“Leadership comes through Communication”•“The fall of advertising & the rise of PR”by Al Ries & Laura Ries* A classic written by internationally renowned marketinggurus which talks about how some of the biggest brands likeeBay & others have build their identity using less ofadvertising and more of PR in the recent past…or for thatmatter, how cost effective and credible PR is in comparisonto other market communication tools!
"It is not enough that one has clearness of vision, andreliance on sincerity, one must also have the art ofexpression, or he will remain obscure”Guiding Principles Mission & Vision• Dedication• Ownership• Proactive• Ethical• Straight-talks• Excel yourself• Positive• Innovation• Realistic• FuturisticTo pursue our businessinterest and reach to the topwhile working as acustodian of our client‟sinterests and ensuring theirsuccess through aneffective, innovative and faircommunication…
Who we are…• One of the fastest growing PR agencies in India• Known name in public relation domain with esteemedclientele• Key expertise on Education, Financial and healthcare PR• Extensive work experience in Hospitality, Lifestyle,Telecom, IT & FMCG sector• Strong presence in tier-I, tier II cities across India• Impeccable B2B and B2C skills• Amongst few firms offering 360 ° communication solutions• Industry leader in On-line PR with expertise SMM• Proven track record in building categories and brands• Strong issue management and crisis communication skills
Our network is our net-worth …For us network does not mean merely opening an office or hiring local staff,it mean our strong relationship with media across the length and width of thecountry and capability to leverage the same in the best interest of ourclients…
Headquartered in New Delhi, Teamwork Communications has direct presence in Bangalore,Chennai, Mumbai, Kolkata, Lucknow, Bhopal, Chandigarh and Jaipur with network affiliateoffices mapping the entire length and the breadth of the country – providing effective PRcoverage pan-India (across 35 tier I,II & III cities)• Ahmadabad• Ajmer• Allahabad• Ambala• Amritsar• Aurangabad• Bhubaneshwar• Cochin• Coimbatore• Dehradoon• Gwalior• Gorakhpur• Hyderabad• Indore• Jabalpur• Jammu• Jalandhar• Jamshedpur• Jhansi• Jodhpur•Kanpur• Ludhiana• Mysore• Nagpur• Nasik• Patna• Pondicherry• Pune• Raipur• Ranchi• Surat• Trivandrum• Udaipur• Vadodra• Varanasi• Vijayawada• Vizag• MaduraiWhere all are we present…
Core team...Kamal NarayanManaging DirectorNikky GuptaDirector –Media OperationsSanjay K DasPrincipal ConsultantSantosh K JoySenior ConsultantWasfia JalaliDirector EditorialRitu BhatiaChief ConsultantHealthcare
Kamal NarayanManaging DirectorKamal earned his bachelor degree in Arts from University of Allahabadin 2001. He also has a Post Graduate Diploma in MassCommunication from Jagran Institute of Mass Communications,Kanpur besides a Certificate in creative writing from Symbiosis, Pune.Immediately after earning his bachelors degree, he joined ThePioneer, one of the oldest English dailies in India.Having written on issues like health and education for one year, hejoined Hindustan Times as education reporter for its Kanpur Edition.After a brief stint with HT, Kamal moved to the United News of India,one of the leading newswire agencies in India as senior correspondentin New Delhi. He also worked with The Press Trust of India, thepremier news agency of India, as Sr. Correspondent and Chief Sub-Editor for nearly three years.Before stepping into the shoes of entrepreneur, Kamal was Sr. Editorwith Financial Chronicle, the leading business daily from the DeccanChronicle Group. Kamal spent six years with leading media housesbefore founding Teamwork Communications. He has spearheadedmany accounts of prominence at Teamwork. Some names of reputeinclude Allergan India, Medtronics, Zimmers, IOLCP, MedantaMedicity, Apollo Indraprastha, Confederation of Real EstateDevelopers„ Association of India, Jaipuria Institute of Managementand Fujifilm to name a few.Kamal takes a keen interest in reading books, writing articles,watching films and television. He is also an avid traveler.
Sanjay K DasPrincipal ConsultantSanjay Das, a multi–skilled media professional with 20 year plus in the industryhas worked across all media domains. He began his career with print andworked for Sunday Mail & Free Press Journal group and its news magazineOnlooker, where he gave 7 years. Thereafter, for the next 7 years he moved totelevision & was the head of BAG Films editorial. He also worked withIndependent Television Company of Sanjay Dalmia and handled north India forT-Series, with both editorial/creative & business/marketing responsibilities.He later worked with Star Image Makers & Ace Brandwidth Communications inImage management, brand strategy & development of corporatecommunication structures. He has also produced, written & directed over 500hours of ad-films, corporate AVs, documentaries, news-features, magazineformat programs & current affairs series for various channels includingDoordarshan, Zee News, DD Metro & central governmentministries/departments. He is not only a principal consultant, but the chiefmentor of Teamwork team.. Santosh K JoySenior ConsultantAfter remaining at the helm of journalism for over 7 years, Santosh K Joy nowleads research team at The Constitution Club of India, the exclusive forum ofIndian parliamentarian, providing crucial research support to our lawmakers.Santosh, as senior consultant for Teamwork Communication Solutions, bringsdeep insight of Indian media functioning and provides crucial strategicguidance to the team. A Political Science graduate, Santosh‟s interest inpolitics and governance took him to journalism where he had an opportunity tocover India‟s two main political parties – Congress & BJP. Starting his career assenior correspondent with DD News, he also served as PrincipalCorrespondent for The Press Trust of India and Sr. Staff Writer for Mintnewspaper.
Ritu is a specialist health writer with a background in microbiologyand health communications. Apart from writing features for nationaldailies and magazines, she has undertaken documentation activitiesfor international development and UN agencies as well as NGOs.Ritu has participated in various international health and populationmeetings that include the ICPD, Cairo as well as the Hague Forumas a writer on health and population issues.She was the Delhi editorial representative for Femina magazine andthe Health editor of Mail Today, a daily paper brought out by theIndia Today group. Presently, Ritu has a fortnightly health columnwith the India Today group and works as a consultant writer andeditor..Ritu BhatiaHealth & Communication Consultant
Nikky GuptaDirector – Media OperationsA science graduate from Kanpur University, Nikky has over six years’experience in Public Relation. She holds a PG Diploma in Advertisementand Public Relations and have worked for clients like Allergan India,Panasonic, Transcend, Fujifilm among several others. She made a goodstride in the industry with her exemplary performance and initiatives. Nikky isthe founder director of Teamwork Communication and lead the media teamfrom the front.Wasfia JalaliDirector, EditorialA former journalist, Wasfia spent nearly six years in the media duringwhich she worked on a wide variety of subjects including internationalaffairs, education, health and culture.She worked briefly with The Hindu newspaper’s feature edition and wasassociated with the Press Trust of India news agency for over fiveyears. Wasfia is heading the specialized team of content writers inTeamwork and is also part of core strategic team.
“For many, year 2011 may be just one more year that passed, however for me itwas a memorable year in many ways from launching of the exclusive JuvedermXC to brand becoming a 10 crore brand. I think you guys have done a wonderfuljob in getting a huge amount of space in media for the brand and have helpedme creating certain level of brand awareness. I must make a special mention onthe coverage generated for Juvederm XC during its launch. I would like to thankyou for all the support and would like to place on record my appreciation for allthe hard work and support.”Madhusudhan HKBrand ManagerAllergan India“We are delighted with the approachability, assertiveness and attitude ofTeamwork over the past 18 months in helping Aspire with its PR outreach.Thank you for the same and wish you good luck for the future.”Amit BhatiaFounder & CEOAspire Human Capital ManagementWhat do our clients say..
“The media coverage Teamwork Communications generated was nothing shortof outstanding. Teamwork understands education industry and our business.Their expert counsel, superior execution and objective-driven activities have setus apart from the competition and positioned us as the industry leader. Theirability to generate eminence, visibility and buzz for FIITJEE among targetaudiences has been worth its weight in gold.”C V Kalyan KumarDirector“Thanks to the Teamwork we had successful Platinum Jubilee Ceremony.Teamwork was able to set up and manage our PR that drove the results our bankwas looking for such a landmark occasion.”Ashok ShankerGeneral Manager – North India“Teamwork provided resourceful, sensible, consistent and effective PR for ourvarious events like Andha Yug, Bhartendu Natya Utsav etc. and made us feellike family in the process coupled with simply great results. I highly recommendthis agency.”Shekhar VaishnaviSecretarySahitya Kala ParishadGovernment of DelhiWhat do our clients say..
TEAMWORK CASE STUDIESA. Issue ManagementAllerganB. Corporate PR/Product promotionFujifilmC. New Product LaunchBuck‟sD. Cultural PRAndha Yug
TEAMWORK CASE STUDIESA. Issue ManagementAllergan
Issue ManagementClient BusinessAllergan Inc., with headquarters in Irvine, California, is aglobal corporation devoted to continuous innovation inSpecialty pharmaceuticals. Our Research based Productrange includes Eye care, Neuromuscular, skin care andother specialty therapeutic areas.Based in Bangalore, Allergan India Private Ltd. beganoperations in 1996 and within three years established itselfas a Leader in ophthalmology. A joint venture of AllerganInc. and Nicholas Piramal (I) Ltd. the company has a nation-wide distribution channel supplying EyecarePharmaceutical, Surgical and Optical products. While thepharmaceutical products are manufactured in a State-of-the-art facility in India, other products are imported fromoverseas Plants. Our focus is to deliver international qualityproducts and technology at affordable "Indian" prices.Communication objectiveWhile the company had a defined market share andcustomer base in India but it was highly undersized inimmensely potential country.Allergan medical aesthetic products such as Botox and thenrecently launched dermal fillers Juvederm were not able toattract enough customer as Indians were not very opentowards getting cosmetic corrections mainly because ofapprehension towards side-effects. To tap the real potentialof the market, its was critical to change the perception of thepeople.To communicate and convince the target audience thatlooking beautiful is everyone‟s right and non-surgicalcosmetic products like Botox and dermal fillers can enhancetheir beauty easily and safely.Key challengesThe company‟s flagship brand Botox was frequently hoggingthe headlines for all wrong reasons.The negative stories tickling in about the product wereoutcome of rampant misconception among people who wereconsidering Botox synonymous to any face related cosmetictreatments.Side-effects caused by spurious Chinese/Korean botuliniumtoxin and those caused due to faulty administration byuntrained doctors were also being attributed to Brand BotoxActivityHammer out a targeted communication strategy to establishthe benefits and safety aspects of Allergan productsCreating a new category of Beauty fillers in India forAllergan‟s dermal filler product Juvederm, a hyaluronic acidbased gel, with immense beauty indications.Informing consumers about therapeutic usage of Botox andeffectiveness in curing serious neurological problems likemigraine, dystonia, cerebral palsy and movement disordersChanging negative perception about cosmetic treatments
Strategy & Key messages Actual implementation Positioning Botox® as highly effective andsafe beauty procedure Differentiating US-FDA approved Botox® ,a brand owned by Allergan Inc., from anygeneric botulinum toxin type A. Educating consumers about the importanceof consulting trained and experienced doctorsfor safe Botox® administration Highlighting various therapeutic usage ofBotox® and its effectiveness in making thelife of those suffering from variousneurological/developmental disorders Sensitizing people aspiring to become morebeautiful and look younger for preferringguaranteed and scientific procedures likeBotox® . Making real medical practitioners, thoughtleaders to talk about benefits of Botox® andneed of being particular while selectingdoctors for the same. For Juvederm, creating a new market forbeauty-fillers that are made of naturallyoccuring sugar molecules Highlighting various beauty advantages ofdermal fillers that not only natural but highlysafe, and long lasting. The agency rolled-out pan-India mediainitiatives especially in all metros (4+2). One-on-one relationship building meetingsby core account team with all healthcareeditors/writers. An average of 5 stories in a month wereinitiated in media about Botox® & Juvederm Multi-format campaign that included SEC- AA+ newspapers, magazines, TV channelsand on-line portals A group of important doctors (KOLs) formedto describe benefits and safety aspect ofBotox®, Juvederm An average of 25-30 media coverage wereinsured in leading publications like Times ofIndia, Hindustan Times, India Today,Outlook, Cosmopolitan, Vogue, The Hindu,Mid Day, Deccan Chronicle, HeadlinesToday, NDTV among several others Media Education conclave were held withparticipation from all top publications Agency ensured that Botox® is not wronglyassociated with any type of side-effectscaused by other unsafe proceduresIssue Management
TEAMWORK CASE STUDIESB. Corporate PR/Product promotionFujifilm
Client BusinessFUJIFILM INDIA PRIVATE LIMITED was established asa wholly owned subsidiary of FUJIFILM HoldingsCorporation, Tokyo in India on 4th.Feb.2008. A leader in abroad spectrum of imaging industries, operated in Indiathrough its branch office and Indian dealers.World over, FUJIFILM is the pioneer in imagingtechnology with 75 years of experience. With alladvanced technologies, the company provides solutionsin Digital camera, Photo imaging, medical products,graphic arts, life science systems, motion picture films,recording media and industrial products.FUJIFILM has always paid particular attention to therapidly-growing Indian economy. As a firm believer insophistication, the company continues to work hard toprovide the Indian consumer the best products andservices.Communication objectiveThen entered recently in Indian market, with 100%subsidiary, the company required major push for itsmarketing drive through wide-spread product placementsand corporate visibility.Communicate to TG about technological advancement ofFujifilm product which as been pioneer in bringing cutting-edge technologies like HD, 3D etc.Positioning Fujifilm as best in class and best value formoneyKey challengesThe digital camera market in India was cluttered with numerousestablished and new-comer brandsCompanies like Canon, Nikon had built a formidable brandimage spending huge money in advertisementCompany did not have much advertisement budget and PRwas to solely drive its marketingActivityPan-India media visibility for products including in tier 2-3 citiesSpecific focus on Corporate imageEnsuring favorable reviews of products in technology gadgetpublicationsTeamwork decided to position digital cameras as lifestyleproduct targeting lifestyle publication to reach out consumerseffectivelyCorporate PR/Product promotion
Strategy & Key messages Actual implementationCorporate PR/Product promotion Positioning Fujifilm as a lifestyle productalong with the trust of Japanese Technology. Differentiating Fuji‟s Digital Cameras fromother cameras available in the market. Getting the positive reviews on mostfollowed gadgets programs or sections inElectronic Channels, News papers andMagazines. Launch News of products in all leadingnews papers, electronic channels andTechnology & Business Magazines. Business Stories on future strategies,profiling of the key management, growthstories in all business news papers andmagazines. Educative stories on various productsavailable in the market. Position it as a lifestyle product and gettingCoverages in city related leading newspapers. Managing the Facebook and Twitter pagesand time to time generation of suitablecontent for Fujifilms Website. The agency generated overwhelming responsefrom media across India for Fujifilm. Successfully able to transform the image ofFujifilm‟s Cameras as Lifestyle products. Frequently getting positive reviews for all newand existing products of Fujifilm. One-on-one relationship building meetings bycore account team with all Technologyeditors/writers. Ensuring big space for all Fujifilm Coveragesand ensuring pictures are also appearing alongwith the coverage. Multi-format campaign that included SEC- A,A+ newspapers, technology and Businessmagazines, TV channels and on-line portals Ensuring atleast 5 coverage daily for Fujifilm inleading publications like Times of India,Hindustan Times, India Today, Outlook, BusinessWorld, The Hindu, Mid Day, Deccan Chronicle,NDTV, NewsX, CNN IBN among several otherstechnology magazines like Gadgets and Gizmos,Chip, Better Photography Etc across India. Organizing press conference/launch Events atthe time of Launch of New Cameras.