MAGIC OF MUSIC – MARKETING COMMUNICATIONS FOR SWACHHATA AT INDORE

The emergence of Indore as the cleanest city of India consecutively for the fourth time is an outcome of multidimensional strategy adopted by Indore Municipal Corporation (IMC). Behavioural change among citizens of Indore has been the catalyst for making the city clean. It is through people’s engagement and participation, the corporation could successfully execute its solid and wet waste segregation, collection and management strategy. Amongst all the marketing communications tools used for this purpose, Music in the form of Swachhata Song has remained the key element in creating the awareness and bringing the behavioural change among the citizens. The present study was aimed at analysing effectiveness of marketing communications strategy used by Indore Municipal Corporation for Swachhata Campaign. The study found that though many tools of integrated marketing communications have played their role in this mission, but the Swachhata Song occupied the most popular rating by the respondents. This study establishes the effectiveness of music as a marketing communications tool through its magical power of emotional engagement.