The SABRE Shines its Light On…

welcome-sabre-awardsThis week, Skribe features the awardees of the 2016 South Asia SABRE Awards.

The SABRE Awards is the world’s largest PR awards program, running across six continents. This time, a crowd of more than 200 PR professionals attended the South Asia SABRE Awards 2016, held last week (21 July) in Pullman Hotel, New Delhi. SABRE Awards every year celebrate the charismatic work of the PR industry and gather close to 5000 entries globally. This year’s SABRE Awards witnessed a record 650 entries from India in its fourth year since launching in collaboration with the PRCAI.

The judges session was held in the month of June and was chaired by PRCAI president Nitin Mantri, Anne Costello – Text 100, Carolina Bajaj – Star India, Carolyn Camoens SVP -WE Communications, Girish Balachandran – Avian Media and many more eminent leaders from the PR Industry.

Adfactors PR was leading in the finalists tally for the Diamond and Gold SABREs in different categories.

Team Genesis Burson-Marsteller at 2016 SABRE South Asia AwardsThe Awards night was a celebratory one for many but today we shine the spotlight on Genesis Burson-Marsteller, who took home 4 trophies and 5 certificates for their noteworthy campaigns in brand-building and strategic reputation management.

Nikhil Dey, President, Public Relations & Public Affairs, Genesis Burson-Marsteller said, “The efforts that our teams have put in are clearly visible in the form of this recognition and we are honored to receive these awards. Our integrated approach means that our campaigns have a strong insight and a creative idea while delivering a measurable impact.”

The award winning campaigns for the PR consultancy included:

  • Diamond SABRE in Superior Achievement in Brand Building for The Story Of A Roaring Revival/ Make in India Week with Department of Industrial Policy & Promotion, Government of India
    Make in India Week was an integrated campaign of unprecedented scale – a grand confluence of industry leaders, policy makers, diplomats and academia, which included public relations, advertising, digital, social and outdoor media and even crisis communication. It was conceptualized as an initiative to revive confidence in India’s manufacturing capabilities amongst potential partners abroad, the business community and citizens.
  • Diamond SABRE in Superior Achievement in Measurement and Evaluation for Mission Indradhanush with Public Health Foundation of India as well as Gold SABRE in Public Sector/ Government category for the same campaign, Mission Indradhanush with Public Health Foundation of India
    Mission Indradhanush is a multi-pronged public awareness programme launched by The Government of India, which aims to immunize every child in the country by 2020.
  • Gold SABRE in Travel & Leisure category for Every Day A Different Journey with Tourism New Zealand with Genesis Burson-Marsteller
    An integrated communications approach which used public relations, advertising, digital, social and consumer engagement to showcase the amazing experiences that New Zealand has to offer as a tourist destination.

Congratulations to the Genesis Burson-Marsteller team for shining bright at the SABREs. Read more about their winning campaigns here.

Watch this space for details on other awardees and their winning campaigns.

The State of the (PR) Nation

Nitin-Mantri-e1346680957687Podium welcomes Nitin Mantri, CEO and Business Partner at Avian Media. With almost 20 years of experience in corporate and high-tech PR and marketing communications, today, he talks about the state of PR in nation.

After several years in London with Omnicon, my return to India was tinged with a little disappointment, as personal expectations of where the industry should have been, did not quite match up!  In contrast, the last five years I’ve seen seismic changes with a new level of sophistication moving us away from one-dimensional analogue thinking. Mr. Zuckerberg, amongst other social platform advocates, can take a little credit as they’ve certainly nudged us forward to think differently and embrace technology in a new way.  Analogue has died, digital has clearly arrived but so has India!

Digital Methodologies

Our mind-sets are shifting. It starts from how we design and develop campaign strategies, forcing a major re-think on both client and agency side.  From goal setting, to deploying resources; or deciding on the most suited technology platform; or proposing budgets that account for professional PR time topped up with ‘ad-media’ spend – which we all know, if done right can uplift and boost your campaign to another level.

Tools, platforms and data analytics are key components of every brand conversation. Big or small data is driving decision-making. There has never been a better time to understand the customer, especially in B2B scenarios where social feedback can have a direct impact on sales. Today, our clients are looking for tangible and measurable results; press coverage and placements have never been enough, and now more so than ever.

Pan India PR

Reflecting on the Indian PR industry today, the core expertise remains largely in the main four to five metros. Agency folks especially need to get a better grasp of the Pan-India market landscape and understand its nuances, a few steps further than merely hiring a stringer to ‘do the regional job.’

As any major e-commerce player will tell you, sales are being driven from cities where despite consumer choice being restricted by retail access, consumer demand is booming and being fueled by mobile transactions.

As aspirations of 800 million young Indians rise dramatically, and the two trillion dollar economy tries to embrace consumerism, our role as communicators continues to evolve on how to innovate and deliver campaigns to a rapidly-discerning economy using tools, gadgets and platforms that speak to them. The complexity of our marketplace is underlined with the fact that we have to speak to an urban population as well as to a rural and rurban economy, which is actually growing at a faster rate. This requires the use of multi channels – from digital to traditional and other innovative formats, as there are audiences who may have the means but not the capability to access such information.

In a recent survey conducted by the PRCAI, over 84% respondents said that the India growth story has not actually reached enough of its population and a similar percentage believe that social media channels will not be the tool that will speak to these audiences. So what do we need to do? We have to reinvent and remodel to survive and thrive.

To ensure that we support brand expansion for maximum impact, we need to invest time in understanding our consumers and speak to them in a language they understand. Content creation becomes critical. Creating engaging, meaningful and relevant content for varied audiences and using social media to reach out to them is key. Clichéd content will not work, it never did. Content needs to be focused and presented in a way which is easily understood. There is no point in producing tons of content without a clear idea of the target audience.Crisis-Public-Relations

To jump on this bandwagon, PR pros need to think in multiple formats with the right content. The nature of storytelling therefore needs to become far more visual and dynamic, where diverse content packaging from podcasts, infographics and video releases, etc., become commonplace.

Slow on the initial uptake, but Indian clients are also seeing the scope of providing engaging content across multiple channels. At Avian, we have managed to create a lot of content-driven integrated campaigns. That’s the change we’re driving today, and the results are showing in the types of clients we have been winning.

The bottom line: PR as we knew does not exist. We live in a time when the pace of innovation is astonishing. Communication trends and tools are changing in a heartbeat. To stay on top of the game, we need to explore new approaches and learn new ways to reinvent ourselves.

The future will require much greater integration with marketing, advertising and customer care teams to gain actionable insights. We need to bring stickiness in whatever we do, build expertise categories within our organizations and become consultants to the client.




fs_59725.jpgThe International Communications Consultancy Organization’s (ICCO) Global Awards in London saw Genesis-Burson Marsteller bag the ‘World’s Best PR Campaign Consumer Award’ for Ashoka University. ‘Independent Consultancy of the Year APAC’ was won by Avian Media along with Nitin Mantri being honored with the ‘PR Leader of the Year Award’. » Actor Shilpa Shetty along with her husband Raj Kundra has launched Viaan Mobiles, named after their three-year old son. Five variants of the phone priced between Rs. 849 to Rs.12,999 were launched at a ceremony held in Mumbai with celebrity guests in attendance. “For us in India, the choice was mass or class and we decided with Viaan to bring the class to the mass”, said Raj Kundra. » New York City has unveiled a mobile app designed to keep citizens safe. The app named ‘See Something, Send Something’ encourages citizens to report any suspicious activity. “These new efforts are essential pieces in our fight against terrorism,” said Governor Andrew Cuomo.

Author 1 : Authority 0

kanza-javedDenied visa could not stop Pakistani author Kanza Javed from launching her book ‘Ashes, Wine and Dust’ in India. The author, due to attend the Kumaon Lit Fest for the launch of her book, coordinated with her publisher Aanchal Malhotra for a last-minute launch over Skype, after her visa request was rejected. » Taking a page out of Apple’s marketing book, Microsoft has launched a page for MacBook users that will facilitate a smooth migration to its recently launched laptop, the Surface Book. Microsoft has created quite a buzz with claims that its laptop is two times faster than Apple’s – a strategy Apple has been using for years. » Can Public Relations salvage broken trust? Taking an instance from the Maggi case study, PR news site- ‘Image Management’ gives an interesting take on how efficient PR can offer solutions in times of crisis.