Methodology
EPFO faces challenges with low brand awareness and weak logo recognition, reducing its visibility among employees and employers. The absence of a clear association with a government body further impacts its credibility. Many employees struggle with multiple unmerged PF accounts, leading to confusion and administrative difficulties. Online service issues, such as challenges in PF withdrawal and incorrect personal details, create frustration for users. Additionally, the recall of EPFO’s awareness campaigns, including outdoor advertisements and social media efforts, remains low. These challenges highlight the need for more effective communication strategies to enhance brand recognition, credibility, and service accessibility.
Challenges
A purposive sampling approach was adopted, targeting 6,035 employees across diverse states and industries to ensure a comprehensive analysis. Structured face-to-face interviews were conducted, with mobile devices used to display campaign materials for better recall assessment. To maintain data accuracy, rigorous quality control measures were implemented, including daily reviews, audits, and expert oversight. Field executives underwent extensive training to standardize data collection and minimize biases. Quality checks were performed at every stage to ensure reliability and consistency. These measures strengthened the credibility of the findings and provided valuable insights into employee perceptions and challenges.
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Methodology
The study revealed that 37.9% of respondents were aware of EPFO, with Maharashtra, Tamil Nadu, and Delhi showing the highest awareness levels. Among various promotional channels, print campaigns had the widest reach at 53.24%, followed by digital advertisements at 48.7% and radio ads at 39.3%. The recall rate for EPFO’s “Social Security” message was strongest in print ads, with 32.7% of respondents remembering the campaign, while radio ads had a recall rate of 28.9%. These insights highlight the effectiveness of traditional media while also emphasizing the need to enhance digital and radio outreach for broader engagement.
Results
To enhance outreach and improve campaign effectiveness, it is recommended to increase the frequency of print advertisements and expand radio and outdoor promotions to additional cities. Strengthening social media engagement through targeted digital campaigns will further boost visibility. The proposed budget includes an additional ₹70–80 lakhs for print ads and a doubling of the current digital ad spend. Radio promotions are set to receive ₹80 lakhs to ₹1 crore, while ₹8–10 crores are allocated for television ads to maximize reach. Additionally, ₹50–70 lakhs will be invested in outdoor advertising to reinforce brand presence and campaign recall.
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