Launching Panasonic ZIVA Modular Switches
A high-impact digital PR strategy to launch the new economical
ZIVA series amidst the unique media challenges of the COVID-19 pandemic.
Campaign Overview
The Organic Expo 2020 was designed to be a knowledge platform to create awareness about organic farming benefits and educate the masses on its usage and outcomes. It served as a bridge between producers, marketers, and customers in areas with less irrigation and no chemical inputs.
Core Objective
Reducing costs, achieving sustainable productivity, and increasing farmer income through certified organic farming capacity development.
Diverse Sectors
Showcased organic aquaculture, fresh food, grains, essential oils, cotton, cosmetics, and consulting services.
THE HURDLES
Key Challenges
Multi-Day Attendance
Ensuring consistent media presence for all 3 days of the expo.
Session Coverage
Ensuring media attended and covered every individual educational session.
Print Space Crunch
Securing adequate space in print publications for comprehensive coverage.
On-Ground Logistics
Managing multiple media persons simultaneously on the ground effectively.
THE SOLUTION
COMPREHENSIVE PR STRATEGY
A mix of on-ground media activation and strategic content spinning to maximize visibility across all sessions.
On-Ground Activation
Farmer Education
Visual Spreads
Pre/Post Releases
01
Continuous Engagement
We invited media to attend all sessions organized at the Organic Expo for the full 3-day duration, ensuring no part of the event went unnoticed.
02
Unique Session Spins
Every session was given a unique “spin” to create news value. This resulted in great visual spreads in both print and online publications regarding organic crops and grains.
03
Farmer-Centric Focus
The content focused on educating farmers about organic harvest benefits and crop care, which resonated well with the regional media and audience.
Impactful Headlines
Wide-reaching coverage across top regional mainlines.
Dainik Bhaskar
Indore
"Bamboo Rice, Millets, Red Maize Attracting Organic Foodies"
– Highlighted unique organic products attracting visitors.
Indore Samachar
Indore
"Crowd Throngs Organic Fair, Awareness About Healthy Living Visible"
– Showcased the high footfall and public interest.
People’s Samachar
Indore
"Start of Organic Expo 2020: Focus on Kitchen and Terrace Gardening"
– Focused on actionable organic practices for urban residents.
Outcomes
Massive Reach & Engagement
78
Total Coverages
In just 3 days
3+
Days of Event
Sustained media presence
- Key Result Metrics
- Successful coverage by media both on-ground and post-event.
- Repeated coverage in top regional mainlines from different angles.
- Coverage in Indore Samachar, Dainik Bhaskar, Patrika, People’s Samachar.
- Concept well received by both media and general audiences.
Conclusion
The Organic Expo 2020 was a resounding success. Through strategic PR planning, we garnered a total of 78 coverages in a span of three days. Not only did top newspapers cover the event once, but they provided repeated coverage from various angles, amplifying the message of sustainable organic farming to a wide audience.
“The event successfully bridged the gap between organic producers and the market, driving significant awareness and engagement.”
Featured in Leading Media Outlets
