Why is this work relevant for PR?

• SkillNext>> is a once in a lifetime project. It is unique due to its sheer scale and innovative concept. • It has enabled the reach of modern auto technology in learning to farthest corners of the country. • The way it brings together diverse people from all parts of India is noteworthy – right from workers on assembly line to celebrities, from managers of the organization to sales executives in various cities, from trainers to professors, from principals to students. All of them have been involved in making it a success.

Background

• BMW SkillNext>> was born out of an intention to turn disaster into an opportunity - to make a real difference! • During extreme rain and weather conditions, considerable number of engine and transmissions were water affected. • As per BMW quality standards, these parts could not be used in vehicles. • Press and Corporate Affairs identified a never-before opportunity in auto industry and enhance corporate image by turning around public perception. • The objective was positioning BMW Group as a responsible company committed to developing automotive talent and make a bold statement for ‘Make in India’ and ‘Skill India’.

Describe the creative idea (20% of vote)

• Most important message to be aligned - ‘Localization of BMW engine and transmission’ • Focus messaging prepared for target audience including media, customers, students, teachers, government agencies, employees and dealer network. • Each aspect of SkillNext>> communication aligned to own the mind space and embed a strong ‘Made in India’ image. • The same message was conveyed strongly within BMW Group India’s own employee base as well as dealer network who took immense pride in this. Several employees contacted with their own engineering institutes and put them in touch with the PR team. • Positive word-of-mouth among the customers through media coverage and social media. • This would also enhance corporate image by turning around public perception adversely affected due to government enquiry into taxation and localisation issues around BMW engines and transmissions.

Describe the PR strategy (30% of vote)

External PR Measures Massive press conference with presence of national / regional journalists Dissemination of press release in 13 Indian languages - 28 media centers, 20 states, 2 union territories, 44 cities Press Interviews (Print / TV / Virtual), National Press Release, Video Release, WhatsApp Release, SMS Release PressClub – media portal of BMW Group India Social Media amplification across Facebook, Twitter, Instagram, Youtube to trigger interest among the young student generation. International magnification by BMW AG owned social media handles. Internal communication measures Employee Relations - Sachin Tendulkar working and training together with the BMW Plant Chennai colleagues helped strengthen the feeling of unity between management and union. 11th Anniversary Celebrations - Commemorating with a worthy cause like SkillNext>> instilled a sense of pride. Effective use of internal communication tools – Real-time Newsletter News@BMW, Intranet, Dealernet/Sales Essential App, BMW Group Network TV, WhatsApp

Describe the PR execution (20% of vote)

Project Execution • ‘An engine a day!’ Providing 365 BMW Engines and Transmissions to leading engineering and vocational training institutes across 29 state and 7 union territory in India - at no cost - on first-come-first-serve basis. • Training Master Technicians from BMW dealership network and facilitating ‘Train the Trainer’ workshops in aftersales facilities of BMW dealerships in more than 20 cities. • Devising a training module combining classroom sessions and hands-on sessions. • Re-engineering the idea during COVID-19 lockdown by creation of virtual and remote trainings for students. • To practically encompass every part of the business with involvement, ownership and hands-on implementation. Timeline: 2018 – 2020

List the results (30% of vote)

Skilling India 365 engineering and technical institutes equipped with BMW Engines and Transmissions are epicenters for automotive education. 29 states and 7 Union Territories in India equipped with BMW Engines and Transmissions for enhancing automotive skills. Pan-India university relations with hands-on / on-ground connectivity with 50 BMW Master Technicians who conducted ‘Train the Trainer’ programs at BMW aftersales facilities. Indo-German Relations Major milestone in Indo-German relations Perfect Symbiosis - Germany a champion of vocational skills enabling knowledge transfer to India which is in dire need of vocational training to boost ‘Skill India’ initiative. Skilled manpower is the need of the hour for German companies and automotive dealerships in India. Corporate Image Achieved a turnaround and astounding results in public perception of corporate image – Outstanding press coverage generated across India - 450+ print and online stories - 30+ minutes of TV footage Extensive social media coverage achieved – - Surge of impactful posts on Facebook | Twitter | Instagram | YouTube reached millions of Indians - SKILL NEXT» short film achieved a reach of close to 10 million, generating over 20 million impressions on social media Significantly enhanced BMW’s corporate image, ‘Made in India’ operations and contribution towards the society. Strengthening Team BMW Group India Internally, the initiative brought a sense of ONE team - 650 associates of BMW Group India - Over 3000 employees of dealer network in 33 cities Extremely active engagement from every part of business – - 80+ touchpoints in dealer network - 100+ suppliers