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novel PR experience altogether! |
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| Client |
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TTK LIG Ltd.
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| Overview |
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TTK LIG Ltd. has been
our client since 1997. We have been associated with the
client in the launching, research and follow-up of their
various brands Durex, Kohinoor Pink etc.
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| Objective |
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Relaunch of Durex condoms,
World’s leading condom brand, in India along with
a PR strategy to support the brand on a long-term basis
and build consumer education and awareness.
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| Strategy |
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A strategy involving
coverage of the brand in the media on a continuous basis
through press conferences, one-to-one interviews, factory
visits, advertising, etc. were adopted with inputs from
Durex global survey reports. A PR programme to project
the company as committed to education and quality was
undertaken.
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| Results |
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Made Durex an acceptable
condom brand in the conservative Indian mindset through
rigorous research programmes and PR strategies.
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Quest For Quality
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| Client |
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TVS Sundram Fasteners
Limited
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| Overview |
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It was a typical case
of “what to give a girl who has everything”
with this client who ostensibly had a perfect score of
ten.
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| Objective |
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A thorough study revealed
a tiny incongruity where Prism could make 9.99 a whole
10.
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| Strategy |
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We discovered that the
impact of TPM (Total Productive Maintenance) on the company
and its employees was not clearly understood by the media.
A program was undertaken to drive home the point that
TPM was solely responsible in enabling the client make
vital progress in the export market.
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| Results |
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Proof of the pudding?
Best of best Supplier Award by General Motors, USA, 5
years in a row from 1995 to 2000. Besides, it is the only
company in the country to be awarded the prestigious JIPM
(Japan Institute of Plant Maintenance) award in the Engineering
sector. Further, Sundram Fasteners will always be recognized
as a truly global Indian company, a fact validated by
the words of Mr. Suresh Krishna, the Chairman, “In
the international market, they talk about zero breakdowns;
they talk about zero defects; they talk about zero accidents.
Zero is a very powerful number when you want to become
internationally competitive.” |
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| Environmental PR |
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| Client |
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Thirumalai Chemicals
Limited
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| Overview |
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In this age of environmental
conservation and awareness, people think the chemical
industries are environmental hazards.
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| Objective |
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The challenge was to
change this general perception about chemical industries.
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| Strategy |
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A year-long program was
drawn up and executed after meticulous study and research.
This program included regular visits to the factory, community
development, media relations and interaction with the
target audience etc.
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| Results |
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Each TA was made to understand
that TCL has a world-class factory and matching pollution
control systems to prevent any inadvertent damage.
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| Crisis PR |
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| Client |
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Mangalore Chemicals
& Fertilizers Ltd.
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| Overview |
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Mangalore Chemicals &
Fertilizers Ltd. located in Karnataka is a Urea and DAP
manufacturing plant. After 20 years of problematic operations,
the plant made a small profit in 2000. However, the workers
were bent on creating problems and demanded unreasonable
hikes in the salary, a move that would definitely put
the company back in the red.
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| Objective |
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We were faced with the
unenviable task of resolving this sticky issue.
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| Strategy |
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A counter-move was launched
which sought to inform the general public about the company’s
turn around and seek their cooperation. Simultaneously,
the workers were let in on the problems and the prospects
faced by the company.
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| Results |
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This path-breaking campaign
undertaken in Feb-April 2001 that could have placed the
company in a vulnerable position was a tremendous success.
The company donned a new corporate image and the workers,
who responded positively to our initiatives, were rewarded
with a healthy work place.
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| A PR program with
a social cause |
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| Client |
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Madras Craft Foundation
- DakshinaChitra
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| Overview |
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With focused goals of
cultural promotion and vision for the future, its President
Dr. Deborah Thiagarajan along with a small group of like-minded
persons founded Madras Craft Foundation in 1984 as a non-profit
organization. DakshinaChitra, the Madras Craft Foundation’s
heritage center was evolved for the preservation and promotion
of the cultural identity of the South Indian states.
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| Objective |
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To get more traffic into
DakshinaChitra.
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| Strategy |
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A programme targeting
the children as visitors to DC on a regular basis and
communicating the same through newspapers with a parallel
focus on the middle and upper middle class families particularly
housewives to ensure family participation and rapid awareness.
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| Results |
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The education programs
of DakshinaChitra have become very popular. The number
of visitors to DC increased tremendously and their evaluations
has been exceedingly positive.
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| New PR for new technology
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| Client |
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RPG Cellular
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| Overview |
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Cellular telephony as
a product came into the market to fulfill the need of
communication anytime and anywhere. RPG Cellular is one
among the few cellular service providers in the country
to hold a tremendous track record on being the first in
a series of achievements - be it the network coverage,
subscriber base or launch of new services.
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| Objective |
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More than just creating
awareness about the company’s activities, the Challenge
was to educate the common man about the concept of mobile
telephony.
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| Strategy |
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An innovative strategy
was evolved to drive home the fact that ‘Cellular
is for everyone and not the rich man’s prerogative
only’ through a series of press releases about
how economical and advantageous it is to use a cell phone.
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| Results |
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RPG Cellular emerged
as the leading name in cellular service in Chennai and
is continuing its success steadily.
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