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PR and Brand Communications Initiatives

By: Priyanka Singh

Aksh Optifibre Ltd

icontrol IPTV- PR Strategy

Objectives

To position icontrol IPTV services brand as Leader

Strategy

Leverage on the partnership and brand image of MTNL and BSNL to promote icontrol IPTV services Brand strategy to capture rural and urban audience Invited Telecom Secretary of India, and other senior officials BSNL Chairman, to unveil the services Exclusive One-on-One/ Telephonic interactions with publication from Mainlines/ Financials /Wires/ Vernaculars/ scheduled prior to issuing the press release Invited leading Journalist for product demo, Organized One-on-One media interviews by companys spokespersons, provide them with media kit and literature, Organized press conferences( Backdrop, Preparing media Invitation and Media Kit, Press notes) Participation in Industry Trend based stories on Telecom scenario Assist in building critical relationships amongst central, state governments and local bodies ,policy makers, regulators and trade bodies Establish icontrol brand, connected rural and urban India with global content on icontrol IPTV services. Achieved 30,000 customer base in 6 months

Approach

Key Success

icontrol IPTV- PR Strategy

IT and Telecom Secretary of India, Siddhartha Behura and BSNL Chairman, Kuldeep Goyal to unveil the services

Strategic Alliance

Objectives

Strategic PR management through international marketing alliances

Strategy

Issued the Press Release to local and international mediaAksh partners with Sony Pictures Television International for Hollywood content on icontrol (Akshs IPTV Service) Draft, localize and disseminate Press Release Prepare FAQs/ Briefing Document for AKSH and Sony Pictures spokespersons Follow up with the media Initiating corporate/ trend/ feature stories

Approach

Key Success

PR concern: Able to salvage the situation successfully despite the fact news was already uploaded on BSE website in September 08 leading to disinterest of major publication to the press release

News Papers Ads in different Publications

Outdoor Publicity

Bus Back Panels

Hoarding

Western Railway- Mumbai

Panel Branding inside trains

Handle Bar Branding inside trains

Develop icontrol marketing collaterals

Danglers

Leaflets

Canopy for road shows and events

Docket Folders

Invitation

Cap

T-shirt

icontrol Pen

Develop icontrol marketing collaterals

Backdrop panel

Lead Generation form

Template for customer communication

Product Leaflet

Ad. layouts

Pointer uploaded for Hindustan Times newspapers, sports page: icontrol and Pigeon

Electronic Programming Guide

Electronic programming guide manual for icontrol IPTV users

Participated in International Seminar

Delivered speech on Aksh IPTV solution offering in FTTH Council APAC Seminar on FTTH Evolution and Practices in APAC 10th December 2008 New Delhi

Distributed AKSH green color docket folders to the participants

http://ci02.keyvision.net/programs/module4.file_view?xfile=10380947

Participated in HT Leadership Summit 2008


for Brand Building

Interacting with Mrs.Cherie Blair

Mr. Tony Blair

Participated in HT Leadership Summit 2008


for Brand Building
Visibility in the media: Status as a Summit Partner in all the Summit promotional advertisements icontrol IPTV presence as a Summit Partner in all the Summit promo spots on Radio (Fever 104 FM) Visibility in and around Venue: icontrol IPTV Logo presence on Hoarding erected outside the Taj Palace Hotel icontrol IPTV Logo presence on the Summit branded panels in & around the conference hall icontrol IPTV Logo presence on Main Conference Backdrop inside the conference hall icontrol IPTV Logo presence on the branded panels in the press conference hall Exhibit Space inside the networking lunch venue with signage space Visibility on Conference Website: icontrol IPTV Logo + Corporate Profile on Conference Website at HT.Com Click through facility to partners designated corporate website Conference Brochure: Prominent Position as Summit Partner in the Conference Brochure A 4-Color half page advertisement in the conference booklet A 200 word corporate profile in the conference program Post Conference Presentation Corporate Profile in the post-conference Leadership Summit Icontrol IPTV docket folder to be distributed to all speakers and delegates Special Invites: 16 (4 Conference and 4 Gala Dinner) Corporate A/V: Icontrol IPTV Corporate A/V to be played during the conference (60 seconds) Additional Benefits: 6 X 6 area has been allocated for icontrol demo. Brochure/ leaflet in the delegate kit.

Participated in 2008 IPTV World Forum in Singapore

Participated in 2008 IPTV World Forum in Singapore

icontrol IPTV branding on Booth for IPTV forum Singapore Exhibition space (6 x 2m) Design and development icontrol advertisement for Centre fold full page full color advertisement for the delegate catalogue High level logo exposure on the main page of the Website and 200 word corporate profile displayed on the event website

Events and Sponsorships: icontrol & Pigeon

Participation TIMES AV REVOLUTION 2008 event together with MTNL. Date:17th to 9th October 2008 Locations: BOMBAY EXHIBHITION CENTER, Goregaon (East), Mumbai.

Freedom to Watch campaign in Times House on the14th August 2008 to spread awareness about icontrol within Bennett, Coleman & Co. Ltd. Employees

icontrol- Brand re-launch campaign

Newspaper ads

Hoarding

Develop icontrol IPTV - Website

http://www.icontrol.in/IPTV/index.jsp

Pigeon VoIP: Brand launch

Pigeon- VoIP : Brand Launch

Press Ad : body copy Product Leaflet

Outdoor Media

Pigeon VoIP- Website

http://www.pigeonvoip.com/Delhi/index.asp

Spyker Cars N.V.

PR and Image Building in Niche Luxury segment

Objectives

Create brand awareness of Spyker cars in India/ International market through PR and Media relations Highlight R&D center as hub for design Innovative for premium high end formula one racing cars Customer profiling and liaison with print media/ journals specially targeted to HNIs (High Networth Individuals) Organized exclusive events for political heads/industrialist, celebrities etc Partnered with CII( Confederation Of Indian Industry) Invited local, national print and electronic media and ensure proper coverage in Time of India, Hindustan times, ET , CII magazine, Auto etc and different news channels: Zee News, CNN, IBN etc. Released press notes for the events and facilitated review and coverage in International auto magazines/ print media Organized test drive in Holland for Renuka kirpalni, CNBC TV (auto journalist) to show the documentary on TV Higher visibility and recall of Spyker Cars in India as well as global market Signed MOU with Manav Rachana Engineering College to start SPYKER M.Tech Program Received aid from Dutch Government to established Spyker R&D center in India Negotiated with Haryana government to established for formula one track in Manesar

Strategy

Approach

Key Success

Planned and organized Chief Minister of Haryana,Shri Bhupinder Singh Hooda and senior government officials ,CII members and eminent journalist visit to Spyker manufacturing plant at Zeeworlde,Netherlands. Organized Spyker car test ride for Shri Bhupinder Singh Hooda to caught media attention

Develop product brochure

Relationship Building

Initiated to bring formula one in India which paved the way for creation of formula one track in Greater Noida, India. Spykercars N.V.nvited Formula One Group CEO Bernie Ecclestone to India

Shri,Jyotiraditya Scindia, Minister of State, India;Oedith Jaharia, MD, Spykercars N.V; Priyanka Singh, Manager, Spykercars N.V.

Other Activities

I was part of the global PR team and supported PR activities for Sepang formal 1 racing in Malaysia 2007 Liaison with national and international media and ensure brand coverage in channels : BBC, CNN, IBN, CNBC18, Travel and Living, NDTV Good Times etc Also facilitate PR activities to related fund generation with investment banks ( eg. Organizing meeting ,preparing dockets, presentations, issue press release post discussions / negotiations etc) Establish membership with CII, SIAM, ARAI, and ACMA and participate in special events, seminars conference Content & design for brochures, marketing collaterals, internal, investors and customer newsletter, e-mail marketing, corporate presentation CDs, corporate and Product Videos, product catalogues, product literature & publicity material, exhibition, trade shows, road shows Word of Mouth plays in important role in effective PR

Bharti,AIRTEL

Key highlights: Brand Launch


Objectives

To establish touchtel, the first private fixed line telephone service brand in India
To get government endorsement at the launch stage invited key political heads of the state (CM and Governor) to launch the services and inaugurate the facility followed by a press conference

Strategy

Approach

Ensure good coverage by local national and electronic media along with the photographs. Highlight key messages through media: MORE YOU TALK LESS YOU PAY, for the first time in the history of telecom.

Key Success

Brand awareness and positioning. Increased visibility of Bhartis top management. touchtel brand was warmly welcomed by the journalists, consumers, dealers, internal and external stakeholders, Managed to get about 1 lac customers post launch within the first year

Launch Event in Year 1998

Entire event was organized and managed by my team

Thank You