Case Study: Blue Star Ltd.Case Study: Blue Star Ltd.

Blue Star Ltd.www.bluestarindia.com

Launch of Energy Efficient Airconditioners

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Case Study: Blue Star Ltd.Case Study: Blue Star Ltd.

Client

Blue Star Limited is Indias largest central air conditioning company with over six decades of experience in providing expert cooling solutions fulfilling the needs of a large number of corporate, commercial and residential customers.

Brief Blue Star launched its new line of stylish room airconditioners with enhanced

energy efficiency for the residential segment. The objective was to build awareness and draw enough attention for the new product range through strong visibility in the media

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Case Study: Blue Star Ltd.Case Study: Blue Star Ltd.

Challenges

Blue Star has largely been a player in the central airconditioningsegment(institutional, B2B) with only limited presence in the consumer g ( , ) y psegment. It has only recently made a significant foray in room airconditioners.

The challenge was to generate a buzz around the brand, thereby supporting business growth.

Activities

Press conferences were held in four major cities Mumbai, Kolkata, Chennai and Hyderabad where presentations highlighting the energy savings and aesthetic features offered by the well engineered product range were made.

A press release was distributed in other markets and we proactively engaged with key journalists and provided them with the facts and features of the new product range.

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Case Study: Blue Star Ltd.Case Study: Blue Star Ltd.

Results

The company received excellent coverage in the general and business media, p y g g ,regional media, news portals and other online media, as well as extensive coverage in the industry and trade media

Coverage was received in 19 print titles (Hindu, Hindu Business Line, New Indian Express, Financial Express, Trinity Mirror, Andhra Jyothi, Gavkari and magazines like Corporate India, Architect & Interiors) with a total of nearly 7.5 million impressions and in various online news portals, over a period of four weeks

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Case Study: Blue Star Ltd.

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Case Study: Blue Star Ltd.

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Case Study: Blue Star Ltd.

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Case Study: Blue Star Ltd.

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Case Study: Blue Star Ltd.Case Study: Blue Star Ltd.

Thank You

www.pressmanindia.com

www.pressmanpr.com

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