Reset Tech Global

Disease Free India - Reset Tech Global - Making India Healthy

When RESET TECH a health-tech startup consulted SDPR to help launch their alternative therapy health solutions application ‘AAYU’, we worked extensively with their team and with their knowledge partners S-VYASA Yoga university and produced an innovative idea to launch AAYU. We came up with a nationwide initiative called ‘Disease Free India - Rog Mukt Bharat’ movement where the brand would get a chance to give back to the society while creating awareness among Indians to become free from chronic illnesses and lifestyle disorders for a better and healthier India. The idea was an immediate hit.

SDPR ideated and architected this cause-related movement from scratch, designed so as to provide free health check-ups to the public and facilitate practices like yoga, wellness, and meditation through education and personalised healing programs. Wide publicity across the country was carried out for maximum participation and the program was a resounding success. It boosted consumers which were eventually routed through the app, witnessing an overwhelming response from participants in the first leg itself.

From the initial planning and design framework to the execution of the DFI movement and the app launch, SDPR brought its finest tools to the table to curate the DFI initiative and accentuate the launch of AAYU. Using both traditional and digital media, SDPR helped spread the campaign’s message and raised awareness about chronic illnesses and poor lifestyle choices to the masses. Prime publications in the mainstream, health, and tech space among others, helped us shed light on the advantages of Yoga in the prevention and cure of diseases, and the campaign was covered by top media outlets across the country.

The DFI initiative was well-received and launched by the Governor of Karnataka, Shri. Thawar Chand Gehlot, on the International Day of Yoga. The app AAYU was later inaugurated by the Chief Minister of Karnataka, Shri. Basavaraj Bommai, and received media attention from all over the country including the Ministry of Ayush and the Prime Minister of India.

RESET announced within a month that they are already paving the way for their global footprint in 11 more countries. The company has plans to go ahead and make the DFI initiative an IP. The brand is now also looking to extend to universities and colleges across the country targeting awareness among the youth with a program towards creating disease-free campuses.

Nazara Technologies Ltd.

Hands-on Nazara - India’s first Gaming IPO

We started work with the company 5 years ago with one aim – to create perception of Nazara being the leading gaming company in the country.

The primary role was to attract investors and funding for the company with the right messaging throughout the media space.

SD devised a focused PR program to target bi-monthly coverage in leading Indian business newspapers and publications like Economic Times, Mint, YourStory, Inc42 and even the largest mainstream newspaper of India, Times of India. With consistent coverage, in just 2 years’ time, Nazara managed 3 investors including known names like IIFL and Rakesh Jhunjhunwala.

News features, industry stories, management profiling in various columns and entrepreneurial magazines were carried out. The company and its management featured in practically every print publication on the key target list in addition to top online news blogs and shows and interviews in top TV channels.

The consistent push of well curated, specific communication played a big role for Nazara’s positioning, as it attracted 2 more sizable investments over the course of next 3 years and ultimately became the first Indian gaming company to open for public offering (IPO) in March, 2021. The testimony to its success is further proved by the fact that after a successful launch, the IPO was subscribed 175 in 3 days.

The advisory, over the years, had ensured the company and management’s presence among investors, at notable thought leadership events, in addition to bagging recognitions with big media banners.

We are proud to have been instrumental in contributing to Nazara's growth story today.

Kabaddi Adda

Kabaddi Adda’s mental health campaign: ‘Mann Ki Jeet’

The absence of competitions and events during the pandemic brought about a loss of livelihoods and income for sportsmen like wrestlers and kabaddi players in tier 3, 4 towns, India. The murder by wrestler Sushil Kumar during that time brought to light the dire impact on this player community. This led us to think up an idea. SDPR observed the volatility in the sports environment at the time, and understood the challenges faced by the players and advised Kabaddi Adda to carry out a mental health campaign for the player community. Titled ‘Mann Ki Jeet’ the campaign was floated within 30 days with strong support from key industry leaders.

The campaign consisted of multiple forms of messaging to reach out to the player community. PR, events and messaging was well spread. Closed-door empanelled sessions were hosted in languages for kabaddi players and coaches from over 90 academies under the Kabaddi Adda banner. Students and players were encouraged to open up and share their concerns comfortably. The campaign was supported by Santosh Kumar Chaturvedi, former dean and senior professor of psychiatry at NIMHANS, Bengaluru, among multiple other doctors. Renowned names like Deepak Niwas Hooda (Team India Captain), Ajay Thakur and Rishank Devadiga along with mental health experts, coaches and PKL team CEOs were also part of the panel.

From the PR perspective, The ‘Mann ki Jeet’ mental health campaign was successful in creating a significant stir in the kabaddi community in India and was well covered in the media including the Mint publication. It facilitated important conversations among players and industry leaders regarding the mental health of sportspersons and provided a safe space for the players to reach out to with their problems.

Kabaddi Adda



Please refer to the link for the episode entry: shorturl.at/CKWXZ

Moving upwards and 4WD: Shark Tank India

The first sports Startup to get funding at Shark Tank India

Kabaddi Adda had already created a good reputation amongst the investors not only via empathetic initiative during the pandemic but also with the launch of K7 tournaments which became the 2nd largest Kabaddi tournament in non metros. K7 was the first contact sport tournament played in India post pandemic where more than 140 skilled and professional kabaddi players across the nation participated.

Having been funded by Artha Ventures in 2019, the brand was now looking for the next round of funding. While still small and hoping for better significance, it seemed like a perfect time to launch them on the first season of Shark Tank India by Sony entertainment. This would get the brand a wide berth of audience and outreach nationally while serving their fundraising purpose. SDPR successfully introduced Kabaddi Adda with its founders on the Shark Tank India show. Our faith in the brand was validated when the brand managed to strike funding from Vineeta Singh of Sugar Cosmetics and Namita Thapar of Emcure Pharmaceuticals.

But not the least the show was one of Shark Tank’s best and well received shows given the design of the episode. A special entry and enactment of the Kabaddi Adda teams running in on stage coupled with a short performance of a match in their jerseys made it super exciting for the Sony audience as well.

This was clearly our faith in the brand, the founders ability and quick thinking on our part to get our clients on the other side.

We are proud to have been a catalyst in taking Kabaddi Adda to greater heights.

Surf – HUL

Colour your future campaign

The campaign was designed as an art competition for children wherein they were asked to express their future ambitions and what they wished to become when they grew up. Hence through art the children were asked to draw/paint their dreams and aspirations. The typical brand connect here was Surf’s message that encouraged children to get dirty borrowing from the ‘Dirt is Good’ campaign. Wherein children can have paint spills on their clothes which the detergent Surf will clean effortlessly.

From the PR and communication standpoint, the marketing objective was not sufficient to draw out credible PR in key media. Too many art competitions happen every day. We devised a unique criterion to judge the artwork and winners. We decided that winners would not be judged on the quality of artwork and painting showcased but instead the thought process of the child that was expressed. For e.g. If a child drew/painted some basic trees he might still get the first prize if he mentioned that he aspired to become an environmentalist.

The campaign was part of Surf’s larger objective and reiterated the message of caring for children, their education and future.

Singapore Tourism Board

Sing Singapore

The Singapore Tourism Board (STB) set up office in India, to increase awareness of Singapore as a preferred destination for travel. The aim was to generate higher footfalls whilst building a bridge with the Indian travel trade.

Worked directly with the India director on a regular basis sharing ideas and opportunities to attract eyeballs and create sufficient buzz for STB.

Designed programmes like incentive and update seminars, hosted events and activities with the travel trade.

Worked with Singapore Airlines for special PR activities communicating collaboration and benefits.

Initiated corporate media stories sharing growth and progress with an aim to achieve maximum footfalls.

Carried out multiple events and activities to support marketing initiatives with stories on destination, people and opportunities. PR Highlighting key factors of Singapore being a family destination and safety aspects.

With these and multiple other aggressive media and non media initiatives, Singapore Tourism Board in India managed to hit their target much before time.

Surf – HUL

A 10/10 score

Surf Excel, India’s original power-brand faced the heat as the battle for mind space and market share reached its zenith in the premium detergents market. To retain its brand and market leadership Surf Excel undertook a unique PR exercise. I myself along with my team crafted a one of its kind community based campaign - Surf Excel 10/10.

The PR campaign aimed at involving the community for a social cause was totally dependent on PR as there was no mass media advertising involved. Red PR’s recipe for success involved key ingredients like effective messaging, NGO and Celeb involvement along with a well-plotted media plan.

The campaign was a huge success and raised Rs. 5,00,000 (5 lakh) each for 5 NGOs in 5 cities. Steve Waugh, former cricketer and a patron of Udayan (NGO), was truly impressed with the program and sent a congratulatory letter to us for the unique PR initiative.

Indian Merchant’s Chamber

Hitting a six and a ton

Indian Merchants’ Chamber, India’s premier chamber of commerce entered its centenary year in 2006. The century old institution was suffering from severe media indifference despite commendable work in the field of business development in India.

The challenge was to change the media perception of IMC from an old irrelevant institution of pre-independence days to a business institution which is at the forefront of transformation of the Indian business landscape preparing it for world stage.

Media collaborations, innovative media-centric events, re-plotting all activities to add media value, positioning IMC leaders as champions of industry and many such initiatives had borne fruit within six months of Red PR undertaking the assignment. The proof of the pudding is that with Red PR, IMC was covered extensively on an average of 20 days of a month by the premium segment of media and IMC spokespersons were sought after by the media for their opinion on important business issues.

Bhavishya Alliance

Focus on child nutrition

Bhavishya Alliance is a unique convergence of UNICEF, Synergos (USA) and Hindustan Unilever Ltd. (with the Government and Development sector) with a sole aim of eradicating child malnutrition.

Even after 9 months of starting operations it severely lacked a communication infrastructure resulting in slow and often fragmented progress. The process was made even more difficult as disparate agencies were trying in vain to maintain the necessary level of communication amongst themselves and the intended audience. My team and I were roped in as a 3rd Party Communication Consultancy to set-up the complete organizational communication function. After due deliberation, a complete organizational policy along with an annual communications calendar was prepared for each segment of the public spectrum. Unique communication concepts were successfully deployed.

The result: within 2 months of Red PR undertaking the assignment the Alliance was buzzing with a cost-effective, real- time and dependable communication / information infrastructure.

Wheel - HUL

Wheel ka seal for Smart Shrimatis

Wheel, India’s biggest detergent brand with a Rs. 1,000 Crore turnover conceived a media property called ‘Wheel Smart Shrimati’ as a tribute to the unlimited resourcefulness of Indian housewives within limited resources. The TV show went to become the biggest success of Doordarshan in recent times.

The key challenge for PR was to reach out to an audience spread across the entire Hindi belt of India and keep them engaged with the weekly progress of the reality show. Effective media plotting coupled with a regional content plan for each and every media centre across the Hindi-belt states ensured that Wheel Smart Shrimati had a sustained media exposure across the geographies over the entire duration of the show.

We managed the PR for the show for two consecutive seasons.

RIN

Rin becomes a superstar

Rin, India’s number one detergent brand, in association with Star Plus launched a talent based reality show – Rin ‘Mera Star Super Star’. The challenge was to create a distinct appeal for the media property in the genre of talent hunts and drive TRPs for the show when all channels were engaged in a fierce battle for eyeballs.

We crafted a geography-specific PR campaign for different regions of India. A localized PR strategy coupled with regional amplification of contestants / episode-winners in their geographies paid off as the show went to become a hit with the intended audience. Moreover, we planned and fashioned an episode-wise content strategy to create buzz and excitement in the media and utilized all content possibilities to continuously feed the media to sustain the hype around the media property.

Kwality Walls - HUL

Mooing Glory Call in case of any clarity

When Kwality Wall’s wanted a big-bang launch for its latest ice-cream Moo, targeted exclusively for the children, It needed the PR not only to ensure media visibility but to strategize, plan the event, suggest and enlist appropriate influencers, celebrities and so forth to change perception from ice cream being unhealthy for children to making it a healthy option over unhealthy snacks.

This included an extensive media research to zoom down to the right celeb moms to launch the ice-cream in different metros, celeb management, enlisting doctors and nutritionists, event planning... and of course, media management. We enlisted celebrities like Malaika Arora Khan, Khushbu and Ramya (south markets) for the job. Moreover, we also managed to engage renowned nutritionists and dieticians as influencers in respective cities to endorse the health propositions of the ice-cream.

The result: The media went abuzz with the news of the launch of a healthy ice cream for the first time in the country. The ice cream positioned with high calcium content equivalent to a glass of milk. And the most notable point of the media coverage is that it received very high coverage in the high female readership/viewership media as was targeted.