Ascent Weaves an Immersive Multimedia Campaign to Promote Swacchta Campaign in Gwalior
by Shantanu Jain Marketing | April 11, 2017 | Feature
Ascent Brand Communications
The vision of Swaccha Bharat has been long declared as the top agenda for the newly formed NDA government in the center. Taking active steps to promote the initiative of Clean India, the government of India is now executing ‘Swacchta Campaigns’ in villages and cities.
One of such campaigns was recently executed in the city of Gwalior and Ascent Brand Communication was roped in by the government of India to lead the way.
In this exclusive feature, EVENTFAQS shares with you the highlights of this 30-day campaign that ran early in the year 2017.
The Journey of the activation
Rigorous promotions were undertaken in 66 wards of Gwalior over a period of 30 days to engage with audiences and remind them about the importance of cleanliness. A strategic multimedia strategic campaign ‘Mera Gwalior no 1’ was devised to propagate the campaign message and it combined offline and online media mediums like hoardings, pole kiosks, institutional visibility, radio, newspaper, social media, mobile marketing, call centre, public events, road shows, school activities, society activation, Mohalla reach out, etc.
Puppet shows were used as a means of edutainment and the message was taken to rural areas in and around the city. A team performed over 200 nukkad nataks over the period of the activation while a jingle was created and delivered through a puppet show. People soon found themselves humming the tune and consciously following the campaign.
More awareness for the campaign was generated through hoardings all over the major spots in the city such as bus stands, life-size cut-outs with artwork encouraging cleanliness as well as approximately three lakh leaflet inserts in newspapers were distributed — all in the span of 30 days.
Additionally, an innovative bell was placed in prime locations of the city, which people rang to take the pledge of cleanliness and becoming a Swachhta Captain. Residents willingly took the responsibility to ensure that their homes and the surrounding area were clean.
Keeping up with recent trends, Ascent also took the campaign digital in order to create buzz. Various compelling questions were asked to involve the audience and ensure a response from them. Ascent cleverly drafted the questionnaire in such a way that the answers would act as food for thought for the people of Gwalior. Interviews of authorities such as SP, Mayor, Municipal Commissioner and eminent personalities of town were captured in order to motivate people to become ambassadors of the campaign. The efforts paid off when more than 1200 people showed interest in becoming Swacchata Captain and taking over the responsibility of making Gwalior clean from the efforts of facebook page alone.
Moving beyond Social Media
The engaging content was created for Bioscope and played across the city at various locations which had the audience glued in. Moreover, the brilliant use of mobile advertising was seen during the campaign wherein an audio ad was played as a ringtone for the target audience. The average engagement time of which was 96% of the total span of the ad, which is even higher than that of video ads at 75%.
The results of the campaign were overwhelming and people participated from all sides coming out on the streets for cleanliness, participating in public events, and showing enthusiasm in becoming Swacchata Captain and taking the pledge to facilitate cleanliness work in the city.
In a recent survey, Gwalior was awarded as 'Open Defecation Free City' and also grabbed the first position among 500 cities while being judged on the parameters of People engagement and Participation. It was a high decibel integrated campaign combining offline and online marketing for communicating relevant and persuasive messages to drive people of the town to come forward for a nation-wide mission of Swacchata Abiyaan initiated by PM Narendra Modi.
Commenting on the successful execution of campaign, Shailendra Singh, CEO, Ascent Brand Communications Pvt Ltd gave special credit to the team behind it from Ascent and Gwalior Municipal Corporation who worked day in day out for this mission to make it a big success. Getting rewarded for being the Number 1 city for people engagement and participation was a major achievement and outcome of efforts put into the campaign.
In this exclusive feature, we share with you the highlights of this 30-day campaign that ran early in the year 2017.