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Godrej PRmoment India 30 under 30- 2017 Game of Communications

OR YOU DIEWHEN YOU PLAY THE GAME OF THRONES YOU EITHER WIN

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Radhika Banta Senior Account Manager

Born under the Suns and stars on August 29th, 1987

Open MindsHouse Creation (Since Oct 15, 2015)

"I am the fire that burns against the cold and fights against the odds."1 year 5 monthsHouse Avian Media (Since June 1, 2010)5 year 4 months

9920038312

Radhika.Banta@creation.ioI am the khaleesi from House Creation, the driving force responsible for strategic planning, visibility and impact for key accounts and PR mandates. I am the breaker of hygiene where I ensure to go beyond the obvious with distinct plans and eccentric ideas for each client activity while remaining aligned to their business objectives and in the end, evaluating results against them. I believe its important to know and understand the clients competitive landscape and industry sector thoroughly, and strive to gear up my team to share the clients vision. I, rider of dragons and the slayer of crisis, have learnt to anticipate challenging situations and being ready with solutions before the crisis hits the ground. Having worked in both Delhi and Mumbai, I share a strong relationship with key media in both cities and continue to build it further targeting to acquaint at least one new media influencer each month.

E-1504, Royal Classic Building, Andheri West, Mumbai

In a short span of 6 years, I had the opportunity to work on some of the BIGGEST brands across verticals EntertainmentHospitalityAutoecommerceConsumer

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Radhika is a very committed PR professional and ever since she came on board for Star English Cluster, we started seeing results. What really works is her passion for the brand and sincere dedication towards achieving the set goals. It has been a pleasure working with her. Mayuresh Wadke, AVP, Marketing Star World Premiere HD, Star India

Once you entrust Radhika with a responsibility, you can rely on her for not only the end to end management but also to add significant value with her insights and deep rooted knowledge and experience in PR. You can trust her to take up challenging tasks and work around all constraints to deliver results. Komal Mishra, Marketing Manager English Entertainment Channel, Star India

It is imperative to have a team leader like Radhika who not only thinks outside the box but is also able to turn things around. Dedication in her work is commendable - she has got Sula Vineyards and SulaFest some great media opportunities and connections that highlight our value proposition and brand personality and most of all she has managed it efficiently and exceeded all of my expectation. A perfectionist at her profession, not to mention a delightful person to work with. Annie Fernandes, Assistant ManagerPR & Communications - Marketing, Sula VineyardsClient Testimonials

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Radhika is a thorough professional who not only knows her business extremely well but is also extremely capable of handling it with utmost confidence. Attention to detail and a no nonsense approach to work gives her a remarkable edge at the workplace. In addition to this she is a very capable manager and has learnt the fine art of deriving the best out of her colleagues. Shashikant V Someshwar, Managing Director, Creation

I was introduced to Radhika at Avian Media as an intern almost 6 years ago. I remember one incident particularly where I was stepping out for a meeting and had asked her to make coverage dossier for a brand. And after about a couple of hours, I received a call from her saying that shes done with the dossier and what should she do next. I was honesty stumped as it takes most people an entire day or more to finish that dossier and when I saw it, it was seamless. I told the HR the same day to hire her for my team.

I worked with her for over 3 years before I moved on and I can say with confidence that she is a self-motivated individual who strives to achieve the desired result in her tasks. She is a creative thinker and is adept at strategic planning that best suits the client requirements. I used to look forward to see her presentations and ideas. I can still count her to come up with some exceptional ideas for the brands.Managing DirectorScroll Mantra Private Limited

Employer Testimonials

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Met Business Goals: Led a strategic campaign to Create Channel Mindspace for Star World Premiere HD in India with the launch of Game of Thrones Season 6. Met business objectives of the client as the channel achieved No. 1 position at 10 pm slot for all the 10 episodes in English GEC category with our suggested approach for media as well as marketing. Also, the channel had the largest SOV in media with brand mention in news stories.

Built English Entertainment Category: Started my career in Delhi with consumer and lifestyle brands and built that experience for almost four years and then came to Mumbai two years ago to a new category altogether Entertainment. When I joined Creation, I had some experience in Entertainment but English GECs were a different ball game. I was one of the first team members to work on Star English Cluster and the only one with some experience in this category. In two months time, not only I shaped a team on the account but also built the category altogether. Reached out to media who were completely untouched by the English entertainment, created opportunities with new media, converted journalists to write on English TV shows, tapped the media who were doing movie reviews to do show reviews. This not only helped my channel but the entire category.

Led my agency to its first glory: Creation is a very young PR firm which started its operations only an year ago in India. With the Creating Channel Mindspace campaign I led Creation to its first glory as we were nominated at the prestigious SABRE Awards South Asia 2016 and went on to win the Certificate of Excellence for it. Apart from that at the internal Weber Shandwick awards (IPG Group), we went on to win four awards in various categories. This helped raise profile of Creation not only in the industry but also within the IPG Group.The three achievements

PR introduces a whole new world to a PR professional. A world of cultural and gender diversity, where even the most boring and unglamorous sectors come alive brimming with excitement. Here, one is able to showcase their ability to learn new skills and pass on the lessons to create a fresh bunch of communication professionals, where every day is a ceremony of uninvited challenges that make you stronger individuals. PR is just like Game of Thrones where the plot grips you with different characters who set unbelievable milestones to achieve their ultimate goals and strategise every move with precise planning. To build PR further, we need to create Brand Ambassadors and Case Studies highlighting the great work that is being done in the industry. There are many interesting PR campaigns like Always #LikeAGirl, The Autocomplete Truth, Are you Klaus-Heidi? which not only set the benchmark for the industry but also went viral with audiences around the world. But a layman resonates these campaigns to marketing initiatives or advertising not PR. And thats where the challenge lies, to make every layman understand the role of communications in driving such campaigns. Thats where our Brand Ambassadors, Case Studies and Thought Leaders come into the picture, to drive this message home in as simple terms as possible.

PR is so much more than media relations and coverage. We should expand our horizons, join hands with marketing and digital. And this is what the new generation of PR professionals should understand and carry forward.How would I do PR for PR

Top 3 campaigns /projects I would like to highlight

OBJECTIVE:Make Star World Premiere HD synonymous with Game of Thrones Season 6IN 2016,THE MOST ANTICIPATED SEASON OFTHE BIGGEST SHOW OF THE DECADEFOUND HOME IN STAR WORLD PREMIERE HDCreating Channel Mindspace for Star World Premiere HD

CHALLENGES:

NO OWNABLE CONTENT EXCLUSIVITY

Aired nearly 36 hours after international release; competing with digital platforms like HOTSTAR who made it available right after international launch

In effect All plots and twists are out before the Star World Premiere broadcast

WALL OF NOISE

Cutting through the massive volume of conversations around GoT organically generated, with our brand communication.

EVERYONE knew Game of Thrones and was writing about it but we had build that connect to Star World Premiere HD

NO EXCLUSIVE PR MATERIAL

No cast interviewsNo exclusive imagesInterview transcripts made availableafter international release

In effect No exclusive PR material to leverage

POOR BRAND RECALL

GoT Season 1-5 aired on STAR WORLD, followed by Season 6 on STAR WORLD PREMIERE.

In effect 2 channels from the same family, speaking to the same media universein close succession

A VERY SMALL MAN CAN CAST A VERY BIG SHADOW.

The APPROACH I took: Fuel, lead and own the conversations around Game of Thrones Season 6

WHAT I DID:SPECIFIC MEDIA TARGETINGCREATE NEW PR TOOLS INNOVATETHE HYGIENEPR TOOLSPROACTIVE &SUSTAINED MEDIA OUTREACHOPTIMIZE USE OF LIMITED PR MATERIAL

Use analytics tools to identify topGoT influencers across media universeMost vocal celebrities, journalists Publications carrying theories, contests

2. Mapped out their preference

Content

Style

Tone

3. Monitoring conversation and developing responsive content

Theories

Gossip bits from real time international releases

Excerpts from transcripts

SPECIFIC MEDIA TARGETING

CREATE NEW PR TOOLS SUGGESTED

Weekly Newsletters for media

Compiled the most interesting facts, trends, infographics memes

Emailers

Use of emailers to drive in and reinforce the show tune-in6 days| 6 emailers|

The memes used in one of the newsletters were hilarious and we decided to use them for a story.JHANVI

The newsletters introduced me to the world of GoT! The information was fascinating and led me to watch the series.

BARKHA

The facts and trivia mentioned in the newsletter were such an eye-opener!KAVITA

Which led to coverage and increased interest from media

OPTIMIZE USE OF LIMITED PR MATERIAL LED WITH CONTENT

2. Used episodic images as exclusive sneak-peeks

Released images to select publications before the rest of the media universe

Thus partnered with them to do episodic review.

Tapped NEW MEDIA and managed to get editorials on portals which usually charge like Scoopwhoop

3. Repackaged real time pegs released internationally

Culled out interesting pegs from international releases to make it relevant for domestic media

1. Used excerpts from the transcripts of cast interviews and crafted multiple stories

Selectively pitched stories to specific publications

INNOVATE THE HYGIENE PR TOOLS

1. Used show images to craft consumer contests

Eg. Look at the image, guess the season

Initiated Countdown contests

2. Created listicles using GIFS

Innovated content- created interesting storylines with GIFs Parenting lessons from Game of Thrones

3. Used celeb quotes

Identified celebs who are GoT fans and reached out to them on my own using personal contacts

When crisis hit us

1. The production house, HBO, accidentally shared a spoiler with us in a transcript interview of the cast.

2. They missed to mention that its not be shared with the media yet

3. We created a media peg with the transcript as something exciting was being revealed and shared it with IANS for a flash.

4. The peg was carried on almost all portals and one was picked up by an international news website which alerted HBO.

5.Then came the CRISIS before the spoiler hit everywhere in the world we had to get it removed from everywhere.

3. From 6:00 AM in the morning to 6:00 PM in the evening I personally made calls to each portal from the biggest to smallest and convinced them to remove the peg. Convincing IANS to take down the story was the biggest challenge.

4. This is where media relations and communication worked!

RESULT: We grabbed the throneFrom the word GO!Media*The channel was mentioned in all show led conversationsPR value with channel mention Rs. 81.72 croresNo.1 share of voice in the category right from mar16 to Jun 16Share of Voice for April was 49%1110+ clips across print & online with over 150% increase over average monthly channel conversations

*data taken from CirrusOverallNo. 1* at 10 pm slot for all the 10 episodes in English GEC category (*Tata sky zapper panel)Slot share at 55% across English GEC category HD category. Slot share 41% English GEC category SD+HD categoryHighest Time Spent Viewing in by in the slot in English GEC category. 30 minutes was the average Time Spent Viewing for 10 episodes.

Cracked a tough nut with Effective Planning and Creative Ideation FX, English Entertainment ChannelWhen I started working on FX, it marked the beginning of many firsts for me. My first time in a new agency, with a new team, on a new client and a new industry (English Entertainment).It was essential in this scenario to ensure basic PR deliveries while ensuring a steady stream of fresh ideas. Instead of feeling daunted after the first client meeting, I felt the adrenaline rush of a new challenge and opportunity to deliver something different and impactful. During the next two months, not only did I ensure seamless and efficient delivery of basic PR requirements but also set the bar high by getting media visibility for FX at par with the competition channel.

How it happened?I set up our objectives and the results to be achieved: Build awareness and curiosity about the brand by showcasing its distinctive brand philosophy (The channel is often confused with Fox and Fox Crime)Recruit new audience for the channel (as many are repeat shows like Mad Men)Build channel profile viz a viz competition

The challenge was to build a brand that hardly any media was aware of and to work with obsolete content. Apart from this, English Entertainment in itself is a challenging space as it constitutes only 5% weightage in a print publication and 7 other channels are fighting for that spaceI took it upon myself to not let any opportunity go, built good media relations in one months time, reached out to outstation media myself and did not depend on network/affiliates. I ensured that my team stayed motivated and at the same did not feel pressured. We created content from scratch as we had no access to celebrity interviews and no transcripts. Started reaching out to talents for engagement with our brand. I managed to convince stand-up comedian Papa CJ t to engage with media FX, free of cost.

In two months time, we were able to show results. Not only was our coverage was equivalent to competition channels but we had performed better with more show oriented coverage and not just listings (as per the Cirrus Report).

In our PR plans, we often suggest a lot of ideas to our client. However, we rarely get an opportunity to execute and deliver them to perfection. I stumbled upon one such opportunity when working on &pictures. The channel was airing the premiere of the movie The Lunchbox, a BAFTA nominated film that had taken critics by storm. Efficient and Impactful Execution, &pictures, Hindi Movie Channel

The challenge ahead us was that the movie had released almost a year ago and media was completely exhausted writing about it. The airing date was colliding with Valentines Day. I suggested that we get the customised Lunchboxes made for media and get it delivered. The idea took an eventful turn when client engaged with the Mumbai Dabbawalas. They were given the task to deliver love messages to husbands and sons across Mumbai. It was a complete 360 degree PR campaign as &pictures started trending on Twitter.Engaged with media with telecon interactions of Nimrat Kaur and created noise about the campaign by engaging with the A&M and trade media.It was a successful campaign as for the month of Feb, &pictures was leading in terms of media visibility in comparison to its competitors Sony Max and Zee Cinema.

Section CCoverage Snapshots/Jpegs

GAME OF THRONES COMMUNITY:

A THREE PAGE STORY IN HINDUSTAN TIMES FRONT + DOUBLE SPREAD

PICKED INFORMATION FROM NEWSLETTERS

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EXCLUSIVE ASSOCIATION WITH TOI.com FOR A WEEK-LONG COUNTDOWN F.O.CPICKED INFORMATION FROM NEWSLETTERS

PICKED INFORMATION FROM NEWSLETTERS

Premiere Announcement

Contests with key media

Trade Outreach

Trade - Green30

Transcripts and real time pegs

Large Format Stories

2 page story

1 page spread

2 page spread

Elaborate Photo Features

Coverage breadth ..bus regional dailies ,national 31

Mumbai MirrorHindustan TimesDNADeccan Herald

Mirror

Divya Bhaskar

Sandesh

New Indian Express,Jai Hind

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