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RAAHI
Nurturing greener
tomorrow: Raahi's
sustainable urban
mobility.
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The RAAHI project, a collaborative effort by NIUA and AFD, set out to revolutionise transportation in Amritsar by encouraging auto-rickshaw drivers to adopt electric vehicles. This shift would not only reduce carbon emissions but also improve the quality of life for both drivers and passengers. However, convincing these drivers to embrace a new technology presented significant challenges. We have used innovative approaches used to bridge the gap, fostering understanding, and ultimately inspiring a transition towards a greener future.
THE CHALLENGE
Spreading the
word.
Addressing climate change is a global challenge that requires urgent action. The RAAHI project, while focused on Amritsar, has the potential to serve as a model for cities worldwide.
Initial research by Amritsar Smart City and the Amritsar Auto Rikshaw Cooperative Society revealed a significant communication gap. It highlighted a key concern: fossil fuel vehicles often have greater passenger capacity and can operate for longer periods on a daily budget of around Rs 300, making them more cost-effective than electric alternatives.
To tackle this challenge Auto-drivers had to be educated about the plethora of benefits the RAAHI Scheme offers them and their families
THE APPROCH
Overcoming the
Communication
Divide.
The team adopted a hyperlocal approach, focusing on understanding the needs, aspirations, and concerns of the auto-rickshaw drivers. Through in-depth interviews and surveys, the team identified key barriers to adoption and tailored the communication strategy accordingly.
Six Key Pillars for Driving Change
The campaign focused on six key pillars:
1. Financial Benefits: Emphasized the long-term economic advantages of electric vehicles, including reduced fuel costs and increased earnings.
The electric auto saves Rs 300 daily which makes Rs 9000 for a month. This made us to land on our first pillar "Hun Amdan Di Fikar Nahi". We assured the drivers that they don't have to worry about their income anymore, with the benefits provided by RAAHI.
2. Family Benefits: Highlighted the opportunities for skill development and job creation for family members through RAAHI's programs.
RAAHI scheme offers free skill development for the female family members of the auto drivers. This made us reach two pillars approaches "Hun Main Vi RAAHI" , "Mera Ghar Chalda Hai" - which emphasized the economic benefits of RAAHI, showcasing how it can improve the financial well-being of the drivers and their families.
3. Environmental Benefits: Underlined the importance of reducing carbon emissions and contributing to a greener future.
RAAHI offers Rs 1 lakh as a subsidy if one quits his/her fossil fuel auto and goes for an electric one. This made us go for "Fayde Di Gal" - highlighting the advantages of registering with RAAHI.
4. Improved Quality of Life: Showcased the benefits of electric vehicles for both drivers and passengers, such as reduced noise pollution and improved comfort.
This lead us to "RAAHI mere Layi, Te Mere Sawari De Layi" - We highlighted the greener and healthier way to commute. The last pillar was all about where it all started, the world-level problem of curbing carbon emissions.
5. Government Support: Promoted the financial incentives and subsidies offered by the RAAHI scheme.
6. Community Impact: Emphasized the positive impact of electric vehicles on the city's environment and quality of life.
THE OUTCOME
Driving a Brighter
Future.
To build a campaign that truly resonated with auto drivers, we knew we needed a powerful message that could capture their hearts and minds. We wanted to create a campaign that not only highlighted the benefits of RAAHI but also inspired them to make a positive change.
Our approach was simple yet profound. We focused on three key pillars that were most meaningful to auto drivers: earning more, saving more, and providing a better future for their children. These pillars formed the foundation of our tagline, "Kamao, Bachao, Padhao," which translates to "Earn, Save, Educate."
To bring this message to life, we utilized a combination of traditional out-of-home advertising and a compelling ad film. Our goal was to connect with auto drivers on a personal level, showcasing how RAAHI could improve their lives in tangible ways.
THINGS WE WORKED ON TO CHASE THE DREAM
Branding.
Visual Identity.
Campaign Design.
RAAHI is a pioneering force in the realm of urban transportation, offering a unique opportunity to drive change and contribute to a more sustainable future. In today’s bustling cities, we believe that transportation should be more than just a means to get from point A to point B; it should be a positive force for good.
RAAHI empowers drivers to elevate their livelihoods and make a tangible impact on the environment. By partnering with us, you can not only enjoy the benefits of a greener, more efficient vehicle but also contribute to a cleaner, healthier city.
Ready to embark on a journey toward a sustainable future? Let’s drive change together with RAAHI.
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