Startup PR case study: Media Mantra focused on non-metro cities, regional media for Rise India PR campaign

Continuing with our series about Startup PR from the frontline, PRmoment India showcases Media Mantra's work with Rise India. Media Mantra targeted non metro cities and regional media to highlight Rise India’s work with skilling underserved populations in urban and rural India. The campaign also focused on investments in SME sector by Rise India.

  • Campaign Name: ‘Driving Training’
  • Client Name: ’Rise India’
  • Background: Providing educational, vocational and skill training to the youth, Rise India is one of the India’s top education and training organisations. The company’s aim is to educate and train unskilled population and help them find jobs. It also invests in small and medium sized firms in a bid to make them profitable.

Campaign Details

  • PR Team: Smita Malwe, account manager and Priya Sharma, senior account executive
  • When did you start work: July 2016
  • Goals: Objective of the campaign is to highlight various initiatives taken by the company for youth employability and skill development.
  • Campaign Idea: “Every strategy needs constant innovation and the ability to effectively embrace it”

Key Partnerships: Rise India has signed an agreement with Rajasthan government's department of skills, employment and entrepreneurship to set up driving training centers in seven divisional headquarters.

Funding: Rise India received a total fund of Rs. 14 crores from NSDC to train around 2.48-lakh youth in automotive skills over the next seven years and setup driving training centers across India.

Campaign Strategy: A multi-layered approach was taken to highlight the following:

  • Acquisitions and investments undertaken by Rise India to make small and mid-size companies profitable.
  • Innovative campaigns launched by the firm to promote skill development across sectors.

Corporate stories: PR Team connected with mainstream financial media to explore exclusive opportunities on company’s investment, acquisition and funding announcements. The team also highlighted partnerships established with various government bodies such as NSDC and campaigns including PMKVY.

Region specific stories: PR team reached out to tier II, III cities such as Jaipur, Pune, Patna, and Chandigarh to highlight the growth of skill development centres and to promote unique case studies around it. This resulted in creating a positive sentiment about the organization in regional media and in non metro cities:

Positioning Brand in Other Regions

Regional media:

Dainik Jagran

Thought leadership: To position  Rise India CEO and founder, Ajay Chhangani as a thought leader, the team explored various prominent avenues including ‘The Economic Times- Leader speak column’, ‘The Pioneer –Avenues and more’. Alongside, identified opportunities for authored articles in various publications such as The Economic Times, Deccan Herald and The Times of India:

Centre launch: Team highlighted the driving training centres equipped with latest technology and amenities.

ET Tech

Industry stories: Story seeding for the skill development sector-its challenges and opportunities, to highlight strategies and campaigns of Ministry of Skill Development and Entrepreneurship to promote driving training. The Team also initiated stories to create awareness about the need of driving training in India.

Major campaigns:  The largest National Driving Training Campaign was launched by RISE INDIA in collaboration with NSDC at Chhapra, Bihar in the presence of Nitin Gadkari and Rajiv Pratap Rudy. The team effectively connected with national and local media to ensure desired outcomes across all relevant channels. The team also generated post launch, stand-alone stories which highlighted the USPs of the driving training centre.

Key achievements of the campaign:  

Corporate positioning

The Hindu Business Line

The Times of India

Sakal Times

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