This document provides credentials for a PR agency called GreenThumb. It summarizes that GreenThumb is a 12-year old PR agency that is a division of communications agency Grasshoppers India. It offers PR advisory, branding, media relations, digital PR, and event management. It specializes in customized PR campaigns across industries. It then provides details of three case studies highlighting its work for clients in luxury travel, beauty products, and motorsports events.
2. We are…
o a 12-year young Public Relations agency
o young enough to have a fresh approach, yet experienced enough to know the best strategy for an effective PR campaign
o a division of communications agency ‘Grasshoppers India Pvt. Ltd.’, which also has advertising & digital marketing wings
o based in Delhi and successfully executing PAN-India PR campaigns
3. We do…
o PR Advisory & Campaign Planning
o Brand Positioning & Reputation Management
o Media Relations
o Digital PR & Bloggers Outreach Programs
o Events PR
4. We specialize in…
o executing customized PR Campaigns for clients from different industry verticals
o enabling our clients to communicate with their target audience through an increased visibility in traditional and digital media
o offering an integrated communications plan with the support of our parent company’s advertising and digital marketing
divisions
7. Need for PR
Cougar Motorsport pioneered the concept of luxury self-driving experiences in India. GreenThumb’s task was to promote the Client
as the category leader in this niche travel segment.
Key Challenges
o The Client’s TG consisted of CEOs, top executives and other HNIs, who had an interest in driving. This limited the campaign’s media universe
considerably.
o Due to a limited budget, the Client wanted to avoid inviting journalists to their expeditions.
o The turnover was not big enough to attract a large section of the business media and convince them to plan business features on the Client.
Approach
Feature Stories were arranged on the growing trend of self-driving experiences among corporate bigwigs. Wherever possible, case studies of past
participants were organized so as to instill confidence among potential customers. Cougar Motorsport’s Founder was gradually positioned as a thought
leader in the segment as well as the unique offerings of the organization were highlighted in all dialogues with the media.
Impact
Weekend and leisure sections of the financial dailies and business magazines did stories on the concept and highlighted Cougar Motorsport as a major
stakeholder in the category. The increased awareness about the organization among the target media resulted in pre-event editorials about the upcoming
expeditions in credible publications. The uniqueness of the business model was highlighted in the media, which led to a number of company and
entrepreneur feature stories.
17. Need for PR
Launched in November 2013, Just Herbs had built credibility in the market over the years, with a loyal customer base. But a large
section of the media, especially the business media, perceived it as just another Ayurvedic beauty brand. The Client partnered with
GreenThumb with an intent to establish a unique brand identity and not be perceived as a ‘me too’ brand.
Key Challenges
o Forest Essentials and Kama Ayurveda were long-standing market leaders, with others falling far behind in terms of sales and
brand equity.
o ‘Organic’, ‘Ayurvedic’ and ‘Natural’ as USPs have been grossly misused by brands, which has led to distrust among the Beauty
Editors for brands claiming to have these USPs.
Approach
Since the Client had launched India’s first crowdsourced beauty product, it was decided to highlight this as the brand’s key
differentiator rather than focusing only on organic and ayurvedic aspects. Moreover, a Media Engagement Campaign was executed to
make beauty journalists and influencers aware of the brand’s focus on customer engagement for product development and
improvement. Strategic partnerships were done with premium lifestyle media to increase brand visibility and awareness among
category A+ and A audience.
Impact
The campaign kicked-off with the products getting positive reviews by Beauty Editors and being featured in Editor’s Choice sections.
Just Herbs partnered with Forbes India, CNBC TV18, MillionaireAsia India, ELLE India, India Today Group, etc. for their premium events.
The Client was featured as India’s first crowdsourced beauty brand in leading business publications and media has started
acknowledging Just Herbs as the new-age Indian beauty brand to look out for.
25. MillionaireAsia India Instagram Posts: Just Herbs was the souvenir partner for the launch event of the magazine’s
Jan-Feb 2018 Issue, which featured Karan Johar on the Cover.
26. Case Study 3: Rainforest Challenge (RFC) India
(Off-Road Motorsport)
27. Need for PR
In 2014, RFC India was launched as the country’s first international off-road motorsport event. GreenThumb’s mandate was to create
awareness about the event in the off-roading community, which would result in entries.
Key Challenges
o This was the first off-road motorsport competition organized by the Client. Therefore, there was a lot of skepticism among the
TG about the event’s credibility.
o Off-roading was an unorganized segment, with city clubs organizing local events but no proper national level structure in place.
o A large section of the media did not consider off-roading as a sport.
Approach
In the first year, the campaign focused on establishing the event as the India Chapter of the Malaysian RFC, which is among the top
ten motorsport events in the world. Moreover, pre-event buzz was created in the regional media through state and city level
profiling of the contestants. This was the first time ever that Indian offroaders got extensive publicity in the mainline media. Regular
pre-event news updates and meetings with key editors led to curiosity among the national media about the event. Select journalists
were invited to Goa to witness the event, which resulted in positive post-event reportage. Nominations were submitted for leading
auto magazine awards, resulting in 2 major awards for the Client. Encouraged by the success of the first edition, the scale of media
campaign was increased every year.
Impact
After four successful editions, RFC India is acknowledged by the Indian offroading community as well as national sports and
automotive media as the country’s biggest and best international offroad motorsport event. Over the years there has been a steady
rise in media coverage, with the ad value of the 2017 edition being almost INR 18 crores. Moreover, participation has increased from
22 contestants in the inaugural edition to 40 in the 2017 edition, with registrations closing merely 2 days after they were opened.
