The presentation discusses the case of iBus BRT system in Indore, India, to address the importance of marketing strategies in public transport. Binoy Mascarenhas, Manager, Urban Transport, EMBARQ India, led the session in Kuala Lumpur, Malaysia, part of Workshop on Quantifying the Environmental, Social, and Economic Benefits from BRT Systems held on June 24 – 25, 2014. The workshop was organized by the Asia LEDS Partnership and hosted by the Malaysia Land Public Transport Commission (SPAD), with additional funding from the USAID and the LEDS Global Partnership Transport Working Group, and support from Clean Air Asia, EMBARQ.

1. Branding, Marketing, and Communications!
! The case of iBus Indore BRT!
! Workshop on Quantifying the Environmental, Social and
Economic Benefits from Bus Rapid Transit Systems!
A SPAD Academy & Asia LEDS Partnership Workshop!
June 24 – 25, 2014!
! Binoy Mascarenhas, Manager, Urban Transport, EMBARQ India!
! bmascarenhas@embarqindia.org!
! Original presentation credit: Amit Bhatt, Strategy Head, Urban Transport, EMBARQ India!

2. Public Transport – As Promoted "

3. Public Transport – As Perceived "

4. Two Problems
Little Planning
and resources dedicated to marketing and
communications

5. Three Objectives to Marketing & Comms
Attract new users that currently use private
transport, such as automobile and car users
Maintain current users that are thinking from
switching from public transport to cars
Secure the political and financial support
1.
2.
3.

6. I am a road safety
expert.
Marketing

7. I am a road safety expert.
I am a road safety expert.
I am a road safety expert.
Advertising

8. Trust me, he is a road
safety expert
Public Relations

9. I understand,
you are a road safety
expert.
Brand Creation

10. From the very beginning…

11. Before City Bus: Unorganised Transport in
Indore"

13. But that was not enough!

14. Segregated
Median
Bus-­‐ways
Large
Buses
with
Wide
Doors
Sta-ons
with
Prepayment
and
Level
Boarding
Centralized
Control
Dis-nc-ve
Image
14
The
launch
of
iBus:
India’s
first,
fully
air-­‐condi-oned
BRT

18. However, all was not going
well…

19. Media Coverage: Before Project Start"

20. Most of it was because of
lack of understanding on
the project and facilities.
Before it started…

21. System Branding"

22. System Branding"

24. Public presentations made"
Educational institutes!
Media!
General public!
Indore Approach: Public Outreach"Launched and extensive outreach effort…

25. BRT will benefit ALL road users

26. Indore Approach: Public Outreach"

27. Focus group tours, to educate the citizens…

28. Focus group tours, to educate the citizens…

29. Focus group tours, to educate the citizens…

30. Focus group tours, to educate the citizens…

31. www.facebook.com/IndoreBRT!

32. iBus had a great start…

33. iBus had a great start…

34. Redefined public transport in Indore

35. iBus is an enabler…iBus is an enabler…

38. The project surpassed many
benchmarks in public
transport

39. Ridership Growth…"
290% Increase in 4 months

40. Now, recognised internationally…"

41. However, this doesn’t seem
to be enough!

43. Learning from experience…

44. What is Important?"
!
Having
a
plan
!
A
cohesive
and
comprehensive
one
!
Communicate
the
plan
!
To
stakeholders
!
To
general
public
!
Create
a
demo
!
CiMzen
support
groups…
it
has
to
be
the
people’s
project

45. What is Important?"
!
InsMtuMon
is
essenMal
!
Like
a
metro
authority
!
Support
systems
!
Having
a
knowledge
partner:
no
ad-­‐hoc
decisions
!
Industry
parMcipaMon
!
Know
where
you
started
from…
!
Record
base
condiMons
!
Segregate
issues
and
communicate

46. Thank You …"

47. Thank you!!
! Workshop on Quantifying the Environmental, Social and
Economic Benefits from Bus Rapid Transit Systems!
A SPAD Academy & Asia LEDS Partnership Workshop!
June 24 – 25, 2014!
! Binoy Mascarenhas, Manager, Urban Transport, EMBARQ
India!
! bmascarenhas@embarqindia.org!
! EMBARQ helps cities make sustainable transport a reality!