INTEGRATED MARKETING

COMMUNICATION

TERM - V

Section A: GROUP 03
ADITI RAJ 18PGP007
ANANT BERLIA 18PGP020
SANTHA KUMAR J 18PGP068
AKHILA SARVASUDDI 18PGP170
SWATHI KIRAN KUMAR 18PGP226
HELMET WEARING S SIVA RAMA KRISHNA 18PGP243

CAMPAIGN
SAFETY FIRST
IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Table of Contents

S. No. Topic Page No.

1 Abstract 2
2 Helmet and Accidents (statistical data) 3
3 Objective 4
4 Story Boarding 4
5 Mode of communication 6
6 Channel strategies 7
7 Poster Design 10
8 Gantt Chart: Scheduling 11
9 Posts on Social Media Platforms 12

Table of Figures

S. No. Topic Page No.

1 Statistical data of not wearing helmet 2
2 Wearing helmets by time 3
3 Story Boarding 5
4 Communication Process 6
5 Tag line 7
6 Social media Images 8
7 Gantt Chart: Image 11
8 Posts on Social Media Platforms 12

Table of Links:

S. No. Topic Page No.

1 Facebook, Twitter, LinkedIn, Insta 7
2 Gantt Chart: Excel Sheet 11
3 Social media Images 8

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Abstract

The main aim of this project is to analyse the two-wheeler road accidents in India at national, state,
and metropolitan city level. Analysis shows that the distribution of road accidental deaths and
injuries in India varies according to age, gender, month and time. Age group 30- 59 years is the
most vulnerable population group, though males face higher level of fatalities and injuries than
their female counterparts. Moreover, road accidents are relatively higher in extreme weather and
during working hours. Analysis of road accident scenario at state and city level shows that there is
a huge variation in fatality risk across states and cities. Fatality risk in 16 out of 35 states and union
territories is higher than the all India average. Although, burden of road accidents in India is
marginally lower in its metropolitan cities, almost 50% of the cities face higher fatality risk than
their mofussil counterparts. In general, while in many developed and developing countries
including China, road safety situation is generally improving, India faces a worsening situation.
Without increased efforts and new initiatives, the total number of road traffic deaths in India is
likely to cross the mark of 250,000 by the year 2025. There is thus an urgent need to recognize the
worsening situation in road deaths and injuries and to take appropriate action.
So, we have come up with the marketing communication campaign to educate the society
regarding the road safety and usage of helmet.

Fig 1: Statistical data: Accidents because of not wearing Helmet

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Helmet:

A safety helmet is one of the most important items of personal protective equipment used by
motorcycle riders primarily to protect the head against impact. Helmets won't prevent accidents,
but they clearly will cut down on deaths and injuries when collision occur. Components of the
Helmet and Their Roles Typically, a helmet has the following components: The Shell: the shell of
a helmet is an injection moulded thermoplastic or a pressure moulded thermo set that is reinforced
with glass fibres or made of • It absorbs energy in an impact: and the underlying foam deforms. At
moderate speeds the shell can take one third of the impact energy. • It distributes local forces from
an impact: Safety Helmet A safety helmet is one of the most important items of personal protective
equipment used by motorcycle riders primarily to protect the head against impact. Helmets won't
prevent accidents, but they clearly will cut down on deaths and injuries when collision Components
of the Helmet and Their Roles Typically, a helmet has the following components: the shell of a
helmet is an injection moulded thermoplastic or a pressure moulded thermo set that is reinforced
with glass fibres or made of fibre glass. It absorbs energy in an impact: the shell bends when the
helmet is impacted, and the underlying foam deforms.

Analysing statistics provided by the ministry, India Today Data Intelligence Unit (DIU) has found
that of all the road accidents that took place in 2017, two-wheelers were the worst hit. In 2017,
more than 48,746 two-wheeler users died in road mishaps. Incidentally, 73.8 per cent of them did
not wear a helmet.

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Objective

India has a high burden of fatal road traffic injuries (RTIs). A large proportion of fatal RTIs in
India are among motorcyclists. The overall goal of this project is to communicate the information
regarding Road traffic injuries and increase in rate of helmet usage; and to identify factors
associated with helmet usage.

STORYBOARDING

Conceptualization of video

1. Firstly, we thought of targeting the audience directly with our video ad showing the
adversities of not wearing a helmet while driving a two-wheeler via accidents and death,
but that aspect is covered by all the campaigns in our day to day life. We dropped this idea
as this would have been very regular to the audience and we might not have been able to
grab the eyeballs and required attention.
2. Secondly, we discussed about doing a video where we thought of focusing some different
aspect and advantage of wearing helmet by bringing some funny appeal. The idea (in
snapshots) went like:
- Boys are usually concerned for their hairstyle and put forth the same reason for not
wearing a helmet.
- So, we thought of showing bird shit falling and ruining a guy’s hair,
- That’s when the traffic police come into the frame and says, “ek Helmet, do
suraksha; Helmet lagao baal bigadne se bachaao”
In this idea, the team feared for the theme dilution, as the main impact of not wearing the
helmet was not getting shown
3. Next, we came up with an idea of a campaign where in police notes down the defaulters
(riders not wearing helmet) name and vehicle number and then the police department acts
as a secret Santa whereby they send a parcel to the defaulters’ home. The parcel contains a
new helmet and a personalized note from police department stating the "we care for you".
By doing this we tried to communicate the main message and with an emotional touch from
the police department, with no funny appeal as such but in a lighter way showing happy
times during Christmas celebrations

Scene 1: Traffic Scene 3: Scene 5: Letter

police Unwrapping from Traffic dept.

Scene 2: Gift Scene 4: Helmet

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Storyboard

Scene 1: In this scene the idea is to show a rider Scene 2: A surprise gift is delivered at the
travelling without helmet, the police catches him doorstep of the defaulter on the Christmas
and notes down the details night

Scene 3: The defaulter receives the gift and Scene 4: The defaulter is surprised to see a
wants to find out what it is and who is the sender helmet with a letter accompanying it

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Image 5: The Letter

CHANNEL STRATEGIES WE HAVE THOUGHT TO TAKE OFF THE CAMPAIGN

Model of Communication
Tools of IMC
The 3 tools for the Integrated Marketing Communication are the Message, Media and the Time.
Message is made in a consistent way over the period. The IMC is created in such a way
that there is no confusion among the receivers. IMC creation is made in such a way to
reduce or avoid the communication gap.
The major elements in this are the source encoding and
receiver decoding. To make them work it’s the channel
and strategies which is used to propagate the message.
Source:
The communication is made in terms of video made by the
college students of IIM Raipur. Being students, they can
influence the target audience in educating the importance
of using Helmet and following the traffic rules.
Message Encoded:
The overall content of the message in the video is in a structured way and is designed to deliver
the message and the intended meaning.
Message is developed by non-verbal way by using the video. By selecting the proper relevant
words and projecting the situation of the traffic police catching the person without helmet. The
projecting the fear appeal to evoke the emotional response by showing the accident and injury if

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

one doesn’t use helmet. How the traffic department is connected in personal life by offering the
person with Christmas gift of helmet at the end makes the emotional connect.
Tag Line – This reflects the importance of the helmet and projecting its safety first.

Media Mix:
Social media platform is the media mix is chosen to promote the civic sense. By choosing this
media mix there will be the increase in coverage, reach and frequency levels.
Channel:
It’s the method by which the communication travels from the source to the receiver.
The social media channels are
a. Facebook
Posted the video on the Facebook platform to create awareness. To increase the spread and
reach to large number of people we have tagged the influencers, Traffic Department,
Traffic rules, trending pages so that it can increase the awareness and the spread. Here the
people have reacted to the video campaign and the poster which is share by various
comments and expressed their likes by reacting on the post and in turn spreading it by
doing shares.
Link - https://m.facebook.com/story.php?story_fbid=2284447041661882&id=100002898259477

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

b. Instagram
The video is posted as the Instagram story and used various trending hashtags so that it can
increase the reach. By this we created the awareness of the importance of helmet.
Some of the hashtags that we used are #Traffic #Roadsafety #Suzuki #IImRaipur
#Trendingnow, etc.,

Link - https://www.instagram.com/p/B5KsQkZnoNL/?igshid=ri9vwlpltw4j

These are the images of the campaign posted on the Instagram platform

c. LinkedIn
Posted the video and the poster on the LinkedIn platform to spread the message. Here it is
chosen to create awareness in professional way by using this platform.

Link - https://www.linkedin.com/posts/swathi-kiran-kumar-doddi-
16423ba0_imccampaign-helmetsaves-traffic-activity-6603623328655728640-_Caa

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

These are the images of the campaign posted on the LinkedIn platform
d. Twitter
Link - https://twitter.com/kiran7793947650/status/1197868415827894272?s=19

Channel Strategies:

1. Implement Social Marketing campaigns

Implemented the social media campaigns in the various platforms by using Facebook,
Instagram, LinkedIn. Promoted the video and the poster.

2. Usage of effective and trending hashtags

Used trending and effective hashtags so the it easily increases the reach and influences the
target market.

3. Influence driver behaviour by video

Have used the driver behaviour to reflect the real time situation and emotionally connect
to the audience. So that they can related it to them.

4. Support enforcement of road and traffic safety rules

Used various hashtags and tagged them in publishing and promoting the campaign. Also
showcased the traffic police and the traffic rules in the video by supporting them.

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Poster Design:

The poster reflects the various phases that a person faces when he doesn’t use helmet.
Stage 1 – Getting caught by the police as not wearing the helmet.
Stage 2 – Met with an accident
Also showcased the family in the poster so that people will emotionally connect to it.

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

Gantt chart: Link

WHAT TO DO Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8 Week9 Week10 Week11 Week12 Week13 Week14
Promotions
Expansion
Assessment
Current marketing efforts
Marketing metrics- performance/interactivity
Search Engine positioning (for keywords )
Analytics
Facebook Insights/ likes
Twitter activity
Industry analysis
SWOT situational analysis
Competitor analysis and environment
Consumer analysis (different behaviors of target markets )
Market research/Consumer insights
focus group
Tagline
Helmet Usage assessment
Current image, mindset, behavior
Desired behavior
Challenges to overcome
Value Proposition
Integrated Media Sample
Flyers/ brochures
YouTube -Video
Facebook
Twitter
Social bookmarks
Instagram
Infographic
Newspaper
Posters
Newsletter ( online)
Personal networks
friends, family, org.
Monitoring Evaluation
Monitoring metrics
Website - Google Analytics
Social media insights
Digital footprint changes
Plan for ongoing feedback from target markets
Innovate digital media and distribution channels
Adjust strategy to maximize efforts
Integrate Social Enterprise (digital tools throughout departments of organization to facilitate upward and downward communications)
Social media interactors
Peers and partners
Cross promotions
Social media audit
Facebook
Link
Profile name
Followers
Date of last activity
Frequency of posts
Montly referral traffic
% of change (last year)
% of change (last month)
Clicks per post
Clicks per post (last month)
Clicks per post change
% of change (last week)
Facebook reach
Followers (today)
Followers (last month)
Followers change
INSTAGRAM
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK % OF CHANGE (LAST WEEK)
REACH
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
TWITTER
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK % OF CHANGE (LAST WEEK)
REACH
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
LINKED-IN
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK % OF CHANGE (LAST WEEK)
REACH
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE

Stats of Posts (Advt.) in Fb, Instagram, Twitter, LinkedIn

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IMC – TERM 5 HELMET CAMPAIGN Sec A: Group 03

LinkedIn Post Stats

Twitter Post Stats

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FB & Instagram Post Stats

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