Situation/ Challenge
India’s leading financial service provider was expanding its operations beyond brokerage and agri-commodity business into micro-finance and other lending businesses
Solution
- Mavcomm’s insights revealed that the company’s spokesperson was being considered by media as a market expert but wasn’t being covered for his other businesses
- Mavcomm started a series of Relationship Building Meetings where journalists could ask anything. However, this included a briefing on their current businesses and progress
- Micro-targeting of media was done from cities like Kochi where people were writing on agri-commodity businesses
- Micro Finance related announcements were started from their respective geographies
Results
- Strong coverage for the brand across the key media
- Spokesperson’s positioning has gone beyond markets and into the NBFC space
- Timeframe: 2017 onwards
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