Public Relations

(Integrated
Marketing
Communication)
Public Relations v/s Publicity
• Public relations (PR) is the practice of managing and disseminating information from
an individual or an organization (such as a business, government agency, or a
nonprofit organization) to the public in order to influence their perception.

• Public relations (PR) and publicity differ in that PR is controlled internally, whereas
publicity is not controlled and contributed by external parties.

• Public relations may include an organization or individual gaining exposure to their

audiences using topics of public interest and news items that do not require direct
payment. (earned media)
 Practo
Reputation Management
Practo was perceived to be just a digital interface connecting doctors
and patients. They wanted to be known as a disruptive, global, one-stop
solution for all healthcare needs - ‘Your Home for Health’. Archetype
drove a focused message - ‘Practo revolutionising the Digital Healthcare
segment, connecting diverse providers and patients on a single
platform’

Drove shift in media sentiment –

Perception in 2016: Unquestionable Market leader in the digital
healthcare space, Impact Creator and Problem Solver
To
Perception in 2018: Digital Healthcare platform for diverse
healthcare needs, Globally-connected interface for patients and
providers

Awards and Recognitions:

 CNBC TV18 Entrepreneur of the Year award
 Forbes 30 under 30 - most Impactful Entrepreneur
 Pitch top 50 brands - announced as ‘The Disruptor’
 Fortune’s 40 under 40 promising businesses
 Economic times 40 under 40 - India’s hottest young entrepreneur
 Pitch top 50 brands - announced as ‘The Disruptor’
Max Healthcare Massive media trial begins, Max

Pre-Term Twin Baby Hospital declared guilty

Controversy Callous commentary by

political leaders add to
• 2 extremely pre-term (22 weeks) foetuses
Within a week, the State decided to cancel the hospital’s license on 8th public outrage
December.
delivered at Max Hospital, Shalimar Bagh. Of
these, one was still born and the other showed
extremely faint signs of life at birth. The baby’s 3-PRONGED APPROACH
vital signs further dropped and he was declared
dead. As per medical protocol, both bodies were - Real-time media responsiveness
clinically packaged to prevent infection and
handed over to the family. A few hours later, the - Evangelize influencers for a balanced narrative around guidelines
baby’s vital signs revived (a rare medical
miracle) and he was re-admitted to a nearby - Educate stakeholders about medical aspects of the case
hospital by the family. The family members Result: Shift in narrative
subsequently alleged medical negligence by OUTCOME
doctors at Max Healthcare.
Shift in perception and narrative: 70% media stories turned neutral and
• Even before requisite medical inquiry could be 90% stories correct for factual inaccuracies
conducted:
Achieving balanced opinions through interactions with editors
• A massive media trial began and Max Hospital
was declared guilty Introduction of clinical guidelines with IMA through policy and
practice level engagements
• Callous commentary by incumbent State
Government, Police and Political leaders added
Patient inconvenience stories seeded in media to tackle callous license
to public outrage
cancellation
• Doctors were booked for criminal charges for
medical negligence
Hospital resumed operation post a stay order on license cancellation
FROM BIASED DEBATES… …TO BALANCED DEBATES INFLUENCER OUTREACH

REPUBLIC NEWS MIRROR NOW NDTV

ZEE NEWS TIMES NOW INDIA TODAY

SHIFT IN
NARRATIVE
 Issue Management
Single-use vs Multi-use plastics
In the wake of anti-plastic sentiment driven by PM Modi’s announcement of
eliminating single-use plastic by 2020, there was a clear lack of awareness
around the differentiation between single use and multi-use plastics, with all
plastic being perceived in a negative manner.

The Agency designed a multi-pronged campaign, ‘NotAllPlasticisSame’ to

sensitize the key stakeholders and general public-at-large, around the fact
that while a ban on single-use plastic may be the need of the hour, there are
many other forms of plastic that are integral to our lives, are not bad, and
therefore efforts should be made to ensure that not all kinds of plastic are
painted with same brush.

Sensitization of media and other key stakeholders like

Parliamentary Standing Committee members, other MPs and
MLAs through neutral forums with leading plastic experts of the
country and tools like RTI
Difference between single-use and multi-use plastics became a
topic of conversation
High-impact media stories in leading publications
AGENDA
Momo Mia case study

Running an influencer campaign

Toolkit
Momo Mia case study
CONTEXT

A disruptive product. Momo Mia, India’s first

Momo Pizza by Pizza Hut
• An epic combination of cheesy delicious pizza surrounded by juicy momos
• Available for limited time only to create brand affinity amongst Millennial minded
customers

A campaign of epic proportions….

• Bringing together two of India’s most favorite food items is no mean feat
• Momo Mia deserved a campaign that did justice to the innovation behind it and fires
up netizens everywhere to try it

Multiple challenges…..
• The biggest roadblock was our QSR category itself that thrives on launching food
items every single day - Pizza Hut launching a new pizza was no big deal for
consumers – but we wanted to make it one!!
• The second big challenge was the limited availability of Momo Mia – it was
scheduled to be in stores only during October and November 2021. Therefore, we
had to do the build-up, commence the campaign and generate maximum visibility
within Oct 2021 itself to drive as much trials as possible
• The Oct-Nov timing was also challenging owing to the festive season which meant
every brand was aiming for eyeballs through big budget, high decibel campaigns
with mega celebrities - on the other hand, we had limited budgets, limited time frame
and no celebrity face. This meant that the campaign had to be powered by sheer
creativity and on-point implementation.
STRATEGY
Creative ideation
A kick-off shrouded in mystery…..
• To generate pre-launch buzz, we came up with the idea of using third-party social media handles
which subtly signal a connection to Pizza Hut without being a dead giveaway
• We chose Zomato’s Twitter and Instagram handles as it is India’s most followed food account to
start a Momo vs. Pizza debate
• A selection of India’s best influencers then chimed in and divided themselves into Team Momo vs.
Team Pizza, and it was game on!
• A fun banter ensued amongst a band of followers, ending with a cheeky social media post by Pizza
Hut that something Epic is coming soon to end this debate!

An unexpected reveal…..
• Unboxing videos by Unexpected Reviewers – For the launch, we roped in influencers across
Film, Gaming, Tech and Comedy & Food genres instead of the usual crop of food influencers.
• ‘Why Pick When You Can Epic’. The unique theme resonated strongly to create a massive ripple
effect in the form of hundreds of organic reviews, comments and reactions from followers who too
wanted to try Momo Mia
• We responded – Mapped all these comments and sent a Momo Mia pizza to everyone who
wanted to try it, leading to a second wave of massive visibility across social media platforms –
entirely for free!!

An action-packed juggernaut rolling on and on…..

• As Momo Mia continues to sizzle on the internet, we are collaborating with new age media, leading
chefs, Momo experts and food bloggers for a Momo Mia “Stamp of Approval” series wherein they will
be reviewing the product and give their opinions on social media.
 STRATEGY
1 The new mystery in town….
MOMO Vs Pizza FACE-OFF – started by
the India biggest food page ‘Zomato’ on
their social media handles
And the internet was hooked….
2 Unanticipated slices of action….
Unboxing by Unexpected – Film, Gaming,
Tech, Comedy and Food reviewers
unboxing, reviews and reaction
Reaching audiences in unexpected ways….
3 Buzz that refuses to die….
Next level fandom– Making Momo Mia viral
without spending any dough!!
Food enthusiasts, Momo experts, chefs join
the action to review the product
EXECUTION: PRE-LAUNCH

The post that started it all…. And led to an EPIC Pizza vs Momo debate on social media……..
PRE-LAUNCH
The battle lines are drawn - Team Momo vs. Team Pizza

For Team Pizza For Team Pizza For Team Momo For Team Momo
EXECUTION: LAUNCH
The who’s who of social media are bowled over by Momo Mia!

Rajeev Masand Ayush Sapra Satshya Tharein Naveen Richards Pranav Sapra

Unboxing by
Unexpected – Film,
Gaming, Tech,
Comedy and Food
reviewers unboxing,
reviews and reaction

Reaching untapped
audiences in
unexpected ways….
Mallika Dua Shivesh Bhatia Akshar Pathak Pooja Dhingra
LAUNCH
And get their Celebrity followers talking too!
MEASURABLE RESULTS

60 Influencers
24M Reach
3.7M+ Engagement
MEASURABLE RESULTS
The Momo mia! wave washes over the Internet!

2.2M+
engagement generated
ORGANICALLY

No money was spent by the brand on these posts.

They are a result of the influencer campaign which led

to other influencers, new age media houses and
consumers to do organic reviews of Momo Mia on
their own social media handles and jump in on the
trending Momo Mia chatter online!
MEASURABLE RESULTS
Ladies and gentlemen….it’s a viral pizza!!

The tastiest word cloud ever

across social media channels

Everyone everywhere
was googling Momo Mia!
MEASURABLE RESULTS
Pizza Hut enjoys the highest Share of Voice in QSR
segment
40.00% 37.79%
35.00%

30.00% 27.55%

25.00%
21.63%
20.00%

15.00%
11.87%
10.00%

5.00%
1.16%
0.00%
Engagement
Pizza Hut Domino's KFC McDonald's Burger King

Engagement here refers to the total number of public shares, likes and comments in response to posts on social media platforms
such as Facebook, Twitter, Instagram
MEASURABLE RESULTS
Powerful awareness generation
Spot on Highest trials by Millennials and Gen Z
who are key growth drivers of Pizza Hut
targeting
Pizza Hut Momo Mia consumer
Age Years

41%
consumer profile profile
18-24 29% 39%
25-34 45% 38%
35+ 26% 20%
Others 3%

A perfect topping YouTube and Social media were

the top awareness drivers
of the audience was ALREADY
AWARE of the product of influencers on First seen Secondary source
BEFORE entering the store.
Compared to 17% seen earlier for Pizza Hut’s
the right base YouTube 21.8 42.1
disruptive product – Wicked Black pizza Social media 20.3 36.5
OTT platforms 12.2 32.0
Print 8.6 50.3
Word of Mouth 1.0 29.9
SMS or Email 1.0 15.2
Radio 0.0 9.1
MEASURABLE RESULTS
Customers kept coming back for more….

45,000 60%
• 52% Momo Mia sales were from
52%
40,000
50%
first-time customers
38,103
35,000

30,000 40%
• 22% customers placed repeat
orders at Pizza Hut in the same
25,000
30%
20,000
22% month
15,000 15,973 18% 20%

10,000
12,781
• >26% inactive customers started
8% 10%
5,000 6,100
ordering again from Pizza Hut
- 0%
New
New Existing
Existing Active Lapsed
DormantWinback
Winback Dormant
LapsedWinback
Winback

Momo Cust % Momo Cust

*CRM Data Oct’21, New Users: No previous transaction in Database, Lapsed win-back: no transaction in 6-12 months and Dormant win-back: no transaction in > 12 months
MEASURABLE RESULTS
Sales went off-the-charts…..
ADT
Highest sales ever 2021 2020 2019

since 2019 were 130

120 115
122
114 111
generated during 110 103 107
100 108 104
90 100
96
the campaign 80
70
90

72
91

75
81 80 83
88

duration 60
50
Wk 42 Wk 43 Wk 44 Wk 45 Wk 46 Wk 47

Momo Mia Range Sales Mix

• Healthy sales mix across dine-in, delivery and takeaway making
Momo Mia an all-round hit Dine-in 7.8%

Delivery 11.1%
• Highest spike in delivery which is a focus area for Pizza Hut
Takeaway 10.0%
• Personal size Momo Mia drove the numbers (40%) fueled by new
customer trials which are critical to long term brand adoption Overall 10.%
More Momo Mia action!
The reaction to the product and the campaign was
so stupendous, that the brand chose to continue the
campaign and extend Momo Mia’s availability in
stores all the way to first quarter of 2022
In Phase 2 of the campaign, we are roping in India’s most followed
new age platforms like ScoopWhoop OK Tested, Momo experts and
celebrity chefs to review Momo Mia on social media
Over 10 coveted industry awards including SABRE South Asia and counting…….