Blue Star Limited is India’s largest central airconditioning company with over six decades of experience in providing expert cooling solutions.Blue Star was celebrating completion of 60 years and Pressman had to formulate an extensive public relations campaign surrounding the achievement of this milestone. The challenge was to create a platform to bring all the stakeholders to celebrate the company’s achievement and make an impact through appropriate media coverage.

Since the event itself did not lend to media coverage, we set about getting a major feature done in a business magazine. Another component of the strategy was to organise a few activities and events to celebrate the achievement, bring the various stakeholders together and also generate media coverage.

We briefed senior editors of the leading Indian business magazine, Business India to generate interest in a feature story for the company. Key messages were formulated for the senior management.

The writing of the book “Reach for the Stars” was commissioned to be published on the occasion of the 60th anniversary celebrations. Blood donation camps and live concerts were organized in the various cities to which customers and other business associates were invited.

The public relations programme around the 60th anniversary delivered remarkable results. The Business India cover story reached a very large number of decision makers. The editorial coverage for the events organized is estimated to have reached around 70% of major decision makers across the country. The activities also provided a forum for extensive internal communications which helped increase employee and stakeholder participation.