Mormugao Port Trust (MPT)

Session on branding and Promotion

Mormugao Port Trust (MPT) is the port on the Western Coast of India in the coastal state of Goa. Mormugao Port Trust (MPT) was commissioned in 1885 at the site of the natural harbor of Goa. This is one of India’s oldest ports.

Neena Dayal had the opportunity of working on a very prestigious assignment of a Public Awareness Campaign. This was one of the very first Public Awareness campaigns to be conducted in Goa. It was conducted by forging a public private partnership, again one of its kind back then.

The core theme of this campaign was environment protection and conservation. The campaign was called, “Vasco Go Green”.

Neena accepted this assignment as an external consultant to an advertising agency. Such assignments were an extension to her advertising and branding repertoire.

She was leading an advertising agency which had a small and startup setup. She enriched her work with great future vision, utilizing the multifarious talents of her team very well, and expanding her own canvas with every assignment.

Neena conceptualized, created and executed the entire campaign along with her small team of extremely talented professionals. They created the full branding for the core campaign as well as for the string of events associated with this year – long campaign.

Then all of the events and supporting activities were duly executed by her small team.

Neena conceptualized the animated human face of the campaign, and branded it as “Voxy”, to promote it as the poplar voice (vox populi), of Goa for conserving the environment. This branding also had a zing to it, which caught up very well.  She thought that having a human face to the campaign would make it easier for the public to absorb the awareness messages that were a part and parcel of this campaign.

It ultimately created a better bonding of the campaign with the people of Vasco city. This is exactly how it all turned out. The public related very well with the campaign and the response received was quite overwhelming.

The campaign was recognized as one of the best campaigns done till then by the erstwhile Governor of Goa.