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It is always a sweet moment when you get recognized for the quality of your work by the most prestigious jury. It was a moment of pride for Team Pumpkin as they picked up not one but two Bronzes at the Abby Awards held in Goa earlier this month. The Abby awards are veritably the Oscars as far as the advertising world is concerned and to get two awards for PR campaigns was no mean feat.
Let us take a look at the campaigns for Mamaearth and CricBuzz which won them these incredible awards.
Bringing the Mamaearth brand story to life
The background behind this targeted PR campaign was to raise the brand visibility of Mamaearth, a digital-first D2C brand in the beauty and skincare segment. The brand was built on the premise that the products would be 100% toxin-free and safe for use. The brand was focused on using natural ingredients and employing environmentally friendly processes and recycling the packaging. The fledgling brand was a modern-day David fighting against the established Goliaths in the sector. It was a story that was waiting to be told. The world had to know what the brand stood for and this is what the campaign aimed to achieve.
Team Pumpkin built a team of PR strategists, Media Analysts, Event Coordinators, and Content Experts to create PR profiles for the founders and the brand, ensure skillful product placements and manage influencer collaborations. The actress Shilpa Shetty was chosen as the brand ambassador. Carefully curated content was placed in several high-profile media portals to give the brand the publicity it deserved.
The results were mind-blowing with over 1 billion digital impressions and over 150 media coverages with over INR 3 crores of media value. It became the fastest Indian Brand to clock Rs 100 crores and Mamaearth became a household name, popular for its safe toxin-free products.
Recasting CricBuzz in its New Avatar
CricBuzz was just another website that provided live cricket news and scores. This was how the brand was known till they engaged Team Pumpkin for an image overhaul. The objective was to reposition CricBuzz as an original cricket OTT platform for its advertisers, partners and audience.
Team Pumpkin and CricBuzz came up with an idea to do a PR launch of a unique 20 episode web series – “Spicy Pitch”, featuring India’s top 20 cricketers with their families for a candid interview revealing funny, tragic and even embarrassing anecdotes of their journey so far.
This would allow audiences a sneak peek into the private lives of their cricket idols and understand and appreciate the support system behind these successful cricketers and their incredible journey. The web series was a super-duper hit with the cricket crazy Indian audience which is always craving for more.
The results of the CricBuzz Spicy Pitch PR campaign were stupendous. The campaign got over 250 coverages in 8 languages with over 2o million views and 2 million INR worth of media value.
Wrap Up
The success of both campaigns can be attributed to the meticulous planning, excellent formulation of strategy, perfect timing and placement and flawless execution by all the team members concerned. The secret to the success of an excellent PR campaign lies in a deep understanding of the brand and its business, values and raison d’etre, building on its strengths and weaving a seamless tapestry that can highlight its achievements and make it visible to a large audience by leveraging the power of media.
Over the years, Team Pumpkin has added several feathers to its much-decorated cap and these Abby awards are the latest ones to adorn it. To know more about Team Pumpkin and the wonderful work they do for various brands, you can visit https://teampumpkin.com/