Indian PR and Corporate Communications Award 2010

Category: Best use of PR in the entertainment, sports and lifestyle sector – Agency
Period of work: July 2010 – December 2010

Concept
Kingdom of Dreams is a unique initiative by The Great Indian Nautanki Company, a joint venture between Wizcraft International Entertainment, India’s foremost Entertainment and Communication Company and Apra Group of Companies. This ambitious concept aims to offer theme-based entertainment experiences of exceptional standards and promote Indian culture to Indians and visitors from across the globe.

Ideally located in Gurgaon at the apex of the golden triangle of Jaipur, Agra and Delhi, the ultimate entertainment and leisure destination brings to life a blend of India’s art, culture, heritage, crafts, cuisine and performing arts, all with the technological wizardry today.

The PR campaign was devised to meet the strategic communication needs for Kingdom of Dreams and build the wow factor for India’s first live entertainment destination.

Need
PR Pundit was assigned the task to mount an impactful PR campaign to launch Kingdom of Dreams as India’s first live entertainment destination, introducing Culture Gully - a unique Indian boulevard of  exotic food, art and culture; and Nautanki Mahal - a dynamic state of the art theatre showcasing world’s biggest Bollywood themed cinematic and theatrical musical extravaganza, Zangoora.

The consultancy was required to play a key role in maximizing visibility in the media to build appeal for Kingdom of Dreams and attract visitors from Delhi & NCR immediately, followed by in-bound travel to the capital.

Idea
A comprehensive proposal was presented clearly outlining a detailed pre-launch, launch and post-launch plan, accompanied with creative idea's to highlight the destination and experience provided.

A phased PR approach was adopted for soliciting multiple editorial opportunities to launch and profile Kingdom of Dreams to shape popular appeal. The idea was to draw attention to this distinctive concept and the entertainment formats as they open. PR Pundit began the exercise by developing an informed group of media by exposing them to the Kingdom of Dreams experience.

Execution
The buzz began for phase one of the opening with influencing senior editors and writers for curtain raiser features on Kingdom of Dreams and Culture Gully by organizing experiential visits and shoots. This proved to be a highly successful strategy as opening stories were secured in all key titles to time with the launch. A special 9 minute feature was initiated on BBC World News – India Business Report, 20 days prior to the launch and was aired on the opening day.

This was followed by organizing a press day before the customer launch by inviting media including lifestyle, features, travel, trade, décor and business for a comprehensive property tour and interaction with the senior management. Credible media like Hindustan Times, The Times of India, The Hindu, Business Standard, India Today, among others prominently carried stories on this unique concept.

Momentum was raised by exploring special features on the destination in travel and architecture magazines highlighting the creative geniuses behind the dream. Invited food critiques of dailies and food shows, impressed them with sample fare and established Culture Gully as a gourmet paradise.

Second phase of the campaign focused on the opening of Nautanki Mahal, showcasing India’s first and world’s biggest Bollywood musical. Media contact programme was established for big ticket features on India’s live entertainment treasure being unveiled. The consultancy generated awareness by supporting the on-ground activation programs and  flash mob activities organized in popular destinations around the capital; wherein select media both print and national television were invited to cover sneak peeks of the broadway style show, a week prior to the opening. The tactical approach involved organizing a red carpet first preview of the musical at the state of the art theatre for media and their families only. Brand stories and large reviews were featured across media by coordinating interviews with the actors and directors; also organizing exclusive backstage tours.

PR initiatives also helped establish Zangoora starcast as the first in India to be a part of this phenomenon through radio chat shows, participation in news channel campaigns, appearances in important city events like Wills Lifestyle India Fashion Week etc. Special segments on leading news channels were secured for particular stories. Destination was exploited in magazines and news channels through location courtesy shoots for entertainment specials and fashion shoots. A special eight page feature and shoot was coordinated in Men’s Health magazine on how the cast of India’ first broadway style production redefine fitness.

Results

The communication campaign enabled:

• To establish Kingdom of Dreams as India’s first live entertainment destination in India, filling the void that existed in terms of the expression of Indian art and culture

• Today, it is the new desired location for all star studded Bollywood events & occasions in India at the dynamic state of the art theatre

• Successful in creating a firm understanding and awareness about the unique entertainment experience with media and consumers

The opening month witnessed visitors from 800 people during weekdays to over 2500 people on weekends at Culture Gully. The targets for the launch period were met effectively due to the publicity generated for the brand. Wall Street Journal features a 6 minute video on the international portal with Viraf Sarkari’s interview on redefining entertainment space in India, which is still watched by readers regularly.

Zangoora, the gypsy prince, world’s biggest Bollywood themed cinematic and theatrical musical extravaganza continues to capture the imagination of everyone. This epic production has been featured across media through larger features on the concept, backstage, interviews with star cast and photo shoots. Delhi Times, for their anniversary issue which was a Bollywood special dedicated a page to Zangoora, India’s very own first Broadway in the capital.

Channels continue to visit Kingdom of Dreams for exploring stories on the sets, technology, location tours etc and provide constant visibility to the brand on a national level. Relationships with channels like NDTV, CNN-IBN, Star News, Aaj Tak have been strengthened for channel specific events, shoots and special features at the location. The NDTV Gadget & Guru Tech Awards will be held at Kingdom of Dreams in 2011.

PR Pundit successfully seeded stories on the new innovative concept of live entertainment destination in India with relevant media.  Over 10 crore readers & viewers were updated on Kingdom of Dreams through the stories generated.

The promotion also helped establish relationships with corporate house to organize big ticket events at Kingdom of Dreams for visiting delegates, international clientele, awards, launch conferences, speaker forums etc.

The impact of the campaign drive to increase awareness and profile of Kingdom of Dreams has been significant.  The press and PR activities continue to be executed perfectly to plan. Ultimately the proof lies in the results which for us are still rolling in, with a great response from the people and the right quality of press and exposure.