NMIMS An educational institution with international standard. In competition with IIM, it has management programmes of global recognition. With an emphasis on the institution’s track record, top notch faculty, placement success and quality teaching methods, Paramin developed effective campaigns and concentrated on PR activities. Today, NMIMS is the most sought after business school, second only to the IIM.
CAMBRIDGE SHIRTS & TROUSERS Cambridge Shirts & Trousers : Twenty years ago when Ready-made apparels were looked down and facing customer resistance, Cambridge entered the market with lower-end economy ready-made wears. Involved in right from developing the logo to delivering acceptability to ready-mades, Paramin worked on Cambridge brand. The rest is history. Today, Cambridge is a brand to reckon with in middle class sector with a strong brand identity and high equity
Election Commission of India Product/Service : Voter Identity Card Briefing : Enthuse maximum number of people to come forward for their voter Identity Cards Approach : Instead of an umbrella approach the agency recommended area-specific promotion taking into consideration the profile of the people of that particular area. Capitalising on the attitudinal difference of a Malabar Hill resident and Dharavi resident, agency chose to exhort them differently. While one campaign played to the snob appeal of the upper class, the other educated the lower class about the importance of a Voter Identity Card. Whichever the way, the campaign paid off. The tagline “not just an identity… it’s a symbol of your entity” did touch the cerebral and emotional chords of the target audience.
State Blood Transfusion Council Client : State Blood Transfusion Council Service : Blood Donationappealing Briefing : Problem – Fall in voluntary blood donors Objective – Increase the number of voluntary blood donors Route : Agency recommended emotional route. Deciding to play to the hearts of target audience, agency created a campaign to the gratification received when a donor donates blood for a noble cause. With emphasis on the recent 26/11 terrorist attack in Mumbai, the advertisement underlined the ‘duty factor’ of blood donation. The campaign was a great success with a visible quantum leap in the number of voluntary blood donors.
Sales Tax Department The department was not active on communication front and was lagging in tax collection. Paramin pre-empted the situation and coaxed the department to spend a meagerly amount of Rs. 35 lakh on publicity and in return we assured them a bumper collection of Rs. 104 crore. The strategic campaign conceived, devised and executed by Paramin was so effective that the department collected Rs. 104 crore alone through its profession Tax Amnesty scheme; besides the regular collection of sales tax. A successful case study of how effective advertising pays. From Rs. 31,214 crore in 2007-08 to Rs. 34,389 crore in 2008-09, the revenue posted a growth of 10.4%.
IndianOil 5kg Campaign IndianOil launched new 5kg LPG cylinders in in neighbourhood stores – Super markets, Kirana shops, Filling stations While this was a welcoming move for the customers as it removes the hassle of registration, waiting period, address verification etc. But the question was how do we communicate this to our TG ? Also, the question was whether the 5kg would affect the off take of the regular cylinders So, how do we clearly differentiate their usage and make it play a add-on role in the customer life ?
Maharashtra State Electricity Board (Mahavitaran) Briefing: Mahavitran, erstwhile MSEB was very much in news for all wrong reasons. Build a positive image and bring in credibility to the corporation Action Plan: It all started with an effective PR Publicity comprising advertorial type full page advertisement, appeal to general public by the minister, anti-power theft campaign etc. An advocacy advertisement by Rahul Vaidya the star singer exhorting people not to resort to riots was result oriented and effective. Anti power theft campaign created and released by Paramin reduced the crime rate considerably ‘Akshay Prakash Yojana’ a branded promotion to conserve power has won accolades from the power ministry as well as the advertising fraternity. Campaign’s emphasis on the use of CFL bulbs was effective and people started using power-saving bulbs and gadgets, reducing power consumption resulting in the reduction in power-cut duration Besides, got the minister’s appeal converted into news and managed to carry it in around 153 publications in Maharashtra
IndianOil Launch of Ujjawala Yojana in South and West India In India, the poor had limited access to cooking gas (LPG). The spread of LPG cylinders had been predominantly in the urban and semi-urban areas with the coverage mostly in middle class and affluent households. But there were serious health hazards associated with cooking based on fossil fuels. According to WHO estimates, about 5 lakh deaths in India alone due to unclean cooking fuels. Most of these premature deaths were due to non-communicable diseases such as heart disease, stroke, chronic obstructive pulmonary disease and lung cancer. Indoor air pollution is also responsible for a significant number of acute respiratory illnesses in young children. According to experts, having an open fire in the kitchen is like burning 400 cigarettes an hour. Insight: Give respect and bring back dignity of women by surrendering your LPG connection. The Impact Media Mix: It was intensive campaign for three months using TV, Print, Outdoor and Radio with 70% spent on Television. The impact: The campaign saw a great success in evoking human emotions and crores of LPG users surrendered their connections for benefits of poor women. This campaign was very effective in south and west India.
Swachh Bharat Mission, Uttar Pradesh – Urban(Swachh Survekshan 2019-UP) Narrative description of Project : Swachh Survekshan (Cleanliness survey) is an annual survey of cleanliness, hygiene and sanitation in cities and towns across India. It was launched as part of the Swachh Bharat Abhiyan which aims to make India clean and free of open defecation by 2 October 2019. The first survey was undertaken in 2016 and covered 73 cities (53 cities with a population of over a million, and all state capitals); by 2019 the survey had grown to cover 4237 cities and was said to be the largest cleanliness survey in the world. Our campaign was aimed to bring behavioral changes among people of UP to see their city on top of the list in the Survekshan and feel proud of being associated with that city. Print Ads: 12 ads campaign – Mix of behavioral changes and informative clearly mentioning call for action.
Air India Digital Campaign #FlyTheChange Air India, the national flight carrier of India, a company that is synonymous to the history of commercial aviation in India. After failing to secure a buyer the brand found itself under a cloud of Negative sentiments caused primarily by two factors: – critical press – Diminishing online reputation due to abundance of negative feedback. There were three primary issues to be dealt with, in order to uplift the brand image: Negative Feedback Fake Identities Brand Content Synergy The Solution – #FlyTheChange It was resolved by all the stakeholders that instead of countering negatives online, we must channelize our efforts to spread positive facts about the brand. Instead of fancy lines, focus on facts that are promising.
