Bharat Mobility Global Expo 2024

Executive Summary

As we reflect on the inaugural Bharat Mobility Global Expo 2024, the event marked a significant stride in the right direction, offering a crucial platform for stakeholders to engage, communicate, and collaboratively chart the path forward in advancing sustainable mobility.

Spokespersons engaged:

• Vinod Aggarwal, MD and CEO, VECV
• Rajinder S Sachdeva, COO and Head of R&D, VECV
• Bhagwan K Bindiganavile, SVP - Strategic Planning, Brand and Communication, VECV

Key Messaging

VECV made multiple announcements that were able to catch the eyeballs throughout the entire automotive ecosystem.

The biggest of them all was Eicher’s entry into the small commercial vehicle segment with an innovative product range, reflecting our dedication to pioneering advancements

Simultaneously, following other messaging were also facilitated with the media –

• Eicher launches Pro 2055 EV, India's first 5.5-tonne Electric Vehicle (EV) Truck, poised to redefine the automotive landscape and boost the growth of the e-commerce segment
• VECV Showcases future-ready mobility solutions at the Bharat Mobility Expo 2024
• Volvo Trucks unveils Electric FM 4X2 electric highway tractor

Top headlines

• VECV forays into small commercial vehicle
• Eicher set for SCV plunge, unveils an EV pick-up truck
• Eicher trucks and buses forays into small commercial vehicle biz
• VECV's future-ready mobility solutions at Bharat Mobility Expo 2024
• Eicher Trucks & Buses Will Unveil 5.5T EV Truck At Bharat Mobility Expo

Strategy

For the announcement - Eicher entering the SCV segment, we deliberately took a phased approach in order to maximize the impact of the announcement.

• Under embargo interaction: We conducted interactions with The Economic Times, The Hindu Business Line, Financial Express, and The Times of India one week prior to the expo
• Press release announcement: Disseminated national press release during the event.
• In-person interactions: We conducted media interactions for Mr. Vinod Aggarwal and Rajinder Singh Sachdeva during the event with Fortune, The Economic Times, ET Auto, Autocar Professional, The Times of India, Motoring Trends, Business India and Zee Business Hindi

Additionally, as a pre-buzz to the showcase, we engaged with trade media for test drives of the new Eicher Pro 2055 EV focusing on the next-generation mobility solution to support the modern logistics industry.

Outcome and Analysis

Our phased approach strategy and ability to successfully leverage media generated 191 stories, across financials, mainlines, wires, trade, and electronic as well as general interest news portals. Some interesting metrics capturing key highlights for your reference.

• 100% of the stories covered our key messaging
• 74% Coverage was secured in CAT A media
• 20 interactions concluded
• 100% positive tonality
• 4.56 CRs PR Value garnered

Media Feedback

• The event was well appreciated by the media for the showcased sustainable (EV) products and seamless coordination on-ground.
• The media appreciated the support and the hospitality by the VECV team.

Learnings

• Last minute document request made it difficult to ensure quality counsel and content was provided
• Additional press release drafts were asked to be drafted during the event with limited/restricted network; team could have been intimated earlier during the week; release structure with placeholders could have been made earlier, ensuring seamless work during the event
• Multiple iteration in timing of the announcement (SCV) at the last minute was a struggle; team made rigorous follow-ups with the media to share the new time of the announcement. This made it difficult to ensure ample media attendance during the announcement.
• Due to a last-minute blackout issued by the PMO on the 2nd day, making our announcement on a Saturday added another barricade to the media attendance.
• While the last-minute change in the timing of the announcement was conveyed to the media; few of the media arrived at the earlier decided time

Learning during Pithampur test drive

• Managing 7+ media with one EV truck for test drive raised time constraints.
• Briefing session at the plant was longer; could have utilized that time during test drive at the tracks
• Proper time schedule should have been followed, giving each publication restricted time for test drive

Coverage Snapshot

Coverage Update