Brand
IEEMA
Your Link to Electricity
Your Link to Electricity
IEEMA, India's premier association for electrical and industrial electronics manufacturers, had a big moment on its hands. ELECRAMA 2023 was returning after a four-year gap, a gap carved out by COVID-19 that had cost India's trade exhibition industry Rs 3,570 crore. Audiences had moved on. Attention had scattered. We needed to rebuild momentum from scratch, take the show beyond the usual industry bubble, and get everyday Indians, not just the global electrical ecosystem excited about what ELECRAMA represented for the country's energy future.
Campaign gallery
The idea
We built our strategy around making ELECRAMA genuinely local, and making IEEMA genuinely credible as India's foremost voice in electrical and electronics manufacturing.
Going hyper-local meant roadshows across 10+ cities, content in vernacular languages, and stories simple enough for a layman to understand while substantial enough for industry leaders to take seriously. Building IEEMA's authority meant thought leadership coverage, proactive industry pitching, Relationship Building Measures with key media, and introducing a first-of-its-kind recognition platform "Electraverse Spark Awards."
Execution
We ran a 360-degree media campaign across national, regional, and vernacular platforms simultaneously.
Roadshows across 10+ cities gave ELECRAMA 2023 a physical presence in markets far beyond Greater Noida, with each city generating its own localised press coverage. Press releases went out in 15+ cities across the 5-day event, each tied to a different story angle, from launch announcements to session highlights to business numbers.
On the national front, we secured coverage in Business Today, Economic Times, Business Standard, Times of India, Financial Express, PTI, ANI, Mint, The Hindu BusinessLine, and Deccan Chronicle. ET Energyworld ran thought leadership pieces positioning IEEMA's president as a voice on supply chain challenges and India's $130 billion electrical equipment industry target by 2030. Union Minister R K Singh's address at ELECRAMA on' India adding 200 GW of generation capacity in 9 years' became a major news moment we amplified across outlets.
Vernacular coverage landed in Dainik Jagran, Dainik Bhaskar, Amar Ujala, Punjab Kesari, and Kannada Prabha, ensuring the story reached audiences in their own language. One-on-one media interactions with IEEMA leadership and participating company executives kept story pipelines full throughout.
Results
- 1000+ total media coverages generated
- 1500 pieces of coverage through roadshows alone across 10+ cities, averaging 150+ per city
- 600+ pieces of mainline and vernacular CAT A coverage generated in just 5 days through 6 press releases
- 500+ journalists engaged across PAN India
- Business queries of close to $10 billion USD generated, $4 billion more than ELECRAMA 2019
- Footfall reached 37,500 with 700 buyers from 75+ countries
- 5000 spot walk-in business meetings generated directly through media visibility at exhibition stalls
- 65% increase in market share recorded
- Coverage split: 60% press releases, 40% profiling, 10% industry stories, 10% authored articles
- 0 negative stories across entire campaign duration
1000+
Media coverages
$10B
Business queries
37,500
Event footfall
