In 2015, the Reserve Bank of India (RBI) introduced the concept of Payments Banks to promote financial inclusion in Bharat. Initially, 11 entities were granted licenses in-principle, but later, due to various factors, including speculation, five of them decided to withdraw their applications. Subsequently, a few of these entities, including Aditya Birla Payments Bank, ceased their operations. These developments have led the media to perceive the entire sector as dormant or unproductive..
At the same time Navi Mumbai based FINO Payments Bank was suffering from lack of visibility and was not able to connect with journalists in its target markets mainly in tier-2 and tier-3 towns such as Nagpur, Wardha and other locations in UP & Bihar .
Streetlight Media highlighted the unique operational skills of Fino by various media like TOI, ET, HBL, FE, Mint etc and created different perception about Fino Payments Bank.
To highlight the technology and create trust, it was decided to focus on opening account in four minutes by finger print device without any physical documents.
PR Consultancy has disseminated press release in Allahabad, Gorakhpur, Indore and organized press conferences in Khargone, Bhopal and Jaipur.
Account opening in four minutes by using only Aadhar card is well accepted by both journalists and also local public.
A majority of people started enrolling themselves by opening accounts and thereby enjoyed the benefits under banking services
The 6-months Public relations activity resulted in 30+ interactions with journalists and generated over 865 print and 38 online and 21 Television coverage highlighting contribution of Fino Payments Bank in financial inclusions.
Popularize the GoI's new money transaction APP 'BHIM' & increaseing UPI transactions without participation of NPCI officials in media meet.
During the discussion in July -August 2017 NPCI official informed Streetlight Media that they are looking for solutions to increase download and usage of BHIM.
After doing the ground research,agency suggested NPCI to hold media rounstables at maximum state capitals along with demo as media themself feeling scared of doing transactions through BHIM.
Organised media roundtables and was showcasing case study of individuals feedback on using BHIM and how they got benefited out of it at 46 locations like Agartala, Durgapur, Dhanbad ,Mehsana, Dharmashala, Jhanshi, Siliguri Trichy etc.
Activities at 46 locations in the span of five months resulted desire downloads and usage of BHIM.
•Since March 2015, Streetlight Media has partnered with SAFL with the objective of raising awareness about the brand. SAFL is an NBFC that specifically focuses on agriculture and aims to provide sustainable solutions for farmers and their families.
•To differentiate from other NBFCs, it was decided to offer some interest free loans to widows of farmers and to create trust among farming community.
•Streetlight Media started to optimize the behaviour of the farmers towards the company and created positive case studies of gainful farmers elaborating the good works done by the company in draught prone areas.
•People from rural pockets started acknowledging works & calling SAFL as bank
•They held the senior management of SAFL in high regard, treating them with utmost reverence, similar to that of gods.
Small Industries Development Bank of India (SIDBI), the apex financial institution engaged in the promotion, financing and development of Micro, Small & Medium Enterprises (MSMEs), has launched ‘SWAVALAMBAN UTSAV – Pragati Ki Udaan’ in January this year for promoting handicraft products of Women Micro Entrepreneurs at Sanskritik Sankul in Varanasi, Uttar Pradesh. The two-day event is yet another initiative of SIDBI under mission Swavalamban and aimed at providing a marketing platform to rural women micro entrepreneurs to sell their handicraft products to traders
The PR agency has been asked to create sustainable awareness of Swavalamban programme for promotion of Woman micro enterpreneurs and connect them to market places with the help of technology and knowledge enhancement. The event features handicraft and other products including jute items, wooden crafts etc. made by 500 women micro entrepreneurs who have received capacity building, handholding, credit and market linkages support under SIDBI’s pilot program in partnership with UK Government and Utkarsh Welfare Foundation for promoting women entrepreneurship. The pilot reached out to more 9000+ women entrepreneurs and the event marks the celebration of evolution of these women entrepreneurs.
Agency decided to invite journalists from the city and its neighboring areas and also disseminate press release with photos. Agency also arranged exclusive interaction with leading publications.
The Programme received encouraging response not only from local prominent citizens and but also from journalists in leading publications. The event received 18 media coverage that includes Amar Ujala, Dainik Jagran, Hindustan, Dainik Aaj, The Pioneer,Hindustan Tmes etc
Owing to the successful launch of the programme which created substantial awareness of the programme in the region, SIDBI has received a letter from PMO.
Case study on affordable housing launch by Mahindra Lifespaces Developers Limited
Mahindra Lifespaces is a leading developer of constructing offices and premium homes across NCR, Maharashtra, Telangana, Tamil Nadu and Rajasthan and since long it has spoken about entry into affordable housing segment. Being a trendsetter, they wanted to highlight the need for hassle free affordable housing where we concern about availability of lands. For this they wanted to launch a new brand name called Happinest.
To highlight the need of affordable housing where availability of lands are really concern- it was decided to highlight the affordable houses by Mahindra is meant for real users where the monthly income of the entire family should not cross more than forty thousand and ran three series of innovative press campaign in the existing place and then measured the impact and highlighted in the media. This in turn would position MLDL(Mahindra Lifespaces Developers Limited)commitment to the society and developing India–and at the same time be a role model to the entire Real Estate industry. Educating the target groups about how good quality constructions are available by affordable price.
To highlight this mega development-the target was niche publications (National media, regional, local and trade media) concerned for the society with need of affordable housing environment, corporate responsibility, availability of finance for economically underprivileged people. Also through this initiative leverage MLDLs long-term commitment to Indian. Plan Press Conferences, reviews by media even 1-1 Interviews with key Hapinest spokesperson. Photo opportunities etc.
Financials institutions came forward to associate with MLDL, People have now acknowledged affordable housing by MLDL. After launching the first project in Chennai, between one month they sold around 300 flats out of 500 flats. Govt officials from other states came forward and started offering lands to start similar kind of projects. Three Press Conferences resulted in 90+ journalist interactions and generated over 600+ articles highlighting the new brand and need for affordable housing.
Case study on change of perception of an Astrology brand.
Ganeshaspeaks.com is an astrology portal, promoted by Mr. Hemang Arun Pandit and launched by Mr.Bejan Daruwalla in 2002. However people used to have the perception that portal used to owned by Mr.Bejan Daruwalla and organization didn’t have much respect from media fraternity. Chairman of Press council of India always requesting press not to highlight astrology.Earlier they have hired very big PR agency before appointing Streetlight Media in 2012.
To highlight quality astrology service provided by Ganeshaspeaks-it was decided to launch Mr. Daruwalla have given his legacy to team of astrologers from Ganeshaspeaks.com. And formed a non profitable organization to teach relations between science and astrology. This in turn would position GS’ (Ganeshaspeaks.com) commitment to accurate astrology services, single person has some limitations but organization can execute unlimited task where quality is assured and at the same time be a role model to the entire astrology industry. Educating the target groups about use of astrology and its availability through phones and internet. Highlight the role of forming non profitable organization added the genuineness to the entire campaign.
To highlight this mega development-the target was niche publications (National financials, mainlines, regional and local media). Also through this initiative leverage GS’s long-term commitment to Indian market. Plan Press Conferences even 1-1 Interviews with the founder as well as brand ambassador. National press release dissemination on key human interesting issues like terror attack, rainfall, cricket world cup etc created the brand name among the users.
Ganeshaspeaks.com is an independent astrology brand known by the people. People have now acknowledged Ganeshaspeaks.com as their astrology partner. India’s number one and world’s number three astrology portal(in case of visit). Press Conferences and press release dissemination in last three years resulted in 150+ journalist interactions and generated over 3600+ articles. Highlighting the accuracy and science behind the astrology.
Case study on establishing a new brand with Factoring business.
Streetlight Media went to pitch for the account in November 2010 however' some reputed agency got the account.During pitching India Factoring wanted to give some advertisement on the day of launch, however' agency suggested not to give any advertisement and suggested client if you have made your mind then give advertisement in the next day of the launch.It was launched by some other reputed agency and in the next day they didn’t get any coverage. Then after a month Streetlight Media came on board in April 2011where people never used to know the brand name and maximum journalist never used to know the concept of factoring.
To highlight the brand name and create trust-it was decided to include Punjab National Bank’s name with every communication and create as many as one on one interactions. Educating the target groups about factoring as a financial options available for MSMEs growth.
To highlight this mega development–we created statewise PR campaign and the target was niche publications (National financial and mainlines media, regional and trade media)concerned with MSMEs, finance. Also through this initiative leverage India Factoring’s commitment for Indian MSMEs. Planed select round tables even1-1Interviews with the spokesperson.
Creation of brand name in Indian and well accepted by media. Some people have now acknowledged the role of Factoring for the growth of MSMEs. 3 years Public relations resulted in 100+journalist interactions and generated over1000+ articles highlighting the need for Factoring.
