Background
iMerit, a data annotation company founded by Radha Basu and based in California, provides AI-driven services and counts Tesla among its notable clients. The company sought to enhance its employer branding in India and highlight its cutting-edge tech practices, with a particular emphasis on women in tech.
Our task was to secure impactful media coverage in top-tier (Cat A), mid-tier (Cat B), and regional (Cat C) publications while addressing unique challenges, including limited India-based spokespeople, a U.S.-based communication team, and Indian media’s preference for face-to-face interactions and quantitative data.
Objective
- Establish iMerit as a leader in AI-driven data annotation in India.
- Strengthen employer branding with a focus on diversity, especially women in tech.
- Showcase iMerit’s impact in AI and data annotation without revealing specific numbers.
Challenges
- Remote Leadership: Radha Basu, the founder and primary spokesperson, was based in the U.S., making interviews and approvals logistically challenging.
- Media Expectations: Indian media often prioritizes quantitative metrics, while the client prefered qualitative narratives about impact.
- Spontaneity of the Spokesperson: Radha’s spontaneity during interactions posed a risk of misaligned messaging.
- Limited Spokespeople in India: With no other spokespersons available, every piece of communication relied on Radha’s availability and alignment.
- Client’s Limited Knowledge of Indian Media: The U.S.-based client required significant guidance on the relevance and impact of Indian media opportunities.
Strategic Approach
- Targeted Media Outreach:
- Positioned iMerit as a leader in AI and data annotation, with a focus on its inclusive work culture and women-led teams, including an all-women team in Kolkata.
- Secured coverage across trade, mainline, business, and regional publications, including Business Standard, Express Computer, Analytics Insights, Analytics India Magazine, and Dainik Jagran.
- Thought Leadership:
- Generated bylines, interviews, and podcasts to highlight Radha Basu’s vision and iMerit’s innovative work.
- Delivered a key achievement by securing an exclusive interaction with Forbes, focusing on Radha’s employer branding narrative.
- Content Strategy:
- Crafted narratives that resonated with Indian media, balancing qualitative storytelling with impactful messaging, while avoiding the disclosure of numbers.
- Ensured all communication adhered to client-approved messaging.
- Proactive Media Training:
- Provided Radha with talking points and prepped her for interactions to ensure alignment with the brand’s messaging and values.
- Educating the Client:
- Offered detailed explanations on the relevance and impact of Indian media opportunities.
- Maintained consistent communication with the U.S.-based comms team for approvals and feedback.
Results
- Secured high-impact media placements across leading publications, including Forbes, Business Standard, Analytics Insights, Express Computer, and Dainik Jagran.
- Delivered a mix of bylines, podcasts, and announcement coverage, amplifying iMerit’s visibility in India.
- Positioned iMerit as a diverse and inclusive employer, with a focus on women in tech, resonating with Indian audiences.
- Overcame logistical challenges to successfully execute interactions and maintain consistent media visibility.
Key Takeaways
- Thoughtful narrative crafting can address media expectations while aligning with client preferences.
- Educating global clients about local media landscapes is crucial for effective campaign execution.
- Media training for spokespeople ensures consistent and impactful messaging, even with spontaneous personalities.
- Strategic execution can overcome geographical and logistical barriers, delivering high-impact results.
Conclusion
By securing extensive media coverage and building narratives around diversity and tech leadership, we successfully elevated iMerit’s brand presence in India. Despite significant challenges, the campaign established iMerit as a key player in AI-driven data annotation while showcasing its commitment to empowering women in tech.
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