Blue Star is India’s No.1 central airconditioning company, family owned, professionally managed with high standards of corporate governance and listed on the country’s major stock exchanges. Largely focused on projects. Blue Star had a very small share of the consumer airconditioning market and was generally seen as ‘another’ airconditioning company. Pressman’s challenge was to raise the company’s profile and draw attention to the company’s huge technology and project skills and generally improve its image in the industry, government and the general public.

Pressman’s strategy was to emphasise the key strengths of Blue Star which lay in its technological and project management expertise. The strategy was to focus on generating a buzz around the brand and the core messages of quality, competitiveness, reliability and legendary after-sales service.

Pressman focused on cost effective media relations, supported by a well researched media and industry commentator database, and undertook a well planned programme involving press meets, facility visits, one-on-one interviews with key mainline, industry and trade media.

A creative approach to developing stories and features was adopted wherein high profile projects (major airports, government buildings, large 5 star hotels) were featured. The human and engineering elements in these projects were highlighted (number of man-hours, kms of piping, etc.) to correlate a well known landmark with the vast expertise that went into handling the complex airconditioning challenge.

Working closely with the two Harvard educated brothers at the helm of the company and its highly motivated management team, Pressman has been able to deliver remarkable results. Blue Star is a household name in the country even though consumer products form a very small fraction of its overall sales.

The Company has maintained its strong leadership position in central airconditioning in the face of both existing and emerging competition and has been able to increase market share in most segments. Blue Star is regarded as one of the most admired companies in the country and has consistently enjoyed high investor and analyst following.

Pressman’s role has transcended much beyond that of a public relations agency and there is a strong bond of shared values and partnership with the client. The nearly two decade association serves as a brilliant example to demonstrate that with good understanding of the clients business and client support, it is possible to build a vibrant image for an industrial, largely B2B company.