Fulcrum PR provides perception and reputation management services through strategic communication. It has helped enhance brands like BlackBerry, Apollo Tyres, and Artemis Healthcare by shifting perceptions through media coverage and other strategies. Fulcrum PR's services include media research, analysis, messaging, executive training, and evaluating communication effectiveness.

1. P ERCEPTION & R EPUTATION M ANAGEMENT CASE STUDIES Communicating for Results

2. About FULCRUM PR Our EDGE FULCRUM is the PR (Perception & Reputation) service arm of DIGIQOM SOLUTIONS. DIGIQOM SOLUTIONS is India first brand 2. Ω communications Consultancy; head quartered in New Delhi with network partners in India across Europe, Middle East, USA and West Africa. Serving leading global brands such as BlackBerry, Apollo Tyres, NIIT, Vodafone, Coca Cola, Reliance, Artemis Healthcare. Industry associations such as TIE, Indian Angel Network, Indian Venture Capitalist Association, amongst many others. We RESEARCH your target audience We ANALYSE the media We TRACK your perception in the media We CRAFT your message We TRAIN Executives to interact with media We MARK your communication TOUCH POINTS We use a PRECISION GUIDED APPROACH to disseminate information We COMMUNICATE to your target We EVALUATE for effectiveness each time

3. Enhancing BLACKBERRY’S BRAND APPEAL in Enterprise and Lifestyle segments Situation Low sales Sole service carrier – Airtel Perception – CEO’s Device Creativity & Solution Consumer experience led –PR Shift from enterprise to LIFESTYLE DEVICE Demystified complex technology into lifestyle “ Must Have” Results High sales within a month of the start of PR campaign WITHOUT any Advertising support Brand BlackBerry gets media coverage equivalent of more than USD 25 Million in one calendar year And More than USD 50 Million in terms of TV airtime CASE STUDIES

4. Situation Under communicated brand One of India’s fastest growing companies globally Objective to achieve the leadership positioning Solution Shift focus away from the auto industry into the larger sphere of corporate governance! Tennis Mission 2018 Event led communication Managed media on key lobbying issues Advised industry association- ATMA on managing the negative impact of tyre price hike Strategic relationship management with government regulators Positioned CSR at the FICCI SEDF CSR Award jury. Results Positioning achieved Driving India to the World – Apollo Tyres Highest Brand voice in the market consistently Apollo tyres received the highest share in Brand Voice in the market CASE STUDIES 360-Degree Brand Management for APOLLO TYRES, India’s largest tyre brand

5. Situation Clovis Solutions, a Silicon Valley based, open source telecom software firm, needed to launch its open source platform, OPEN CLOVIS, in Chicago, USA Creativity & Solution FULCRUM PR activated the trade & technology media in the USA. Effective story pitches and in-depth research led to OPEN CLOVIS getting extensive coverage in the crowded GlobalComm event- on day of launch. Results The announcement has got excellent coverage with 2 firsts for OpenClovis. 1. OpenClovis – was covered on the home page of Red Herring – a first for a non-financial press release without any numbers mentioned in the body copy v 2. OpenClovis- was Pick of the Week on CIOL.com - India’s premier developer portal- part of the DataQuest Group Special mention- Deccan Herald - the most read mainline newspaper among the target group in Bangalore covered the announcement prominently CASE STUDIES Launch PR for OPEN CLOVIS in USA, Out of India

6. Situation Artemis Healthcare , a world class medical research institute in Gurgaon, India, needed to recruit doctors from the UK and USA. The need for Global doctors was to address the booming medical tourism industry in India Creativity & Solution We carefully reconstructed the message and took it to the appropriate medium, such as websites and journals that doctors subscribe to e.g. UK medical council, Journal of American Medicine. Innovative e-advertising and messaging campaign created Besides ‘e – advertizing’, DIGIQOM created voice mail Ads that doctors would receive directly on their voice message boxes. Results Increased number of queries within 2 weeks of the campaign. Successful hires CASE STUDIES Creating Global footprint for recruitment at ARTEMIS HEALTHCARE in India

7. Situation The Ministry of Culture wanted to showcase Indian cultural heritage to India’s youth via events organized by IGNCA (Indira Gandhi National Center for Art) IGNCA wanted to “RE- POSITION” itself from being a government repository of Art & Culture to a PROMOTER OF INDIAN ART & CULTURE IGNCA conceived ‘ Aqeedat ke Rang’ to create awareness on the various elements of the Hind – Islamic culture. Creativity & Solution YOUTH CONNECT! Target audience of the event- age of 18 -35. Keeping in mind the target audience, Communities on Orkut, Facebook and social networking sites Blogs were created Email campaigns “ Experience the Romance of the Islam that is Adapted by India mixed with her own unique Culture.” Results Unique Positioning for the event Over 2000 attendees each day Extensive media buzz Recognition for the creative collaterals by DIGIQOM CASE STUDIES Connecting to youth via social media for IGNCA

8. CASE STUDIES

9. Situation Indian Angel Network (IAN) is India’s first national network for Angel investors. IAN wanted to keep the tempo going as the hub of innovation and entrepreneurship even in a downturn. Solution Advocacy –led PR Supporting Innovation led PR via The Economic Times – Power of Ideas Campaign Content- driven strategy Regional focus Results Over 11,000 business plans submitted with 3 week campaign period, IAN has closed 2X deals in the first 3 months, compared to last 1 year. Advocating Entrepreneurship in a Downturn- Power of Ideas PR CASE STUDIES

10. Advocating Global standards among Indian PE/ VC professionals Situation IVCA ( Indian venture capital and private equity association) is India’s apex body for the VC/ PE industry. IVCA along with EVCA has been conducting workshops called the ‘Master Class’ to advise VC professionals on Industry bench marks and best practices. In a down year, VC’s did not want to invest their time and money in training Creativity & Solution FULCRUM PR used a precision guided approach to create the desired impact on the media resulting in greater industry interest. Detailed media briefings with specialist media in the domain of investing, venture capital, govt. guidelines and regulations. The master class was followed by discussion forums with the media to discuss the various issues India faces in VC guidelines and regulations. Result Established IVCA and EVCA as thought leaders spearheading the cause of self regulation within the VC/PE industry. CASE STUDIES

11. Online image makeover and crisis communications- for global leaders Situation A Global Top Four management firm needed its reputation protected online against criticism of its senior leadership in India FULCRUM was engaged to “make over” search results on specific topics and persons, without involving internal web and corp. comm teams in India and globally. Additionally, manage negative impact on blogosphere post Mumbai 26/11 and Satyam crisis Solution Content optimization via web2.0 tools We re-positioned all negative coverage on the web on firm or its management, operations or employees. We managed to attract and create content on the web that enhanced the perception of the firm as a global leader in finance & Business advisory. Results Online image makeover successful All Negative coverage back tracked Content sharing via reliable online tools to enhance the leadership of the firm as ‘THOUGHT LEADERS’ Updated news on the management and the firm CASE STUDIES

12. HOW YOU CAN GAIN Gain leverage from our extensive experience in cutting- edge PR and media communications expertise Now pre-packaged in 3 affordable and effective service levels Bringing You and your company the entire range of media and communication options Including corporate blogging Online Reputation management Media endorsements Global Networks User Generated Online News Media Newswires Social Networking Sites SEO RSS and XML Tagging E-Marketing Digital Media

13. TO KNOW MORE: Call us @ 9818450157 Or 011 40581538 Write to us [email_address]