CASE STUDY · 06 · FMCG · PR
A celebrity chef. An indigenous foods category. National coverage.
Mainline
press
Multi-language
Coarse grains category
Chef-anchored
campaign
The brief
A packaged foods brand with a portfolio rooted in indigenous Indian grains and traditional cooking wanted to spotlight the health and cultural case for coarse grains in the modern Indian diet. The campaign was anchored by a top Indian celebrity chef, with PR designed to amplify the chef's point of view across mainline, business, lifestyle and Hindi-language press.
What we did
We built a PR programme around the chef's editorial voice. Interview features ran in Outlook, Mid-Day and Times of India lifestyle. Hindi-language coverage anchored on Navbharat Times, Dainik Bhaskar, IBN7 and TimesNow Hindi — bringing the message into household-language press. Business coverage focused on the brand's category positioning in JioMart and Financial Express. The chef's quotes were ghost-edited to keep voice consistent across publications.
The numbers
Why it worked
Category PR — telling the story of coarse grains, not just the story of the brand — gave journalists a reason to write and gave the campaign a longer half-life than a product launch. The chef brought the authority and the audience; we brought the editorial discipline that kept the message consistent across 10+ outlets.
Brand and chef names withheld under confidentiality. Reference available on request under NDA.
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