Bestowed with the Bronze Metal in recognition of the high impact integrated initiative led by PR
Value 360 Communications, India’s leading Public Relations Consultancy, has been felicitated with the Public Relations Abby Awards for OLX.in’s 2013 Mother’s Day initiative, ‘Every Mother Counts’. The multi-media integrated initiative was conceived and implemented by various partners of OLX.in, India’s number one marketplace, with Value 360 Communications driving the PR strategy and dissemination as the company’s communication partner.
‘Every Mother Counts’ was aimed at creating awareness about the value of used goods, and became highly successful because of its strong underlying social message. The goods collected as part of the initiative were gifted to underprivileged mothers at an event graced by veteran actor Sharmila Tagore.
The Bronze metal at Goafest 2014 recognised the tremendous response the initiative received across digital, print, and electronic media in effectively reaching out to the economically underprivileged sections of society. It was presented on the third and final day of the Goafest 2014 – held from 29th-31st May, 2014 – at The Grand Hyatt, Bambolim, North Goa.
The initiative spun around the idea of celebrating motherhood among those who are often neglected in society, and resonated strongly with people from different parts of the country. ‘Every Mother Counts’ asked donors to give away goods that they do not use to designated collection centres set up at public places in the four cities of Delhi, Mumbai, Kolkata, and Bangalore.
Amarjit Batra, CEO, OLX.in said, “Every Mother Counts has been a path breaking initiative for us in terms of its reach and desired impact. 600 donors participated in the initiative with 3000 gifts, which were then distributed among slum children in 40 slum areas in these cities. The gifts were received by several underprivileged mothers that made them feel cherished and honoured through this gesture. We were extremely pleased with the heartwarming response the initiative received. ‘Every Mother Counts’ was led by Value 360 Communications on the PR front and it succinctly and convincingly spread the message of how surplus goods can come to better use when they reach the right hands.”
The initiative registered a significant impact across all streams of the media with expansive coverage in Hindustan Times, The Hindu, The Financial Express, Mail Today besides regional print media. It was featured on Press Trust of India, and received digital coverage on afaqs, indiantelevision.com etc. Amarjit Batra was also featured in one of India’s leading business channels, CNBC Awaaz, in an exclusive electronic coverage for the initiative.
Acknowledging this honour, a visibly proud Kunal Kishore Sinha, Founder-Director at Value 360 Communications said, “When we were brainstorming to conceptualize this winning initiative, our intention was to clearly inspire mass consciousness. We were committed in ensuring maximum voluntary participation from donors while staying true to our client OLX.in’s motive of putting second hand goods to meaningful use. “Every Mother Counts” seamlessly translated this idea into a thought-provoking and touching initiative which scored on all fronts- garnering mass appeal, awakening public consciousness towards a significant but overlooked section of society as well as creating a distinct buzz in the media.”
“As a communications partner to top notch brands, we look forward to contributing with such value-based initiatives that help them break out of the clutter and foster their unique market identity. Incisive, intrusive and persuasive ideas will always strike a chord with a clearly-defined target audience and that is what we bring to the table,” he added.
The award, often deemed as the Oscar-equivalent of Indian ad award ceremonies was received in the category of Integrated initiative led by PR. The Abby Awards recognise excellence of creative talent, evaluated by an eminent jury from the advertising and communications industry. It has entries competing from Pakistan, Bangladesh, Nepal and Sri Lanka apart from India.
An affiliate of Huntsworth, Value 360 Communications has helped more than 100 brands from across the world to realise their corporate communication requirements since its inception. The agency specialises in new and traditional media promotions, event management, crisis management, media relations, integrated marketing and strategic counsel.
‘Every Mother Counts’ for OLX.in saw it coming together with the hyperlocalised marketplace for a truly innovative that was initiative sensitive in its social intention and extremely impactful in its execution and penetration.