Motive: Establish NirogStreet as a global start-up working towards empowering the Ayurveda doctor’s community and making Ayurveda the first call of treatment across the globe.
Impact: Impactful storytelling on national and international media platforms along with various community connect initiatives helped the brand in claiming category leadership
Overview
NirogStreet, a pioneering force in the Ayurveda healthcare ecosystem, embarked on a transformative journey to make Ayurveda the primary choice for holistic treatment worldwide. NirogStreet faced the challenge of revolutionizing the perception and adoption of Ayurveda in an increasingly proactive healthcare era. The objective was to position NirogStreet as a trusted platform and drive the Ayurveda Revolution by transforming the Healthcare industry through technology and collaboration.
Strategy
An effective start-up PR strategy was devised to highlight the inspirational story behind the inception of the brand. Founder’s profiling in leading national and international media helped in cementing the investor’s and stakeholders’ perceptions. An aggressive funding PR at various stages covering the entire start-up and business media universe positioned the company as one of the fastest-growing Ayurveda tech start-up. A unique storytelling approach was adopted during the Covid pandemic to fuel the need for natural and Ayurveda-led solutions for preventive and holistic wellness. Leveraged the brand’s association with Ayurveda doctors to set narratives amongst the health-conscious population around various health issues and their effective cure via Ayurveda. Trending stories around various health days and issues were published across India and other geographies to support NitrogStreet’s efforts in instilling trust in Ayurveda and its practitioners.
Impact Generated
Key Communications efforts yielded remarkable results, garnering quality coverage in national and international media. Large format stories in publications such as Forbes, The Economic Times, Business Today, Mint etc. helped in showcasing the brand growth in Indian and international markets. A mass media approach resulted in impressive messaging via regional media across 67 cities in the country. Digital PR targeting over 300 health and wellness journalists highlighted various trending topics in Ayurveda and established a closer connect with the public at large. Additionally, the global recognition from various world-class organisations, mention of the start-up in Prime Minister Modi’s Mann ki Baat programme, and inclusion of NirogStreet in successful start-up case studies at international think tank platforms further fuelled the brand acceptance as a category leader.