The project Hiranandani Parks (formerly Hirco Palace Gardens) at Chennai had been stalled due to excessive delay in delivery of flats and dispute within the family. The buyers were left without any concrete information or status. There was a lot of bad press. Dr. Niranjan Hiranandani, CMD of Hiranandani Communities, bought the Hirco Palace Gardens project through bank auction and re-launched it with better amenities and offerings as Hiranandani Parks, which need a major media overhaul. Meanwhile, the launch of Hiranandani Signature, the company’s International Financial Services Centre at Gift City Gandhinagar, was being overshadowed by the inauguration of BSE International Trading Centre in the same SEZ by the PM. This too needed a well crafted media strategy.
Challenge
Strategy
Regarding the launch of Hiranandani Parks, the agency advised on a meet-the-press program formally with the CMD. The presser with the Chennai media was being held after a long hiatus. The brief to the client was to update on the status of Hirco Palace Gardens and the court judgement, transition from Hirco Palace Gardens to Hiranandani Parks, and re-launch, handing over of flats and new offerings and amenities. The entire Chennai media was invited for the press meet at ITC Grand Chola. Since, Hiranandani Signature had no or very limited scope to be covered during the PM’s visit, the brief from the client was to create brand visibility for Hiranandani Communities across all critical media and showcase Hiranandani’s contribution as the builder of India’s first International Financial Services Centre. The plan involved a press tour/preview of the site couple of days before the actual launch, inviting all Ahmedabad / Gandhinagar and select media from Mumbai for the preview, and also use the opportunity to explore couple of in-depth magazine stories.
Impact
The Chennai media event was well attended. Leading financials, mainlines and language publications along with TV channels and trade press participated. The ensuing coverage made sure that the lack of information on Hiranandani Parks was covered and the negativity removed with positive messaging. The CMD became a symbol of assurance for the stalled project. At Gandhinagar, the announcement generated interest in the banking & financial field at international level, and coverage across all key national print media, regional dailies, business magazines, online and electronic for the pre-inauguration drive.
I would like to take the opportunity to thank team Perez for all the support extended and service rendered for PR assignment in Chennai. I look forward to longer engagement. Team Hiranandani sincerely appreciates Perez team for partnering to achieve great publicity and recognition for its ambitious project ‘SIGNATURE
Ritika Shah
AGM – Corporate Communication & Marketing
Hiranandani Communities & Group