Modi Naturals - Promoting Health and Expanding Product Lines

Project Type

Corporate & Consumer PR

Date

Jun'21-Feb'22

Ask:

Modi Naturals, a listed FMCG company, needed to promote its established brand, Oleev, while also launching new products in the snacking segment and introducing a new brand, Pipo, focused on popcorn. The PR strategy needed to cover both Ready-to-Eat (RTE) and Ready-to-Cook (RTC) segments. The challenge was to position Oleev as a healthy alternative in the FMCG market while successfully launching Pipo and increasing product visibility across tier 1, 2, and 3 cities.

Action:

Developed and implemented a comprehensive PR campaign utilizing both regional and national media to maximize visibility for both Oleev’s existing olive oil products and new launches, including peanut butter, pasta, and Pipo’s popcorn products.
Strategized the promotion of Oleev by securing features in health and wellness publications and exclusive content in major national media, highlighting the brand's commitment to health.
Coordinated a celebrity collaboration for Oleev, consulting on the specifics of the partnership, including social media posts, stories, interviews, and recipe features.
Launched Pipo with targeted PR efforts, ensuring widespread visibility across diverse media outlets to establish it as a leading brand in the snacking segment.
Established a special partnership with a nutritionist to further promote the health benefits of Oleev products, while consulting on product packaging strategies for seasonal gifting to enhance market appeal.
Regularly strategized media placements, explored different placement avenues, and maintained consistent coverage to keep both Oleev and Pipo in the spotlight.

Achievement:

The PR efforts successfully positioned Oleev as a leading healthy choice in the FMCG market and established Pipo as a strong contender in the RTE and RTC segments, contributing to a 150% increase in stock value over six months.