Case Studies


(Click on the client name to read more)


Huawei Technologies Co. Ltd (Huawei Devices)

The Situation:

Huawei Devices, a subsidiary of Huawei Technologies, a global leader in providing next-generation telecommunications solutions for operators around the world launched series of smart phones & cloud phones in the Indian market and entered the tablet segment by launching MediaPad – company’s first ever tablet in the year 2011. Huawei via the launch of its various products wanted to reiterate its commitment to the Indian market.

Avian Media was hired to build and sustain excitement around the launch of its various products. Huawei, used public relations extensively as a tool to nurture and develop its image in Indian market and change the pre conceived notion about Chinese companies to gain consumer confidence and trust.

Avian Media not only assisted the company in increasing the sales and percentage of market share for new range of products but also helped in strengthening company’s corporate image. The agency supported company’s Corporate PR and created buzz both in traditional & online media for its products and its association with Chetan Bhagat as a Brand Associate.

Challenge –  

    Change the pre conceived notion about Chinese companies

    Low awareness in smart phones category and known only in Mobile Broadband sector

    Perceived more as B2B than B2C company

    Zero support to brand push – No ATL& BTL activities undertaken till date

Role of Public Relations:

    Launch Huawei as a serious player in the handset market

    Showcase and create awareness around Huawei’s offering in the Smart phones and tablet category

Audience insights:

Customer Group [Prospective customer]
Huawei Devices products are targeted at the youth which was divided into two segments:

    College students

    Young urban professionals who have recently started working

Diffused Group [Media and Influencers]

    Technology, corporate and features media

    Bloggers - Technology

Key messages:

    Huawei is a company which is driven by innovation

    Huawei has a strong commitment towards the Indian market

    Huawei is a leading player of Mobile Data cards, Set Top Boxes and CDMA Handsets in the country

Strategy:

Integrated approach (Traditional & Digital) to highlight Huawei phones (smartphone & mediapad) as Value Products i.e. High Quality at competitive prices

Execution :

In order to build salience for the brand, agency coordinated the launches for various range of products in target cities. These comprised launch of various products such as:

    Huawei Ideos – Phase 1

    Smartphones Chat, Ideos X2 & Ideos X5

    Cloud phones Sonic, Ideos X3 & Tablet – MediaPad

    Data Cards

Simultaneous buzz for the products was created on social media platforms wherein agency ensured engagements with Facebook users through relevant application updates; contests and initiated conversation with twitter users, who were discussing about android phone / tablets / cloud apps

To create advocacy for the brand, agency undertook product reviews and features on the products in Category A media across mainlines, financials, online and television shows. Close to positive 42+ product reviews were undertaken in a year
The agency also initiated a strong blogger engagement programme and undertook two blogger meets one in Mumbai and one in Delhi to create advocates for the products. Around 25 bloggers attended the meet and today provide positive reviews for Huawei products

Text Box:  In order to create connect with the brand, the agency also recommended signing Chetan Bhagat as brand associate (not brand ambassador, given limited budgets). The agency strategically explored an exclusive interview with The Economic Times to announce the association. This was very important from trade channel confidence point of view. To connect with consumers, various tech shows and lifestyle shoots for Chetan Bhagat were undertaken. The team also initiated conversation with Chetan Bhagat on Facebook & Twitter.

Measurement/ Results: Do note that all the below was achieved without any ATL/BTL campaign undertaken by Huawei

    Sales of Huawei products increased six times post the Phase 1 (Huawei Ideos) launch

    From just 250 retail outlets during the time of Phase 1 (Huawei Ideos), Huawei today is at 1200 outlets

    New retail channels opened like Reliance Digital, e-Zone including entry into online channels like Flipkart

    Presence from just 10 cities during phase 1 increased to 25 cities by year end

    No. of FB users which started at approx 300 in Phase 1, today stands at a staggering 65,892

    Positive coverage garnered online and print with CAT A media like NDTV, ET, ET Now, HBL and more

    Lifestyle magazine FHM rated Huawei MediaPad in Top 15 tablets in India(coverage provided for reference)

    ET has rated Huawei Ascend D Quad amongst the Top 8 star devices unveiled in the Mobile World Congress in Barcelona

    NDTV did a solo review on Huawei’s Cloud Computing application and its benefit to the users

Client wows:

From a project based client, Huawei became a retainer client with mandates for both traditional and online PR campaign.

Client Testimonial“Fantastic job done by the team in terms of establishing the brand, creating the media impact and increasing our sales. I appreciate the team for their professionalism and their commitment towards Huawei.” – Mr Anand Narang, Marketing Director, Huawei Devices

MTV – Coke studio@MTV

The Background:

Coke Studio- an international craze was coming to India!

Coke Studio was first started in Brazil as a live music recording show. It was then replicated in Pakistan where it became immensely successful. The format was coming to India and the idea was to give an equal platform to all singers, whether Bollywood, folk, classical and indie

Coke Studio@MTV, a first of its kind music project in India brought together diverse artists of different genres to create an extraordinary series of medleys, giving music lovers across the country a unique opportunity to enjoy Coke Studio’s signature fusion music. MTV India partnered with Coca Cola to bring the first India edition of Coca-Cola’s internationally renowned music property - Coke Studio.

Creating waves with this property across the world, a show that had no auditions, no judges, no voting, just PURE MUSIC.

The Role of public relations :

    Launch the much awaited Coke Studio@MTV in India and create the hype & excitement around the launch

    Create equal or more hype for the India edition of Coke Studio@MTV

    Reach out to all the music lovers across cities in India

Key Messages :

    Coke Studio the well acclaimed international music property now comes to India on MTV and it will be/is known as Coke Studio@MTV

    Signature fusion music brought to the Indian audience by the best talents in the industry, rising artists and folk legends

    With the best talents in the industry celebrating the musical diversity of this incredible country, every episode will feature one established musician, one up-and-rising artist and one folk legend, creating a soulful sound that will stay with the audience for a long long time

    Coke Studio@MTV truly exemplifies the melodious symphony of the diverse genre of music ranging from famous Bollywood rhythms, traditional tunes, modern western, folk, and much more bundled into a one spectacular musical treat

The Approach & Execution :

The agency followed the T.I.M.E. approach : Send Timely Information & Provide Media / Mass Experience

Timely Information

    On Air Press Conference:  Invited the entertainment, lifestyle and music media for a press conference in Delhi at the on-air announcement

    Weekly Tune-ins & EPK’s (Electronic Press Kits): Disseminated weekly tune-ins to all print publications and electronic press kits with snippets from the show to all electronic channels (Television & Online)

    Regular tweets and Facebook updates

    Weekly show snippets:  Weekly show snippets (gossip notes) were shared with the print publications. This let a lot of information that happened beyond the show

    Artists interactions: Scheduled one-one, email and telephonic interactions, for artists and spokespersons on an ongoing basis

    Interview podcats with the artists- Fans got a chance to interview the artist live on the phone and these podcasts were used on the Facebook fan page

    Twitter chats with the fans

Media / Mass Experience

    On-set visits: Though people knew about the concept, there was much anticipation about what the Indian edition is going to be like. Media was taken to the sets to give a first-hand experience and feel of the Indian edition of Coke Studio@MTV. Approx. 15 set visits were undertaken within a month of shoot

    Coke Studio@MTV minicert:  A 10 city tour where the Coke Studio@MTV magic was created on stage and people got to witness it live in their cities. 4-5 artists travelled to every city to perform. Listing note for every city was shared with the media; interviews for artists were coordinated and the media was invited to be witness the concert live and capture it

    MTV Facebook blog- a select fan got a chance to write their experience of the minicert

    Live videos of the performance were uploaded on social media

Statement from Coca-Cola India

With just three weeks since the show went on air, CokeStudio@MTV has crossed 6.86+Lakh fans!

    According to people’s perception MTV was only about reality series and Bollywood music but  Coke Studio@MTV brought an independent platform of music back on television and the M was back in the Music television(MTV)

 

Allcargo Global Logistics Ltd

Objective:

To position Allcargo Global Logistics Limited as India's leading integrated logistics solution provider.


Strategy

To highlight the sectoral expertise of Allcargo Global Logistics Limited and build thought leadership around the logistics sector in India.


What did we do?

Build thought leadership for the MD by scheduling interviews with leading financial dailies.

Initiated regular meetings with media analysts and key analysts with top management to engage them in the company's growth story.

Create and share quarterly company initiatives and announcements snapshot with the target media and analysts to keep them engaged with the company.

Leverage domain knowledge in industry related news stories through commentary from AGL spokespersons.

Create vertical specific customer case studies and place them with the B2B media, thereby opening channels with prospective business associates.

Industry issues based authored article by vertical heads to be explored with media.

Initiate media round tables or panel discussions specific to the sector/business vertical across various cities.

Explore speaker opportunities for them in various relevant national and international events.


Result

The MD was recipient of the E&Y Entrepreneur of the Year Awardin services category.

Build the perception of All cargo Global Logistics Limited being a Fortune 500 company.

Dominant share of voice inindustry stories.




EXL Services

Objectives

Establish Vikram Talwar as a thought leader in the IT- BPO industry in India.


Challenges

Limited availability of Vikram Talwar due to his busy schedule.


What did we do

Identified topical issues in the IT- BPO industry, owned them and presented a solution.

Create a mix of business and personal profiling in the national media by highlighting the success of EXL and Vikram's role as a good entrepreneur and.




Hard Rock Cafe

Objective

Launch of Hard Rock Café in Delhi.

Create hype about the brand in the capital for the next few months.

Reach out to the a diverse audience through ways that influence them.

To create top of the mind recall for the brand to influence customer walk-ins.



Strategy



The Approach : Media

Launch Party.

Invited socialites.

Coordinated with the media during the launch.


Post launch

Disseminated the post-launch party write-ups.

Shared pictures with the target media to leverage.

maximum visibility for the brand.

Invited the media to review the restaurant.

Generated hype around the live band performances.

pre-views and post event.

Consistent engagement with the target media (food, music and entertainment beats).


The Approach : Digital Media

Explored Digital PR by using Facebook and Twitter

Created the group, Hard Rock Café, New Delhi, on Facebook.

Updated fans with the events and theme nights.

Vigilant eye on digital

Updated JSM on issues and concerns faced by Hard Rock Café fans.

Groups of girls faced problem while entering Hard Rock Café.

Acoustic concerns.

Answered all the queries from Hard Rock Café fans on the events such as cost, timings and availability of tickets for the events.

Managed racism comment posted on the Facebook community and solved the issues online.


The Approach : Crisis Management

Mail Today journalist wrote that dead rat was found on ceiling of HRC on a blog post.

Immediate action was taken. Posted comments on the blog to counter the report.

Located the blogger, found the details and explained the incident to him.


Result:

Coordinated meetings between General Manager( HRC, New Delhi) and Senior Editor of Mail Today.

Successfully influenced the journalist to delete the post.


Acoustic Concerns- Negative Story in HT City

Informed the client on time about the negative story in HT City on the issue.

Recommended and coordinated interaction with the client for Hard Rock Café.

All concerns on acoustics addressed.


Result

Managed to balance all the negative coverage.

99 % positive coverage.

More than 37 article appeared in the first month of the launch.

Travel +Leisure and Elle rated Hard Rock Café, New Delhi, as one of the top 10 restaurants in the city.

More than 400 clips have appeared on Hard Rock Café, Delhi, since June 2009- March 2010.


Monorail project in Bangalore

Creating a favourable environment to introduce the monorail in Bangalore

Media dipstick

Understanding the level of awareness among the media.

A media outreach programmeto introduce the monorail concept in Bangalore

Educate & build relationship with the key journalists covering infrastructure / transport.

Mainlines

DNA, The Times of India, Deccan Chronicle–3, The Hindu, New Indian Express, The Economic Times.

Language

Kannada Prabha, TOI Kannada, Rajasthan Patrika, Eenadu, Udayavani, Vijay Karnataka, Matrabhomi, Madhyam, Andhra Jyoti, Sakshi.

Language TV Channels

TV9, Kasturi TV, Udaya TV.


Letter to the editor to raise issues of common man over the burgeoning population and worsening traffic situation in Bangalore

Mr. RaghotamSrinivas, Business Editor, Deccan Chronicle.

Mr. Johnson TA, Special Correspondent, The Indian Express.

Mr. Satyamurthy, Business Editor, The Hindu.

SujithJohn, Business Editor, The Times of India.

Mr. ShriramRamakrishnan, Editor, The Economic Times.

Mr. K. Subramanyam, Editor, Deccan Herald.


Running threads on city blogs-To stir the thought around the dire need of monorail in a city like Bangalore.

Ran threads on praja.in, which is a leading blog for Bangalore.

Being a tech city, blogging is common amongst the citizens of Bangalore. The thread generated lot of queries.

Posting comments 12-15 comments per week.


Initiated tie-up with Radio channels for marketing cum content tie-ups

Radio City.

Radio Mirchi.


Results

Created awareness about Geodesic's initiative in bringing monorail to Bangalore.

Highlighted the gap in the city infrastructure.

Communicated the benefits of monorail by highlighting the concept of integrated transport model.

Reached out to the stakeholders such as the government bodies raising the issues of a common man.

Punj Lloyd

Objective

Position Punj Lloyd Group as a preferred global conglomerate with expertise in providing EPC services in the Oil & Gas, Infrastructure and Petro chemical industries.


Strategy

Showcase group's capabilities in handling complex projects across the world and highlight on time competition.


What did we do?

Built thought leadership.

Media interactions for MD & CEO with leading media houses like Mint, HindustanTimes, CNBC TV 18, NDTV Profit and ET Now.

Highlighted strong financial performance.

PressBriefings/Conferences to announce quarter results.

Issuing press releases on contract wins.

Regular media interactions for MD & CEO during prime time slots on stock related channels like CNBC / NDTV Profit / UTV Bloomberg / ET Now.

Handle dissues to attain positive to nality.

Libya crisis.

Fallo faover-bridge.


Result

Stocks of the company hasal ways shown positive and upward trend post order wins and quarter results.

Even during the crisis not a single negative clipon the company's performance and sustenance.

MD & CEO awarded E & Y Emerging Company of the year.


Scomi

Objective

Position Scomias a pioneer in the Urban transportation Infrastructure space.


Strategy

Education programmeto build awareness on monorail as a mode of transportation.

Bridge Building Meetings – Educate media on the concept and benefits of monorail.

Media FAM Trip.

Press releases to update media of milestones achieved.

Thought leadership campaign.

Authored article.

Industry Commentary.

Corporate profiling.

Speaker opportunities.


Result

Articles generated in over 90% of consumer press on the need of a monorail system in Mumbai.

The success of the Mumbai monorail project had other state governments initiate monorail corridors e.g. Bangalore, Chennai and Kolkata.