The Municipal Corporation of Gurugram: Inspiring pride
The Municipal Corporation of Gurugram (MCG) is the primary civic agency which provides the residents of Gurugram with civic services. These include maintenance of parks, drains, public toilets and other public places, property tax collection, application for trade licenses, registration of marriages, births and deaths, construction and maintenance of municipal markets, fire brigade services, solid waste management and planting of trees.
The authorities at MCG were finding it hard to implement their directives in Gurugram, as the residents weren’t being cooperative. Things came to a head when the Ministry of Housing and Urban Affairs conducted a Swachh Survekshan Survey.
The campaign was very well received. The posts, videos and jingles were liked and shared by a large audience and received much appreciation. In fact, some of the posts were even retweeted and reposted by Swachh Survekshan Urban, Swachh Bharat Mission and other prominent bodies
MCG roped in The PRactice to spread the message of hygiene and cleanliness, and to inspire pride in the neighbourhood. A study of the problem showed that the residents weren’t convinced about MCG’s efficiency. We realised that MCG was in dire need of Reputation Management. It needed to be perceived as efficient and responsive. To achieve our objective, we adopted a 360-degree approach and incorporated elements from our integrated offerings including Strategic Media Relations, Digital Engagement and on-ground activation.
Our press releases on Swachh Survekshan received 20+ coverages and accounted for almost 60% of tier 1 publications. In addition, we designed social media campaigns through which we involved larger audiences, leaders and influencers in Gurugram to promote cleanliness in the city and participate in Swachh Survekshan. As part of our
programme, we identified various stakeholder cohorts comprising local influencers. We created a bilingual communication campaign using jingles, posters, social media posts, cartoons, etc to ensure public participation. The campaign was very well received. The posts, videos and jingles were liked and shared by a large audience and received much appreciation. In fact, some of the posts were even retweeted and reposted by Swachh Survekshan Urban, Swachh Bharat Mission and other prominent bodies.