Establishing Interwire Internet Services Company as a Leading Internet Exchange in India
“The Company”
Industry: IT/Telecom/Infrastructure
Sector: International Interwire Internet Exchange Company
PR Objective
- Category Building
- Thought Leadership
- Service & Product Awareness/Education
Project Summary
The COVID-19 pandemic significantly disrupted the global economy, causing many businesses to shut down or adopt work-from-home policies. This shift led to a dramatic increase in internet data consumption in India, reaching an unprecedented 756 Gbps. Recognizing the critical need for robust internet infrastructure, “The Company,” the world's leading Internet Exchange operator, appointed ElleQuinn Communications to raise visibility around internet user behavior, data usage, and the importance of internet exchanges in India.
Strategy and Execution
ElleQuinn Communications swiftly implemented a strategic PR campaign for “The Company”to address the objectives:
1. Rapid Media Outreach:
- Within 24 hours, ElleQuinn scheduled interviews with all CAT A business publications, including The Times of India, Economic Times, Business Standard, Hindu Business Line, and PTI. This quick action resulted in extensive coverage across print and digital media platforms, demonstrating the company's agility and efficiency.
2. Trade Media Engagement:
- Following the initial outreach, ElleQuinn conducted a targeted trade media campaign, placing authored and thought leadership articles as well as a press release with statistical data in top tech trade publications.
Impact
ElleQuinn’s proactive approach resulted in significant outcomes:
1. Extensive Media Coverage:
- Achieved wide-ranging coverage across major business and trade publications, both print and digital.
- Highlighted the role of “The Company” in managing increased internet data loads and its importance as critical infrastructure in India.
2. Thought Leadership:
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Positioned “The Company” as a thought leader in the internet exchange sector through strategic placement of articles and expert opinions.
3. Brand Visibility:
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Enhanced the brand presence of “The Company” in India, making the company a key reference point for stories on internet usage in sectors such as CDN tools, gaming, and OTT.
Long-term Partnership
What began as a project evolved into a fruitful relationship that continued for three years, reflecting the enduring success of the collaboration between “The Company” and ElleQuinn Communications.
Through swift action and strategic media engagement, ElleQuinn Communications successfully elevated the profile of “The Company” as a leading Internet Exchange in India. The campaign not only increased brand awareness and thought leadership but also educated the market on the vital role of internet exchanges.
