Brand: Maruti Suzuki India Limited
Context of the campaign
- Employee safety is a critical pillar in a manufacturing set-up.
- While highest standards of safety are upheld inside Maruti Suzuki plants, there had been instances of road accidents.
- Nearly 90% Maruti Suzuki employees use a vehicle to come to work.
- We wanted to drive the message – Safety is not just confined to workplace; it extends to home and on road as well.
- Over 30,000 employees across three factories in Haryana, Corporate Office and a field team across India.
- Diversity: A mix of factory workers, executives, Japanese expats, young diploma holders, fresh college engineers, trainees etc.
- 100% coverage. None to be left.
- No computer/internet access to 50% employees.
- Multiple shift timings of four shifts.
- Already a clutter of messages on safety, besides slogans on quality, team work, productivity etc. How do we cut across?
- Need for Seat belt and helmet awareness among Maruti Suzuki employees.
- Finding Synergy: PehniKya – a pan India external campaign was already being undertaken by Maruti Suzuki for seat belt usage.
- Way Ahead: We deiced to synergize with PehniKya. But there was a need to design a separate standalone campaign only for employees.
- Campaign to be executed by separate teams with separate budgets
- Need to integrate helmet with seat belt for large number of two wheelers
- Use traditional tools but experiment with new tools and messaging that cuts across categories
- Use Humour not Fear: Traditionally, in manufacturing messaging around Safety is always built around fear – the fear of death, injury, loss etc.
- Break the cliche and use humour instead.
- Microsite for employees
- Seat belt cozys – contest prize
- Baseline survey – of over 300 employees
- Selfie contests – popular choice
- Nukkad Naatak – multiple shows
- Bunty, the Bubbly – interactive
- Bollywood comics – common interest of factory workers and executives
- Quiz and slogan writing
- MD's letter – high impact
- New bulletins – daily
- Magazines – quarterly
- Newsletters – monthly
- Gate arches
- Wall murals – creative interpretation
The startA baseline survey of employees was undertaken. Some findings:
- Only 80% awareness on rear seat belts.
- Only 6% recall airbags as a safety feature.
- 7% don't consider helmet as extremely important.
- Communication needs: innovative and not preachy or boring.