The document summarizes an integrated public relations campaign to launch PizzaExpress, a UK-based casual dining brand, in India. The strategy involved generating curiosity and excitement about the launch through experiential activities for journalists, bloggers and influencers. This included behind-the-scenes access, celebrity interactions and contests on social media to shift focus from PizzaExpress' previous failed venture in India and position it as a collaboration between experienced operators. The campaign achieved its goals of setting the right context for the brand and generating a high level of media coverage and social media impressions among the target audience.

1. CASE STUDIES
BUILDING. INNOVATING.
‘Indian Consultancy of the Year 2013’ - The Holmes Report

2. Building a new category in India : Driving the health
and lifestyle proposition of Knorr Soup
Private & Confidential

3. Knorr
Background
• Unilever's German food and beverage brand Knorr is a known maker of soup mixes and condiments
• To penetrate the Indian market, it sought to proposition soup as a healthy snacking option
• Knorr had scheduled an ad campaign , and needed to supplement the message with a sustained PR initiative
Objective
• To make soup a favored Indian household food item
• Position soup as a healthy, ideal and tasty snack among Indian consumers
• To associate Knorr as the synonymous brand for soups
Challenges
• Traditional Indian eating habits that did not deal with 7 PM hunger with a snack that was both filling and nutritious
• Junk food: while parents had become increasingly aware of the dangers of junk food, it was considered the only option that had appeal for the snacking needs of Tier-1’s
younger generation
Strategy
The advisory created a media activity roadmap working in resonance with Knorr’s advertising schedule:
• Identifying opportunities to introduce and drive the proposition Consumer insights of soup as a daily meal component
Creating credibility • Creating credible voices to introduce soup into daily diet
Supplement ad campaign with media activation • Link brand advertising with other media initiatives to drive

4. Planning and Execution
Consumer Insights: Identifying target audiences
• After assessing the various consumer demographics, the advisory research team identified the target consumer – the educated
housewife (living in a metro, 25-40 age group) who seeks to provide the most nutritious food options that also appeals to her
family’s taste buds
Identifying a foot hold for soup in her meal schedule
• While traditional breakfast, lunch and dinner options are clearly defined, the advisory identified the 5 to 9
PM timeslot as a consumption opportunity, and proceeded to drive messaging for this time slot accordingly
On the basis of consumer insights. the advisory devised a PR approach to reposition soup as the essential 7 PM snack by:
• leveraging a strong opinion leader who emulates the brand values and can effectively deliver the key messages
• Highlight soup as a viable alternative to junk food
Creating credibility in the media
The advisory commissioned a Nielsen study studying urban healthcare issues and their connection with diet to:
• Highlight detrimental impact of junk food
• Highlight soups and vegetables as nutritious alternatives
• The coverage of the report featured
Nielsen spokesperson and Key Opinion
leaders quotes on diet and health
reinforcing key messages

5. Step 2: Campaign Launch – Addressing the need
In resonance with the ad campaign, the advisory undertook the following media
activities to build pre-launch buzz around direct brand messages
5
Execution and Results
Behind-the-scenes at the Knorr campaign with
Kajol
• Exclusive feature with an electronic channel to
capture making of the ad film with Kajol
• Kajol to speak about her association with the
brand,
• What she thinks about soup as a healthy
snacking option for her and her family
• The advisory shared an electronic media kit on
‘making of’ of the ad with other electronic
channels
Knorr’s new marketing avatars
• Interactions with media marketing
beat on Knorr’s new marketing
strategy
• Kajol as Knorr brand ambassador,
• nuances of the campaign
• core messages of tasty and healthy
snacking
Sustenance Campaign
The advisory facilitated sustenance in the media through By-line / Trend Articles
• KOL’s authored by-line articles promoting soup consumption as a healthy evening snack option
• Showcase soup as a healthy, tasty and easy-to-make snack that satisfies pre-dinner hunger pangs
• Leverage soup as a best way to consume vegetables, especially in case of children
• To reinforce soup as an integral part of one's daily dietary pattern
Results
• Ad value generated: Rs. 3,76,80,430: 40% attributed to product launch, byline articles and AC Nielsen research coverage
(60% = ad campaign)
• Knorr soup sales increased by 15% in the relevant time period after advisory was activated, demonstrating both market
dominance of the brand and impact of PR in the marketing mix
• Knorr regularly uses the PR plan created by the advisory as a template for future launches

6. Creating An Annual Property : as a key reference
point to identify trends for media
Private & Confidential

7. Saffolalife Study
Background
Saffola wanted to design a CSR campaign. The ideal day to propose this was the World Heart Day. In search of a campaign that would be
carried forward year over year, Saffola tried to conduct many activities (such as poster campaigns, pledges , etc) around the World Heart
Day but failed to reach a critical mass highlighting its connect with issues related to heart diseases.
What we did
The advisory understood the
situation of the clients and in one
of the review presentations
proactively suggested a CSR
campaign idea called the Saffolalife
Study.
The team worked with Saffola to
create an umbrella messaging of
the Saffolalife Study
The advisory got the marketing
team to work out the modalities
and create a study
The idea was to set up Heart-
Health Camps by Saffola to draw
inferences for the report
This report was then published by
the brand in Delhi and Mumbai,
and promoted through experts
who endorsed and analysed the
findings and implications of the
study to bring credibility and
authentication to the report
Personal meetings with the top 50
health experts (Cardiologists,
nutritionists, dieticians and Fitness
experts) to create dialogue on
healthy living, with customized
information kits referring to the
study)
Revamped Saffola healthy heart foundation digital presence
• Created various conversation points using quotes from our
influencer outreach to target the customers through social media –
most urban on the digital space today
• Linked all online profiles to the healthy heart foundation site , with
regular content (articles, videos, recipes, research reports etc on
social networks)
What was achieved
•Over 1,00,000 and growing active users and visitors to www.saffolalife.com visiting from various social networking sites, compared to
20,000 when we started out
•The Saffolalife study is in its fourth year of having been established as an annual property/ campaign by Saffola and is the key reference
point to identify trends in heart diseases
•References from the study are quoted by the media during International Women’s Day, World Health Day, World Tobacco Day, etc.
•Saffola has built equity as a heart expert within the consumer at risk

8. Year I (2007)
You Are At Risk
Saffolalife Study: Coverage Snapshot
Year II (2008)
Magnitude of Heart Ailment
Hindustan Times
Midday
Times Of India
Times of India
Tribune
The Hindu
Year III (2009)
Healthier Lifestyle
Year IV (2010)
50 city Survey of
Cardiac health trends:
Focus - Mumbai
Hindustan
Times
Times Life
Year V (2011)
DNA: Bangalore: City Focus,
Bangalore
Times of India
SAKAL DNA
Year V (2013)
Women and Child focus
The Hindu New Woman
Financial
Express

9. A Rural Outreach Program : Doubling
product sales by creating a social
campaign
Private & Confidential

10. THE SITUATION
The biggest hair problem faced by young girls is lice; 72% of girls in rural India suffer from lice problems. 1 out of 3 lice affected individuals
lives in UP, MP or Bihar. Mediker is a 40-year Heritage Brand that is synonymous with Anti-Lice Treatment. Mediker is the Category Leader;
yet, it has a penetration less than 5%, a big opportunity.
LICE CATEGORY CHALLENGES
EMBARRASSMENT: There is stigma, as
lice reflect poorly on Mom’s upkeep of
daughters. It is so embarrassing that one
cannot even talk about it. An un-spoken
problem remains un-resolved.
SOCIAL STIGMA: Girls suffer ridicule &
isolation, in addition to physical irritation.
Some Moms even instruct daughters to
keep away from lice-suffering kids.
BRAND CHALLENGES
SAFETY: The biggest barrier: Mediker
perceived as too strong: “if product
‘kills’ lice, is it safe for my daughter to
use?”
BRAND VALUE PROPOSITION: At Rs 5
for Trial Sachet, Brand is 5 times costlier
to normal shampoo; Moms hence
resort to the painful, inexpensive lice
comb.
Marico Nihar

11. Marico Nihar: Execution
WHAT WE DID
Shifted the lens from lice negative (painless lice removal) to life positive, by asking the question, “What happens when my daughter does not have lice?” The concept:
“Things come easily to smart kids, and they are not left scratching their heads.”
The Concept was arrived at a Mom–Kid–Lice Problem sweet spot:
Moms
• Desire daughters’ success; Mom enables success, and removes any disablers such as lice;
Kids
• Success today, unlike few years back, is not just equal to “good in studies”; kids want to be smart all-rounder, who use their unique skills – be
it dance, music, dramatics, etc;
Connec
t
• Lice cause physical irritation, leading to lack of concentration on studies/ other activities, becoming a barrier to succeed.
CELEBRATING SMARTNESS
•Mediker would celebrate smartness of kids, in the process humanising the Brand.
•The Hindi articulation of the Concept was “Pyaar se suljhaye, sar na khujlaye”.
•Rural audience led to a media challenge; hence, to celebrate smartness, an Eco-system was created around Radio to engineer
conversations at 3 levels.
•The integrated Campaign has 4 pillars: Radio, Mobile Phones + Toll Free Number, School Programme, PR

12. Marico Nihar: Planning
HEART OF THE CAMPAIGN
Mediker, in partnership with All India Radio and SHARP (School Health Annual Report Programme), a
renowned NGO, created the “Smart Kalakaar Ki Khoj Mission” for kids.
Kids could come live on All India Radio, as the RJ of a Show for 1 Week
• We tied up with 22 stations, creating a 15 minute Advertiser Funded Programme, airing 3 times a week on AIR.
• Kids could call a toll-free number & share how they found a smart solution to an everyday problem of theirs: Example: smartly buying a gift for
their sibling at the last minute
• The selected girl would become a kid RJ on this show for one week & be broadcast across all 3 states
• The programme aired – and continues to air every week – since February 2012
• CONVERSATIONS AND WORD OF MOUTH - The programme needed to create conversations around the unspoken, embarrassing problem of lice
removal. Word of Mouth would humanise the Brand, and bring it closer to Moms. It was critical to build and sustain the conversations all-year
round

13. MEASURABLE RESULTS
CREATING CONVERSATIONS
Brand received over 5 Lac calls in a year: an AIR
Record.
Average call duration on toll-free number was
64 seconds: a reflection of high engagement
levels.
Over 65 Rural Girls have gone live till date as
RJs. Programme crosses 175 episodes,
sustaining the conversations.
55% of mothers, who participated, spoke about
Mediker’s initiative & lice problem to friend
/relative. (Source: Independent Research)
BUSINESS: BUILDING TRIALS
Since campaign, Mediker Trial Sachet has
grown 68% in region vs targeted 25%.
(Source: Industry Standard Retail Audit)
80% of Moms who participated in the
campaign or spoke about it to someone
tried Mediker for the first time, building
trials. (Source: Independent Research)
BUILD EQUITY
Audience perception on Safety moved up
significantly as a ‘Brand safe to use’ from
33% to 78% (between overall State
average vs audience which listened to
Campaign).
Trust scores moved up from 36% to 77%.
Recommendation scores from 38% to
85%.
(Source: Independent Research)
Marico Nihar: Results

14. MEASURABLE RESULTS (Contd)
• 100% of the Coverage centred around Kid RJ, reinforcing that the PR Model has found resonance and inspiration with the Media
Celebration of the
Kid
• Over 80% of coverage included the Toll Free Number, inspiring more kids to participate. Calls have tended to increase in weeks immediately
after PR Events.
• Over 75% of the coverage prominently mentioned AIR Programming Inspiring slots, compelling more moms to listen.
Participation
• The PR Model has been repeatable: successfully executed in all 3 States – multiple number of times.
Repeatability
• The Model is scalable – Media’s interest in the Campaign has continued unabated, reflected in the consistent and repeated coverage across
markets.
• Presence of large, key publications have ensured reaching out to our right TG.
• Consistent coverage in all key markets including Patna, Muzaffarpur, Bhopal, Varanasi and is still an ongoing activity.
• Received PR Value of over Rs 1.39 Crores between Feb 2012 – March 2013
Scalability
Marico Nihar: Results

15. UJJAIN
441465 BHOPAL
The numeric under each city is the PR VALUE achieved
GWALIOR
463110
REWA
4819575
JABALPUR
463110
INDORE
311520
4258008
Buzz across Madhya Pradesh
More than 60 clips across key publications in Madhya Pradesh
SATNA
1737890
Total print media evaluation of more than Rs. 1. 30 cr
Marico Nihar: Results

16. Marico Nihar
Buzz across Bihar
The numeric under each city is the PR VALUE achieved
MUZAFFARPUR
1358400
Total print media evaluation of around Rs. 20 lacs
PATNA
505800
More than 22 clips across key publications in Uttar Pradesh

17. An Integrated campaign to create brand
evangelists : Re-launching one of the
world’s largest casual dining brands in
India
Private & Confidential

18. Pizza Express
The situation
•PizzaExpress, the famous casual dining brand from the UK, was slated to enter India for the second time. Its first restaurant located in Mumbai
was scheduled to open in the latter part of 2012.
•To break through the clutter and any preconceived notions, the launch needed to be both impactful and well designed in terms of brand
positioning. The task was not to launch a restaurant but to build a brand in the country
Challenges
•There are fixed pages slated for restaurant launches; seldom has restaurants get good media coverage until a celebrity is involved.
•PizzaExpress had opened earlier in India devoid of any favourable response – thus the advisory was tasked with avoiding any reference to that stint.
•The restaurant faced stiff competition from many existing pizza chains which advocated the tag line authentic Italian. Thus a campaign was required to
break the clutter
The Goal
Setting the context for
the brand in the country
Build excitement around
launch
Target 80% outreach in
desired media universe
Generate close to
500,000 impressions on
social media within the
relevant audience
Insights we worked with
A typical customer of PizzaExpress lives or works in South Mumbai, is affluent, well traveled, well read and open to new experiences. The PR team
studied launch campaigns of similarly positioned restaurants to create a campaign which was more effective. THE LAUNCH AND SUSTENANCE
CAMPAIGN OF 3 COMPETITORS WAS STUDIED IN DEPTH to understand what keeps them in the news, negative coverage, etc.

19. 19
Pizza Express: Strategy
Strategy
The tagline of PizzaExpress is ‘Pizza in Style’ and the campaign was centered around communicating the launch of the brand in India in a stylish and unique way. The
advisory suggested a 360-degree approach using multiple points, platforms and media to ensure a memorable launch targeted at writers, journalists, bloggers, and the potential
audience for the restaurant.
•GENERATE CURIOSITY – Building anticipation and excitement about the launch of the brand
•ENGAGE – Understanding consumer preferences, answering questions, setting the right context
• EXPERIENCE – Offering first hand experiences of PizzaExpress to journalists, bloggers, celebrities and other influencers to generate
positive word of mouth
•The Advisory strategically shifted the focus from the brand ‘re-entering’ India to avoid questions about the previous failed venture
•It instead focused on highlighting the JV between Gondola Group and Gourmet Investments, a commendable combination of expertise that
has brought PizzaExpress into India

20. 20
Pizza Express: Execution and Results
•Social media was activated on certain stages where possible in order to keep the conversations going. For
instance: Live tweeting was encouraged through the use of hashtags as depicted above. Additionally, a re-tweet
and win contest was also activated wherein the person who tweeted the given image the maximum
number of times won an exclusive voucher to dine at PizzaExpress.
•Further, prior to the launch it was advised that Mr.Neil Wickers, MD of PizzaExpress and Mr.Ramit Mittal,
Director of Gourmet Investments should interact with the business media to create visibility for
PizzaExpress in the corporate space; Communicate the positioning of the brand as a casual dining
restaurant serving authentic Italian pizzas
•Post the buzz created and launch of PizzaExpress, invitations were extended to prominent bloggers and
writers to review the restaurant. An outlined procedure was devised to handle negative and planned
reviews on websites and social media platforms.
Over INR 50,00,000 worth coverage in ad value
for the entire launch campaign
Over 3,000 Facebook fans and 380,000 twitter
accounts were reached within a month of the
launch
PizzaExpress tweets appeared in over 500,000
timelines
The space for restaurant launches in India is
limited to 10-20 coverage clips across different
media. The PizzaExpress launch garnered close
to 50 clips due to the interesting variety of
activities in the launch campaign
The day of the launch and the following
weekend witnessed over 700 covers at
PizzaExpress which is hugely successful for any
restaurant in Mumbai (without any advertising
support)
The brand entrenched in the Mumbai restaurant market as a premium pizza dining place;
Strong association with ‘Authentic’, the most prominent keyword for the brand.
Within a few days of its launch, Pizza Express was the most talked about restaurant in town, and known to be a stylish place to be seen at

21. Creating a National CSR program by working
with partners
Scaling Coca Cola Support My School campaign
from a ‘CSR good-to-do’ to a ‘must-do’ national
agenda
Private & Confidential

22. Background
• Furthering Coke’s corporate agenda in tandem with its brand proposition of promoting an “active and healthy lifestyle,” we had to devise a campaign that would help
showcase the company’s significant contribution to the society and people of the country.
• In India, where primary education is a priority but where one in two children dropout of school in 8th grade due to poor financial support systems and substandard
school infrastructure, a program that addresses these conditions seemed useful.
• Hence was born the Coke SMS campaign, that brought together large corporate, NGOs, media, and other stakeholders to participate to address key issues of lack of
sanitation and drinking water.
• The culmination of this was to be the main fundraising activity for the season – the Support My School Telethon in association with NDTV, India’s largest news channel,
to raise funds and target business houses, engaging the campaign ambassador, world’s Best Batsman Sachin Tendulkar.
• In 2011 Coke Raised USD 1.25 mn and assisted 100 schools and approximately 60,000 children
• At these schools, improvements included: Access to Water, Rain Water Harvesting, Separate Toilets for Boys & Girls, Tree Plantation & Horticulture, Promoting Active
Sports, and Installation of Libraries and Teacher Training programmes.
insights from an independent research:
Since the first phase of the SMS
initiative worked with schools in
small clusters, there were no
completed schools to showcase in
other regions such as Punjab, West
Bengal, Karnataka, etc.
With many schools still in the work-in-
progress stage, there was little
impact data to create success
stories
Therefore, the campaign could
not be scaled to a national
level
This was Season 2 of the Coke Support
My School campaign. The program
needed to be raised to the next level.
There was an additional target of
revamping 250 schools. Clearly there
was a need for more corporate as well
as community level participation, apart
from the engagement of international
players
Coca Cola Support My School

23. Goal & Campaign
Bring in more partners to the
program
Attract funding/ Adoption of
schools
Create goodwill in the local
communities to ensure support
for completed schools
Build salience for the campaign
among influencers in local and
national government
THE BIG IDEA: THE CAMPAIGN
From being a ‘CSR-good-to-do’ for corporate, the campaign had to be made a ‘must-do’ national agenda. Therefore, the advisory had to
explore communication efforts that made the Coke Support My School a national agenda.
PLANNING:
•The campaign had to get the people to see the value of the program and the importance of basic infrastructure in schools. Only
then could local appreciation could have convert into a national effort
•A ground-up approach to target local communities, partners and influencers in a phased manner
Community level: Highlight catalysts of change and beneficiaries at the local level to showcase impact of the campaign in
reducing drop-out rate and increasing admissions; leverage media around school visits by celebrities and dignitaries; Media
FAM visits to schools
National level: Stories around the campaign in national media targeting Partners, Influencers, Ambassadors to associate with
SMS

24. • Showcasing the completed schools to local/ regional media to build awareness and credibility for the project. Further, the media was
encouraged to interact with the principal and students for a first hand reportage of the impact on their lives and the softer stories of
community involvement.
• Over the course of the last year, PR plans have been executed over 25 school dedications and visits across 8 states, which translated into
engagement with key media from top publications and electronic channels in each region
• School visits by dignitaries and celebrities from diverse fields including cinema, sports and politics not only brought additional media
attention but also generated excitement in the communities
School
Dedications/
Visits
• Follow-up stories on the implementation of the program and utilization of funds showcased the relevance and impact of the project.
Campaign ambassador Sachin Tendulkar was leveraged to mark the national celebration of completion of 100 schools in phase 1. National
and regional media were activated to cover this high decibel event in Mumbai.
Building National
Relevance
• 12-hour live television event to raise funds for the second leg of the initiative saw participation from eminent celebrities and garnered
support from corporate houses, NGOs, students and individuals. Multi-pronged media activations were executed through the day
corresponding with the line-up of celebrities and activities on the show. National and regional media across multiple locations covered the
on-ground leg of the telethon as well as the celebrity support in the television studios.
• Media activated through the day across 17 media centers where simultaneous activities took place as part of the SMS telethon, such as
celebrity visits, competitions for school children, etc.
• 21 customized press releases with region-specific content in relevant languages for each region were shared with media, including pre and
post event releases
Milestone event -
Support My
School Telethon
Execution
Execution
The different segments to the communication approach were often simultaneously
activated, encompassing the below activities

25. Results
Campaign outcomes/ monitoring an evaluation
The Telethon successfully raised over USD 2.6 million – the single largest amount raised during a
live telethon anywhere in the country. The funds raised would support the revitalization of 272
schools in the second leg of the campaign, surpassing the target of 250 schools
Total earned media achieved for Coca-Cola Support
My School was over USD 7.4 million
Coverage spread across 20 regions and 110
publications including Mainlines, Financials and
Regional publications
Partnerships
• There have also been a surge in enquiries from corporate houses wanting to partner with the campaign, including a strong partnership with
Bharti Walmart (the JV between India’s leading business group Bharti Enterprises and Walmart) to garner support through their network of 210
stores
•Many more partners have come on board from different fields including student body AIESEC whose volunteers will work on ground and
through social media to reach out to spread the message. Youth ambassadors from India’s top universities in the field of IT, communications
and management, have also extended their support.
• The campaign has roped in 13 NGOs till now, including World Vision and Plan India, that work towards improving the lives of India’s
underprivileged children, which have come in as Implementing Partners for Season 2
• In addition to the continued support from campaign ambassador Sachin Tendulkar, the campaign has received support from icons amongst
Bollywood stars such as Anil Kapoor, Dia Mirza, Kajol; other cricketers such as Saba Karim; Robert Swan (environmental leader and polar
explorer), and many others
Influence
The campaign has succeeded in several regions to initiate local change. Jhundpur School, located in a town in North India where 41
children, taught in 3 classrooms, without a library in the school, had a pass percentage of 100. Revitalized under the campaign, the school
went on to receive recognition for ‘Best Middle School’ in the District

26. Private & Confidential
Creating and amplifying digital buzz around a
celebrity brand ambassador to create word of
mouth

27. Parachute Advanced
Background
A TVC featuring Parachute Advansed brand ambassador Deepika Padukone was to be
released by Parachute.
Objective
The advisory was brought on board to:
•Build excitement for the launch of the vide
•Engage with a target audience of young, urban women looking for effective hair care
solutions
Approach
Keeping in mind the young, urban, upwardly mobile demographic
•YouTube dissemination of an abridged version of the ad (not featuring the product) as a
“mystery video”
•Content dissemination through target media (blogs, entertainment portals)
•The official press release was linked back to the Youtube Video contributing to the total
no. of video views
•Twitter and Facebook conversations sparked off through pseudo-profiles, re-posting the
video and interacting with Deepika Padukone’s Twitter profile
•Extensive Search Engine Optimisation undertaken for keywords ‘Parachute Advansed’ on
‘World’s Best hair’

28. Parachute Advanced: Execution and Results
Views: 1,075,461 and still counting
Execution
•Edited Video was uploaded on Youtube to
create more excitement before the actual TVC
•Shared the video amongst the relevant
audience across Facebook, Twitter, Youtube
and other sites to achieve multiplier effect
•Relevant Youtube tags and titles were used
with keywords to achieve top desired search
results. Eg. Deepika Padukone and Bollywood
•Keywords tagged were mostly targeted for
Indian viewers which resulted in maximum
hits from India
Results
Video received more than 2000 views in a day
after it was uploaded

29. Social Media Response
Online Media Coverage
Parachute Advanced: Media Response and Coverage

30. Thank You
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