message

Loose a minute, not your life

Pre-launch Print ads – teasers Hoardings – teasers Internet – web innovations

Facebook

TEASER

OUTDOOR, PRINT & ONLINE

I lost my grandson

I lost my mother

I lost my husband

REVEALER

I lost my grandson at Andheri railway tracks

Issued in Public Interest

SAVE your loved one’s

Lose a minute, not your life

I lost my mother at Mumbai Central railway

tracks

Issued in Public Interest

SAVE your loved one’s

Lose a minute, not your life

I lost my husband at Borivali railway tracks

Issued in Public Interest

SAVE your loved one’s

Lose a minute, not your life

Promotion on TV

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

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.

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

Street Plays Flash Mobs Visiting cards ‘ Loose a minute, not your

life’ call emergency number – 0000000 Tarot reader

On ground activity

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

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!!

Online

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.

PRINT MEDIA PLAN

Dailies

TG readersh

ip Size

No. of Insertion

s 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: MumbaiAHEAD

Duration: 3 months

TG: AG 22 – 45 yrs SEC AB

Month: OCT - DECEMBER

RADIO PLAN

RADIO STATIONS

No. of Insertion

s Rate Total Cost

Radio Mirchi 100 250 25000

Big FM 100 270 27000

Gyan Vani 100 120 12000

64000

Duration: 3 months

TG: AA 22 – 60 yrs SEC ABMarket: Mumbai

TOTAL PLAN

MEDIUMPROGR

AM 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

LOOK LISTEN AND LIVE

THE BIG IDEA

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 the tracks.

ELECTRIC HORN

Placing of electric horn & solar lights on poles

SOLAR LIGHTS ON POLES

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

THANK YOU

WE WOULD LIKE TO SERVE & CONTRIBUTE TOWARDS MAKING A REMARKEBLE

CHANGE IN REDUCING THE DEATHS IN LOCAL TRAINS

- MET MMM STUDENTS