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Industry Government & Other Authorities
Media Promo & PR, Case study
Market India
Agency R K Swamy BBDO Mumbai
Released August 2012

Credits & Description

Category: Public Sector
Senior Development Strategy Director: Sujit Kumar (R K SWAMY BBDO)
PR Consultant: Sayantan Sinha (R K SWAMY BBDO)
Development Strategy Associate: Akhilesh Pratap Singh (R K SWAMY BBDO)
Development Strategy Associate: Sarbjeet Singh (R K SWAMY BBDO)
Senior Development Strategy Manager: Arun Rattan (R K SWAMY BBDO)
Senior Development Design Director: Sameer Pasricha (R K SWAMY BBDO)
Development Design Director: Madan Kesari (R K SWAMY BBDO)
Development Design Associate: Swapan Das (R K SWAMY BBDO)
Media placement: Experiential Exposition - In The Train - 24 June 2010
Media placement: Press Releases - National And Regional Indian Newspapers - 24 June 2010
Media placement: Press Conference - Major Indian cities - 24 June 2010
Media placement: Press Ads - National And Regional Indian Newspapers - 24 June 2010

Summary of the Campaign
Communicate the benefits and usage of Information Technology in everyday life and induce awareness among audiences about various programmes, services & IT initiatives of the Govt. of India

The Challenge:
Reach out to a multi-lingual, multi-cultural country as vast as India, in an engaging and novel way

The Idea:
Use a channel that truly connects India – The Indian Railways.

The Strategy:
Indian Railways had a train carrying a memorabilia to various parts of the country and hence we recommended hitching on additional coaches to this train as an exposition on wheels to leverage the wide reach of Indian Railways.

Six Coaches were specially designed to showcase various dimensions and perspectives of ICT, each coach dealing with the impact of ICT in various sectors.

The Outcome:
The train travelled for 113 days covering 50 Destinations in 21 States and 3 Union Territories on its extensive route of nearly 15,500 Kms resulted in around 1 million footfalls from a cross section of society, perhaps the largest audience ever captured by moving exposition within 97 exhibition days.

Over 1000 reports in newspapers and more than 250 clips in electronic media were reported in local/national dailies and news channels.

The Situation
The Situation:
It is observed that the majority of the people were not aware of the significance of IT in their day to day life; there was little awareness among the people about existing IT initiatives and beneficial schemes of government.

The Problem:
Despite constant efforts of the Govt. of India to empower Indian citizens with Information Technology (IT), a large group of society were not really benefitting, or being made aware.

IT exposition on wheels was planned to educate TG about the usage and benefits of IT, livelihood opportunities through IT and IT enabled services.

The Goal
The Goal:
Showcasing to India the usefulness of Information & Communication Technology (ICT or IT) in the day-to-day life of Common Man and to promote it as an opportunity for livelihood.

Target Audience: As per the itinerary of the Commonwealth Express, people of 21 States and 3 Union Territories were considered as the Target Audience.

Indian Railways boasts more than 7,500 railway stations in its periphery and all stations of Indian Railways are connected through various railway routes throughout the country. Therefore, the Commonwealth Express was considered a medium to showcase the IT exposition on wheels.

The Strategy

Six exhibition coaches (each coach dealing with a particular facet of IT) were specially designed for the exhibition on wheels and added to Commonwealth Express. Thus was born our "IT KNOWLEDGE TRAIN."

To ensure the easy comprehension of the communication, collaterals and display elements were adopted in 11 different languages, to cover the main languages of India, as 'The IT Knowledge Train' traversed the length and breadth of an intensely diverse nation.

PR activities were planned at each and every station to support the exposition and communicate the different messages on display.

Close coordination with Indian Railways was established to avail the benefits of strong PR machinery of railways and mobilize various visitor groups.

Keeping in mind the wide coverage of the event and various territories across India, communication elements were adopted in 11 different languages which were installed onto coaches as per the station locations. Two promoters (fluent in regional and national languages) were deputed in each coach to facilitate interaction with visitors.

A 360-degree campaign around the train exhibition was planned to invite visitors to the exposition.
Newspaper ads were published in national/regional dailies to inform people about the exhibition schedule.
Extensive PR coordination was done for the promotion of exposition.
Press releases were circulated in all leading national/local newspapers and news channels before the arrival of train at respective station locations.

Press meetings were organized on the 1st day of the exhibition to circulate the IT story and beneficial schemes of government. Hoardings / Billboards were placed at stations and visitor mobilization was done through school and college contact programs.

Documented Results
The Result:
- Over 1 million visitors in 97 Exhibition Days.
- Over 1000 reports in newspapers, more than 250 clips in electronic media.

It was analyzed through written feedback and interviews of visitors that exposition resulted into:
- Increased awareness among visitors.
- Motivated them to consider IT education, IT related jobs, business and other IT projects.
- Positive change in perception.
- Desire among visitors to probe more into IT schemes in their region through various service centres.