Diamond Power, one of India’s largest and truly integrated power transmission & distribution equipment manufacturer, wanted to do a QIP campaign. The challenges were not only to highlight its product portfolio but also to establish its brand equity as a company that could deliver healthy returns to prospective investors.
For a QIP it is essential to communicate three things: the industry’s future prospects, the strength of the company’s product portfolio and the stability of financial returns in the long term. In the subsequent campaign strategy we decided to leverage the company’s products across the power T&D value chain and club them with a corporate and financial campaign.
The campaign of ‘transforming power, distributing growth’ struck the perfect balance and was rolled out with a multi-pronged media strategy. A series of full page corporate advertorials were released nationally along with a financial campaign whereby we got experts to speak on the financial strengths of the power T&D industry. The campaign was also reinforced with TVCs on financial channels like CNBC TV.