A PR pitch that was presented by Team PRhq, after 15 months of delivering results to a client. Lot of learnings and experience in building primary visibility for a mid sized FMCG brand.

1. Working on Building Brand
CHOLAYIL + MEDIMIX

2.  The last year - 2016 was about building the image and visibility for Corporate
Brand Cholayil + Primary Medimix brand + Top leadership across media !
 Commendable success was indeed achieved in this front – visibility
consistently built across media for the corporate, management (MD +
marketing) and primary product.
 The focus for PR strategy and execution for 2017 is to build on this initial
success, and have more thrust and vigor across the product portfolio across
the domestic and overseas media.
 Intent is to measure the results q-over-q and review/correct it.

3.  Overall corporate and brand coverage, sustained across key mainstream and
vernacular media in target markets.
 Worthy of mention
 Start off with the “Following the herbal trail” brand feature in Business Standard
(national)
 Milestone interview of MD with newswire agency (tag – Cholayil eyes 200 Cr
revenue, expands in key markets), carried across almost all mainline and vernacular
media, including ET, The Hindu, etc, online, and key North and West Indian media.
 Kaizen award win by Haridwar Cholayil plant – strong regional vernacular coverage.
 Pune schools sampling of Medimix IHW – spectacular Pune/Maharasthra coverage
across Marathi media.
 Logo unveiling of Cuticura Face of Kerala contest – in key Malayalam/English
regional media.

4.  DNA brand story – “We want Medimix to be seen as a natural brand”
 Srilanka Launch of Medimix
 International Yog Diwas – Sampling – coverage across Delhi vernacular media.
 “Cholayil to extend Medimix brand to other skincare products” – Wire agency story carried
across most mainline media.
 Brand sponsorship of Batu caves temple anniversary – broad spectrum of international
coverage in target markets.
 Pre budget views of MD – In The Hindu Business Line, through wire in a cross section of
mainline media.
 Sadayush Anna Nagar inauguration – covered in regional media
 Sadayush featured coverage in Indian Express, Tamil Hindu.
To sum it up, its been a year of consistent image building for Cholayil with 200+ bit coverage –
across a cross section of the media in India/overseas.

7. This year (2017 – 18) the intent of PRhq in working with Cholayil
team is to plan, execute and achieve more measurable results in media
coverage across platforms.
This will be across every single product in the Cholayil basket
So more stories in specific and agreed to target markets – both domestic and
overseas for..
 Medimix Soap
 Medimix Face Wash
 Medimix IHW
 Medimix Gel Moisturizer
 Cuticura and KT range..

8.  Build on the solid client understanding gained over a year of working with
the brand
 The best way to leverage the media connect built wrt Cholayil over the past
year is to sustain, course correct if need, and move on
 Cholayil specific Indian and International media connect – built and proven
in the coverage in mainlines/financials/vernacular + overseas media
 Our team understanding until date – will ensure a more crystallized and
targeted media approach for 2017
 Ensure more incremental and significant coverage across products across
media.

9. Continued proactive media pitches – can get much
better with more aggressive and more proactive inputs.
Sustenance in RFIs from existing media connect (FMCG
and sector specific) swiftly and accurately.
Continued reputation management –
corporate/product/personality.
We re-iterate, media connect and design of
communication is our core competence.

10. PR Plan
Month >
Activity
April May June July August September
Press Releases Trend Press Release
- Showcase any new
health benefits of
any product like
IHW or facewash in
select media/blogs
Announcement of
new categories in
Print and Electronic
Media
One on One ..to be plugged in
for all media
With any business
daily - top notch -
journo covering the
FMCG beat
In Brand Equity and
FE Online
Industry Stories Expect impact of
post budget kickoff
on the industry
stories in Biz and
trade media - Plug
in Cholayil
Media/Blogger visit
to Cholayil
projects/facility to
showcase unique
aspects
Feature A Brand Feature on
Medimix, its
commendable track
record
in any
business/trade
media – twice or
thrice in the HY
period

11. Op Ed Plan an
Oped by the
CEO in any
Trade
magazine of
contempora
ry issues
2 Opeds in
any feature
supplememt
in the H1
period
in leading
publications.
Quotes on
Industry
stories
A regular
feature on
any story in
the target
media - that
covers the
industry and
target
audience
Make
Medimix top
management
the go to
point for
expert views
on any story
In global
portals and
West Asia

12. Personal Care.. Brands that Care ..and
Handcrafted with CARE..
in synergy with…
Managing Reputation
Story Telling
Media Management et al

13. We cherish the experience and media network built from
working with CHOLAYIL… takes immense time to do that!
Its time for us to catalyse and up the bar this year.

14. The media are consumers too – for good + timely stories.
Sometimes, we feel that the response for queries is not
coming in on time, owing to some constraints – this leads to
lost stories, some of which could have a great mileage.
PRhq thinks this can be overcome by working more closely
and swiftly. Responding to media must be utmost priority

15. In 2017, we would urge and work on the following, in synergy
with Team Cholayil
 Corporate coverage
 Product wise coverage – domestic
 Product wise coverage – overseas
 Regional coverage for Sadayush, KT and CUTICURA
Such will ensure better accountability and course correction
time and again