ASSIGNMENT

Public Relation Agencies

Genesis Burson Cohn and Wolfe (Genesis BCW)

Genesis BCW is one of the best PR agencies In India, with a presence in 110
nations. Genesis BCW is headquartered in New York and was established in
1992.

It focuses on delivering quantifiable results through proof-based, thought-

driven, and result-oriented missions.

• Services: Public Affairs, Public Relations, and Business Communication

• Notable Clients: Tata Sky, Zee, and Marks & Spencer

2 Successful PR Campaigns

1. Client: Sleepwell
Campaign Title: #StaySafeWithSleepwell

Sleepwell produces a diverse portfolio of mattresses and home comfort

products. It recognized that one of the biggest casualties during the
pandemic has been the impact on sleep. Committed to helping people
sleep better, we aided Sleepwell in launching an awareness campaign to
reiterate the importance of sleep in building immunity. The campaign
encouraged people to ensure eight hours of sound sleep as it helps to
build up the body’s defenses.

2. Client: MPower
Campaign Title: #LetsTalk1on1

Mpower, a pioneer in Indian mental medical care, needed to make mindful of

the effect on psychological health during this health emergency and offer their
help to battle any worries. Mpower brought to the front the significance of
mental health with its PR campaign #LetsTalk1on1.

Avian We

Avian Media is a premier PR agency in India, with its headquarters in Mumbai.

They are one of the leading experts in content creation, promotion, and
storytelling in India.

• Services: Public Relations, Content Creation, Corporate Social

Responsibility, and Crisis Management
• Notable Clients: Niti Aayog, Amazon, Samsung, eBay, and Mastercard

2 Successful PR Campaigns

1. Client: Philips
Campaign Title: Catering to lifestyle aspirations in difficult times

The closure of retail stores during the lockdown and temporary

restrictions on product sales through e-commerce platforms dealt a
heavy blow to the consumer durables industry. Moreover, most
print media houses had downsized their editions, with some even
going fully digital, and focused only on Covid-19-related stories.
This meant Phillips products could not be bought either online or in
stores, and there was no media outlet to talk about the brand.

2. Client: Avon
Campaign Title: #IsolatedNotAlone

In the midst of the pandemic, women and children at risk of

domestic violence have become more vulnerable since they are
trapped with their perpetrators. This has led to a global surge in
domestic violence. To address this, AVON along with AVON
Foundation for Women launched the #IsolatedNotAlone campaign.

Adfactors PR
Adfactors PR is a specialized press release agency that ranks among the best
public relations agencies in India. It has a client base of more than 300 clients
across 40 cities in India.

Its clients include financial organizations, MNCs, huge conglomerates, and

budding start-ups. It offers personalized PR solutions as per the requirements of
its clients.

Established in 1997, Adfactors PR has its headquarters in Mumbai.

• Services: Corporate Reputation, Banking, and Financial Services, Crisis

Communications, and Public Affairs
• Notable Clients: ICICI Bank, Bombay Stock Exchange, and Cairn India

2 Successful PR Campaigns

1. Client: ICICI Lombard

Campaign Title: DurRehkarBhi Hum NibhayeVaade

As the country went into lockdown on March 24, 2020, the world
collectively completed its long due transition to virtual, from
traditional or physical. Seeing an opportunity in adversity, ICICI
Lombard stepped up its digital transition. Although, the
government deemed insurance as an ‘exempted activity’, ICICI
Lombard stuck to its core philosophy of #NibhayeVaade and
utilized its robust technological infrastructure to assist the nation in
battling the COVID-19 pandemic by adhering to the strictest norms
of social distancing. This gave us a good chance to position the
technological prowess of the brand in these challenging times.
Thus, our narrative was ‘Ensuring our customers from within the
comforts of our homes or DurRehkarBhi Hum NibhayeVaade’.
Thus, our communication not only focused on encouraging ICICI
Lombard’s customers to practice social distancing but also helping
them do so by providing them with the full host of services through
the means of technology, fulfilling their every need.

2. Client: Piramal Foundation

Campaign Title: Win the war against pandemic
 Utilizing remarkable PPP model to work with the public authority
to battle COVID-19 pandemic, contacting the minimized networks
in the remotest communities of the nation to make mindfulness
around COVID-19; cutting down the nervousness and dread in the
general public particularly for individuals who are not innovation
shrewd or live in zones where admittance to media is testing
through 104 health helpline by sharing WHO and MOHFW
guideline data.

Edelman
Edelman is one of the best public relations agencies in India. Established in
1990, Edelman works with Indian, international, and government associations.

Edelman has its headquarters located in Chicago, United States. It is a global

communications agency known for its creative approach to PR called “brand
journalism.”

It creates stories and narratives for brands to attract and engage prospective
customers.

• Services: Brand Journalism, Business Transformation, Crisis

Management, Performance Marketing, and Public Affairs
• Notable Clients: Tata, Unilever, HP, and PayPal

2 Successful PR Campaigns

• Client: DoubleTree by Hilton

Campaign Title: Cookies in Space

The Cookies in Space campaign took shape from a single tweet by Elon Musk,

who announced SpaceX’s launch of a Tesla Roadster into space with a
spacesuit-wearing mannequin named, Spaceman. They (agency) responded by
asking if Spaceman wanted a DoubleTree cookie for his trip, which caught the
attention of another company, Zero G Kitchen, who were in the process of
developing a zero-gravity oven to make space more hospitable for long-duration
flights. The baking of the cookie symbolized a future of space travel with the
comfort of home, much like a good hotel offers.
To engage a wide array of media, consumer and industry stakeholders, they
rolled out a multi-phased campaign with a series of milestones to tell the
“Cookie in Space” story consistently throughout the year.

Key moments included a program launch announcement through a Satellite

Media Tour with campaign spokesperson and former NASA astronaut, Mike
Massimino in June; a space-themed edition of the brand’s Cook(ie) Book
featuring cookie-based recipes developed by hotel teams around the world on
National Chocolate Chip Cookie Day in August; the rocket launch in November
2019 with interviews and outreach in major news outlets; release of the baking
results (in case you were wondering, chocolate chip cookies take 6x as long to
back in space as they do on Earth); and outreach to the prestigious Smithsonian
for display in the National Air & Space Museum.

• Client: EBAY
Campaign Title: Female Sneakerhead
(Female Sneakerhead: It’s About Passion. Not Gender)

While many International Women’s Day and Women’s History Month

brand efforts focus on women in a way that separates them from the rest
of the community, our research showed that what women in the
sneakerhead community wanted most was simply to be treated the same
as everyone else—with the same access to styles, same availability of
shoe size and the same level of respect. By crossing out “female” in
“female sneakerhead,” and highlighting the inclusivity challenges facing
sneakerheads, eBay could send a strong message that it understands this
community and is advocating for what is most important to them. With a
client that wanted to directly reach female sneaker collectors during
International Women’s Month, our strategy needed to expose a tension
unique to the community and offer an eBay-owned solution.

Ketchum Sampark
Ketchum Sampark is a global PR agency. It delivers PR campaigns that
mirror the feelings and trends of what’s going on in the Indian market.
 Ketchum has its headquarters located in New York and possesses more than
24 years of experience.

It has become one of the best public relations agencies In India, specializing
as a communication consultancy.

• Services: Financial Communications, Corporate PR, Employee

Communications, Public Affairs, and Digital PR
• Notable Clients: Netmeds, Synopsys India, and Earnest Towers Pvt Ltd

2 Successful PR Campaigns

1. Client: Gillette
Campaign Title: New Routine At-Home Barbershop

As barbershops across the country closed due to COVID -19, men

started growing quarantine beards and sporting homemade haircuts.
As weeks of social distancing turned into months, guys anxiously
sought out solutions to their hairy dilemmas, with thousands posting
on social media that they were taking matters – AKA clippers and
razors – into their own hands. Gillette quickly pivoted its focus and
answered the call with its New Routine campaign to provide the
tools and tutorials guys needed to maintain or try new looks at
home.

Ketchum identified the topics and tutorials of most interest to guys

using search data from Gillette and input from consumers. We then
designed and dispatched the Gillette Barber Council, a trusted team
of celebrity barber influencers, to create and publis h how-to content.
Paid amplification and an integration with BuzzFeed helped extend
the reach of the tutorials on owned channels, while earned media
highlighted Gillette products as the perfect at -home grooming tools,
featuring barbers as trusted spokespeo ple.

Four months after launch, the New Routine campaign boasted record
engagement, and the Buzzfeed content had higher than average
dwell rates – meaning guys were likely watching the content while
they groomed. Interviews and tips from the Gillette Barb er Council
influencers were featured in top -tier media outlets
including Essence, Conde Nast Traveler, Cassius Life,
Hombre and The Undefeated, showcasing how experts’ tips help
guys clean up at home. Overall, the content earned 2.2+ million
impressions, inclusive of media coverage and content posted to
barber-owned social channels and YouTube. Since launch, the
Gillette Barber Council tutorial videos have been viewed 97,000+
times.

2. Client: Wendy’s

Campaign Title: #NuggsForCarter

“How many re-tweets would it take to earn a year’s supply

of Wendy’s chicken nuggets?” asked an eager teen named
Carter. Wendy’s coy answer: “18 million.” Little did they
know that Carter would earn more than a million in just 48
hours. Ketchum seized the opportunity and let Ellen
DeGeneres know that her retweet record of 3.2 m illion
was in peril. Ellen then went head to head with Carter and
propelled him to a new world record. The social stunt
produced huge results, including multiple segments on
Ellen, more than 2.5 billion earned media impressions,
and a 376 percent increase in online conversations
mentioning Wendy’s.