Owned media that sold out a city-scale festival’s partnerships.
Press launch with Dainik Bhaskar and Dainik Jagran, founder bylines, and a unified visual system across stage, OOH, and social.
Jaipur Health Festival · Events · Healthcare
- Jaipur Health Festival
- PR
- Press
- Event Identity
The result
- tier-1 features
- 12+
The story
The problem
Jaipur had never had a city-scale health festival. There was no precedent for what audiences should expect, no anchor sponsor to lean on, no existing PR relationships. We had to build the brand and the credibility in the same eight weeks.
The thinking
We treated the festival like a publication, not an event. Press relationships came first: the cover story before the stage. Once that was secured, the rest of the system (OOH, signage, social) followed one masthead.
Restraint did the selling. A first-edition festival that tries to look established overstates its case. We let the system look quietly authoritative and let the press coverage do the credentialing.
The execution
Identity, PR strategy, press outreach, on-ground signage, and social cut-down system. We ran point on partner outreach and provisioned a tier-1 media kit that newsrooms could lift directly.
- Festival identity & masthead systemThe name treatment and visual system for an event. It has to hold up on a stage, on a screen and on a hoarding in the same week.
- Press kit & masthead releaseThe name treatment and visual system for an event. It has to hold up on a stage, on a screen and on a hoarding in the same week.
- On-ground signage (12 zones)Branding and wayfinding for physical spaces, planned by zone. People find their way, and the brand reads from a distance.
- Stage backdrop & speaker reelsOn-stage and short-video assets that carry the event's identity to the room and to social feeds.
- Partner pitch deckThe deck a person leans on in the room. It carries the brand's argument so the conversation stops spending its first minutes undoing a weak first impression.
The impact
12+ tier-1 features. All inaugural-edition partnership slots sold out. The festival is now a recurring fixture on the city calendar.
How work like this runs
Jaipur Health Festival’s published scope was pr, press and event identity. This is how our pr & growth work is run, from first conversation to handover.
Find the story
What is genuinely new, useful or surprising about the company. And who cares.
Shape the voice
A clear point of view for the founder, in language that sounds like them.
Launch and follow through
Press, bylines and social go out on a plan. Follow-up comes after.
Use the coverage
Earned credibility goes straight into sales decks. It also feeds hiring pages and investor updates.
If you are facing something similar
Before you hire for PR or launch publicly: six things worth settling first, whoever you hire.
Do not promise coverage
Earned media cannot be guaranteed. Judge a plan by the quality of the story and the materials, then by what follows.
Make the facts easy to find
A short fact sheet, one clear spokesperson and current photographs. Together they remove the friction between a reporter and a story.
Choose the audience before the outlet
Parents, buyers, officials and investors each read different things. Pick who you need to reach first. Then find where they read.
Plan for the unplanned
Write a short crisis note while things are calm. It says who speaks and who approves. When things are not calm, it saves hours.
Balance authority and warmth
Too clinical feels cold; too casual feels unsafe. Decide where the brand sits and hold it everywhere.
Check claims and compliance early
Health communication has rules about what can be said. Settle them before the copy and the packaging are designed.
What usually goes wrong
Three patterns we meet often in pr & growth work, and the quiet cost of each.
Expecting a guaranteed result
Earned media cannot be promised. Judge the plan by the story and the materials behind it, and by the relationships.
Pitching the company instead of the story
Journalists write about people, about change and about numbers. A pitch that only describes the business gives them nothing to use.
Sending one release to everyone
A story shaped for a Hindi daily is different from one for a business magazine. Tailor the angle to the outlet's reader.
Where this sits
Founder-led PR and earned media that stack credibility before the buyer says hello.
Clinical, public-facing, community-led. We design for the gravitas the category demands.
Healthcare and wellness brands carry a particular weight: they must feel safe and credible while staying warm enough that people are comfortable asking for help.
The category is full of clinical blue and generic stock photography. The brands people remember feel human and specific. Care in the small details is what they get recommended for.
Our work in HealthcareQuestions about projects like this.
Something we haven’t covered? Ask us.
What did the Jaipur Health Festival project include?
The published scope was pr, press and event identity, for Jaipur Health Festival (Events, Healthcare). The pieces delivered are listed above, with what each is for.
What is the difference between PR and advertising?
Advertising is bought and controlled. PR is earned, so it is more believable and less predictable. Together they work best.
How do you measure PR?
By the quality and relevance of the coverage, and by what it leads to. Enquiries and partnerships matter more than raw counts.
Is PR a retainer or a project?
Either. A launch is often a project; steady visibility is usually a retainer with a first run of a few months.
Do you take on more Healthcare projects like Jaipur Health Festival?
Yes. Jaipur Health Festival is one of our published Healthcare & Wellness projects, and the Healthcare page lists the others along with how we approach the category, so you can judge the fit before you write.
How do you design for a category where trust and care matter this much?
We settle the tone first. The identity and materials that follow stay consistent and plain, never hurried. In healthcare the small details carry the credibility.
Do you work with community and public health initiatives?
Public-facing health work needs a clear identity and accessible communication. It also needs a plan for reaching the people it is meant for.
Have a brief like this one? Let’s talk about your pr & growth.
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