The Campaign

While the construction was underway, people were anticipating many changes. A mechanism for smooth liaison with the media was implemented to address online and offline queries from various stakeholders. In order to create conversations and curiosity, #ChangeIsNear was conceptualized and implemented on an integrated platform. Our media messaging was devised with an aim to influence perception from the grassroots level to policymakers. Key conversations included benefits of cluster redevelopment policy, urban planning and sustainable development and the overall impact of the Project on the city’s fabric. Through our social media channels i.e. Twitter, Instagram and LinkedIn, we shared inspiring stories of tenants under the #ChangeIsNear umbrella. Instagram and Twitter were strategically used to target a wider set of audience and welcome user-generated content. Also to increase transparency between the Project and its stakeholders, photographs of construction were shared on a daily basis.

Execution

IMPLEMENTATION Human-centric transformation o #OneMonthofRamadan: Photo-series on Ramadan in Bhendi Bazaar engaged with food journalists and envisaged how major businesses will thrive post redevelopment o International Media Engagement on the Project’s holistic approach Smart neighbourhood planning o Infographics covered sustainable aspects that will be visible in future Bhendi Bazaar. Data points and statistics through creatives were promoted on our Social Media handles o Senior Media Outreach ranged from issues faced by Urban Asian cities to showcasing the Project as a case-study for development Cityscape transformation o #MumbaiBefore9AM: Content was crowdsourced wherein Mumbaikars shared photographs of Mumbai at dawn – using #MumbaiBefore9AM, we simultaneously shared photographs of Bhendi Bazaar before 9 AM o Trade and regional media engagement highlighted the Project’s best practices Crisis Management: Hussaini building collapse - Focussed on-ground crisis mitigation, counselling remaining tenants to vacate Bhendi Bazaar and instigated state-level discussions for better cityscape planning

Reach 412 articles through trans-media channels like AFP, Channel News Asia, Reuters, The Straits Times securing INR 8,0268,565 worth media space Increased online conversations by x4 Twitter engagement hiked by 130% than the average with impressions nearing one million Instagram handle reached 12000+ accounts and added over 1100 followers - 150% higher than the previous year LinkedIn added 450+ followers in less than 6 months YouTube channel grew to 2295 subscribers and garnered 392,085 views in one year Impact Members of the US Consulate and Philanthropist and Entrepreneur, Dr. Frank Islam appreciated the Trust’s efforts Case-study feature in an International Research Paper - Density, Energy and Metabolism of a proposed smart city Other city Municipal Corporation studied the Project to replicate learnings in their respective Smart-City proposals Government officials extended support for future approvals

The Situation

Since its inception, the Bhendi Bazaar Redevelopment Project is working towards transforming lives of people and has earned a good reference in most stakeholder conversations. In 2017, the need was to shift focus from the Project’s micro-benefits to highlighting the magnanimous impact it will have on Mumbai. Keeping this in mind, #ChangeIsNear was conceptualized. The integrated campaign presented facts about benefits of cluster redevelopment policy and its need for a city like Mumbai. Our strategy focussed on influencing perception from the grassroots level to policy makers. This resulted in creating fresh discussion towards city’s urban planning and sustainable development.

The Strategy

TARGET AUDIENCE: • Primary Stakeholders: Tenants & community members - directly related to the Project • Media and key opinion leaders • Policy regulators: Government authorities, dignitaries and policy practitioners at a national, regional, or local level PR PLANNING & APPROACH: INSIGHTS • Perception study indicated the Project to be gated, and received a lot of cynicism from the tenants • Due to Project’s limited reach its awareness was not wide enough STRATEGY Our communication strategy continued to keep people at its epicentre along with focus to establish a platform for the Project, and initiated dialogues on transforming the city’s urban fabric. We devised an integrated and content-centric approach - #ChangeIsNear, which was bucketed under four crucial elements: • People • The Project • Mumbai City • Social First Policy