Client SIAM

Project Project update + Communication campaign

Date 20th May 2016

Presented by Aniruddha, Avik and Nirmal

Annexure 3

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Recap of the Fundamentals…

Perception Reality

Only profit-oriented Employs 30 million people already

Caters primarily to the rich Democratising mobility

Concerned only about private vehicles Private and public mobility solutions

Enviromentally irresponsible Environment a collective responsibility

Double standards on quality & safety Meet national regulations and more

Drain on budget due to oil imports Alternate power projects initiated

Quality of interaction Quality of interaction

Elitist Inclusive

Capitalist Sustainable

Cold Humane

Patronising Participative

Greater purpose Greater purpose

Individual profit motive Inclusive nation building

The key task For the Indian Automobile Industry From To

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Therefore, the role of SIAM From To

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Lobbying for industry Upholding cause of mobility

Cold and detached Connecting with all stakeholders

Reactive Proactive

Tackles only technical issues Covers trade, FTAs, WTO, skill devp too

One-way communication Interactive and participative

Six stakeholders in all Each to be addressed and engaged

General Public

Policy Makers

Influencers

Activists & Pressure Groups

OEM Employees

Media

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The focus areas •Proactive •Assertive •Collaborative – what we do + what you can do

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Safety

Emissions

Economic Contribution

Get united as ONE Try things that have not been done before Be credible, confident and consistent Get our customers quickly on our side Build the bigger picture Set our own agenda

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Activity update since Dec 2015…

• Giving the show a distinct personality • Refreshed communication focus • Focused social network activity • “Bollywood’s Motors” zone • “Automobilia” zone • “Riderz Planet” zone • Safety clinics for two-wheeler owners • “Green” zone • Laser show on Indian automobile history • World-class merchandise

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Auto Expo 2016

Addressing the focus areas •Plan separate specific campaigns on Emissions and Safety •Emissions of immediate intervention •Safety campaign to announce at Annual Conclave •Explore collaboration with key government programmes •‘Economic contribution’ as a focus area to be integral to both campaigns on Emissions and Safety •ACMA to partner in campaigns 10

Safety

Emissions

Economic Contribution

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The immediate concern area…

Diesel is the (misplaced) culprit! •Diesel an open and easy target by combine of activists + policy makers + judiciary for growing pollution in cities •Purely populist and with hidden agenda – refuse to acknowledge the “full” picture •Impacting development and investment plans for OEMs •End consumer totally confused and misled •Need to show diesel in proper light based on all facts and reports from credible sources •Short term ‘impact’ plan to be put in place

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Shifting the focus to the REAL issue…

DIESEL EMISSIONS CLEAN

AIR

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Stakeholder engagement in the campaign

POLICY MAKERS, REGULATORS &

PLANNERS

ACTIVISTS & PRESSURE GROUPS

MEDIA & INFLUENCERS OEM EMPLOYEES

GENERAL PUBLIC

• Crave for involvement

• Activate as community influencers for general public

• Confused, sceptical, scared • Want to be responsible • Looking for credible reassurance

and action

• Influenced by pressure groups and political agenda

• Need to be engaged with – into active participation and endorsement of initiatives

• Mostly negative • Sensationalism • Influence of

individual OEMs • Some positive /

neutral – to be engaged with

• Do nothing directly • Allow policy

makers and general public to influence them

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Operation CLEAN AIR FOR ALL – 3 activities

Media & influencer sessions

“Clean Air For All” Communication campaign

20 city integrated Clean Air Taskforce

• Aimed at all stakeholders –win-win equation of life • Communication as ONE industry –

– Single focus on Clean Air as collective task – Honest admission of own responsibilities – Credibility through external expert reports and findings – Call to action very important – be participative

• Some examples of activities… 1. Opinion-editorials in news sites 2. Special microsite 3. Weekly blogs 4. FB and Twitter engagement 5. Radio contests

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Campaign objective

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Partners and desired coverage

Need to have the following partners • Communication [including digital] • Media planning • Public & press relations

Coverage – Minimum period of 6 months to allow campaign

effectiveness – All media have to work together and not one after another –

a modular plan to be worked out – Cities to be covered – top 20 in terms of vehicle parc +

pollution levels e.g. NCR, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad, Ahmedabad, Pune, Surat, Kanpur, Lucknow, Cochin, Baroda, Guwahati, Jaipur and Chandigarh

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Measuring effectiveness

The measurement tools to be used – TV – GRPs – Print – reach – Radio – frequency – Digital – reach and engagement – OOH – no real industry measures as yet – Events – no real industry measures as yet

The research to be undertaken

– Pre-campaign image scores – During campaign image scores – Post-campaign image scores – Can be done through a mix of online + focus groups + in-

depth discussions

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Deciding on the partners…

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Identifying the partners

Criteria •For creative, media planning and PR roles •Each to play respective & complementary roles in digital •Should have some domain experience •Should have worked with associations / industry groups •Should have full-fledged NCR operations / office •Should see direct involvement of top management •Should have balance of speed with size •Should have strong strategic thinking •Strategy presentation to be made on “Emissions” issue •Indicative budget of Rs.6.00 crores •Investment period of 5-6 months •Work to start from mid-June 2016

Public Relations

• Adfactors PR • Avian Media • Wordswork

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Identifying the partners

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Creative

• Leo Burnett • Rediffusion • Enormous • Taproot • McCann

Media Planning

• Motivator • Mediant • Vizeum • Carat

ADFACTORS PR

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Public Relations Agencies

AVIAN MEDIA Key clients – Maruti Suzuki, Scania, ACMA, Airbus, Qualcomm, Philips, IATA

Key clients – Mahindra, Ashok Leyland, Yamaha

Our recommendation •Both agencies very professional and high quality – very little to choose from •Both have capable NCR offices, Avian headquartered in Delhi •Adfactors high on on-ground clout; Avian high on strategic thinking •Given our need of immediate, intense on-ground engagement with national and regional media and a higher level of “clout” to ensure desired impact, Adfactors PR is our choice

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Public Relations Agency

MOTIVATOR

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Media Planning Agencies

MEDIANT Key clients – Acer, Hindware Key clients – NSDC, Make in India, Havells, Apple,

Yamaha, Kalyan Jewellers, Honda, Ola, Himalaya

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Media Planning Agency

Our recommendation •Motivator part of Group M – have one of the best skills in negotiations, cross-functional solutions and analytics •Yet nimble enough to offer innovative solutions •Motivator has also suggested non-traditional media solutions for localized high impact, like strategic out-of-home •Go with Motivator as partner

Two strategic routes explored

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Creative Agencies

Route 1 Route 2

Assertive

Questioning

Rational

Conciliatory

Collaborating

Emotional

LEO BURNETT

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Creative Agency Key clients – Coca-Cola, McDonald’s, Bajaj, DLF, P&G, Amazon, Fiat, HPCL, Vedanta, Fortis

ENORMOUS

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Creative Agency

Key clients – Shopclues, Meru, Bajaj Finserv, Baskin Robbins, Zee News, Lenskart

REDIFFUSION

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Creative Agency Key clients – Tata Prima T1 Racing, Tata Nano, SBI Securities, Videocon, Hero Road Safety, TVS Tyres

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Creative Agency

Our recommendation •Both routes equally strong •In current context, with the added issue of “safety” [Global NCAP], will be ‘safer’ to go with route 1 – emotional, collaborative and conciliatory •Between 2 agencies using route 1, both equally strong on strategy and creative •However Enormous has minimal office presence in NCR •Go with Leo Burnett as partner – after negotiating fees •However, if SIAM EC chooses route 2, then go with Rediffusion – as strong on strategy as Leo Burnett

Decision on PR agency Decision on media planning agency Decision on creative route Decision on creative agency

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expereal LLP 4 Bougainvillea Marg DLF Phase 2 Gurgaon 122002 Haryana, India

aniruddha@expereal.in avik@expereal.in nirmal@expereal.in