Use of PR
Client GSK
Brand Crocin
Agency Mindshare
Brief Crocin is the Xerox of its category and its tremendous saliency had become a double edged sword; doctors avoided prescribing it for fear of being viewed as having not prescribed a ‘proper’ medicine and consumers viewed it as lacking the efficacy of other ‘specialist’ brands. Everyone had heard of Crocin; we needed to make sure they were hearing about Crocin in the right way, in the right context.
Scale & Location
 Location/Platform: We activated every news network in the country and ensured that all coverage over the next 48 hours would feature the clip.
Each network also amplified the clip on their social assets, leading to a quick build-up of earned media – including some from very influential KOLs.
`We also got radio stations to play the soundbite repeatedly over the next two days.
And we did all of this at zero cost.
Cultural Context
 Location/Platform: We activated every news network in the country and ensured that all coverage over the next 48 hours would feature the clip.
Each network also amplified the clip on their social assets, leading to a quick build-up of earned media – including some from very influential KOLs.
`We also got radio stations to play the soundbite repeatedly over the next two days.
And we did all of this at zero cost.
Solution
 We had just been handed a glowing brand endorsement on national TV for free and there was absolutely no way we were not going to take full advantage of it.
We realized that in order to get as many eyeballs & eardrums on our brand as possible, we would need to ‘echo bomb’ the endorsement across multiple media channels, beginning with the TV news genre and moving on to social, radio and print.
Results:
  63 repeat broadcasts of the endorsement on TV between 3:30 and 10:30 pm on February 14th, 2015 – reaching 44 million unique viewers
13 KOLs tweeted & retweeted about Crocin giving us an overall organic reach of 34 million impressions
30 RJ ment
 Insights:
 Arvind Kejriwal is the Chief Minister of Delhi. In February 2015, he was also Delhi’s Great Hope- winning the State elections by a landslide. The eyes of the country would be on him during his swearing-in.
With the entire nation watching, Mr.K