It’s a jungle out there! In our daily lives, while managing our way through the dense underbrush, we meet divergent clients and each has its own social structure, newer pattern and instinctive identity. We follow a culture designed to nurture the archetype, unleash their potential and celebrate rewards. We look at each company’s needs from a fresh perspective, taking equal measure for challenges and opportunities, thereby giving them personal attention. We then create programmes that have a competitive advantage, capturing the essence of each brand’s mission and personality.
There is no universal language in the jungle and each species has its own language.
- Jim Corbett
We came into existence on 31st May, 2006 and went on to evolve as a spearheading public relations agency based in New Delhi,
India. Being the brainchild of the creative powerhouse, Grasshoppers India Pvt. Ltd. we stand by the value propositions of
creativity and innovation in our PR approach.
We believe that expertise does not rely on gray hair. Therefore, Team GreenThumb is a fierce bunch of executives and content
creators who are young enough to pour out fresh new ideas yet, are experienced enough to have strong media relations across India.
This helps us to establish unwavering success and profitability out of every public relations campaign we undertake.
We cherish our undaunted association with clients who are domestic and international leaders across different industry
verticals including: Hospitality, Education, Sports, Healthcare, Travel and Services. We add superior value to every client’s
assignment by increasing their visibility across different media spheres including print, digital and electronic.
At GreenThumb, we create, cultivate and communicate your brand’s core idea to build an appropriate image in the minds of
your audience, just the way you want it!
The creation of a thousand forests is in one acorn.
-Ralph Waldo Emerson
There are great things done by great people, who run great businesses. And then, to put their actions into words, there is great communication! This is exactly what we as GreenThumb do. With a wide variety of services to suit your business needs, we ensure you get customized solutions to meet your requirements.
We at GreenThumb fully trust the other disciplines of our organization and integrate the jobs with them, ensuring perfection in the communication and campaigns executed.
Together, we become a robust powerhouse that can engage the world to talk about you.
Strategic PR Planning
At GreenThumb, our priority is you and telling your unique story to the right people. To make this possible, we do strategic
planning employing powerful methodologies. Whether your business is big, small or a not-for-profit organization, we devise
traditional, digital and innovative new PR strategies to get you noticed.
Enjoying a strong rapport with the kith ‘n’ kin of the media industry, we are able to create unique opportunities for our
clients through different media spheres. We identify trendsetting story ideas by researching across the industry, related events,
publications and announcements for our clients’ broader market appeal.
Whether it is about planning international sports or entertainment based events, B2B conferences or art exhibitions, we ensure
success and profitability across all spectrums. We initiate momentum, excitement and exposure for our clients, while keeping
extensive media coverage on top priority.
Industry Relations and B2B Communication
From start-ups to established businesses, we provide both public and industry relation services to everyone and get our clients
acknowledged as serious players in the industry. Our counselling, expertise and execution help businesses promote themselves to
other businesses, thereby turning their executives into industry thought leaders.
When it comes to effective communication, we know that the backbone of every communication is constructed upon the use
of ‘right words’ to convey the right message. Following the same principle, our editorial talent lets the client’s work do the
talking, obligating the media to respond.
The need of the hour is digital media. We acknowledge that fact and help take our clients and their brand name a notch higher
by making them visible at the top of the digital media world. This cost-effective and strategic medium reaches your audience at a
viral rate, consistently delivering clever communication.
We at GreenThumb breathe PR. However, our communication toolbox is brimming with numerous other marketing solutions as well.
While our parent company, Grasshoppers India Pvt. Ltd. has been an essential cornerstone when it comes to advertising and strategic
communication, the agency’s digital marketing arm, GravyTrain develops effective communication and brand image on the digital and
social media platform.
Strategic Alliance for Education Programs
Robin Zadara has been working in Higher Education marketing for over six years, first with the London campus of Heriot-Watt University and then at Arts University Bournemouth, UK. Prior to that he enjoyed a spell working on digital marketing at Guardian News and Media in London. He is now a director at international education marketing consultants In-country Ltd. (London) and a consultant working with GreenThumb's specialist education PR division. He shares his time between the UK and Delhi.
The path of sound credence is through the thick forest of skepticism.
-George Jean Nathan
Nothing prevents us from seeing the forest behind the tree. -Anonymous
Need for PR
AISECT Group maintained a very low profile for over 25 years wherein not much effort had been made to highlight their key achievements.
With services constantly being added to the brand’s portfolio and partnerships being made with government bodies as well as corporate
entities, it became imperative to increase the brand’s awareness among its target audience, stakeholders and position AISECT as India’s
leading ICT and skill based education, services and e-governance organisation.
Although, the organisation had a widespread network of over 12,000 centres across the country and several premier higher education
institutions, all the initiatives and activities of the brand were conducted in semi-urban and rural India. Hence, national media in
the metros had never heard of the company.
A humungous portfolio encompassing vocational education, skill development, e-governance, rural employment, financial inclusion, franchising,
higher education and much more made it difficult for media to understand the company’s offerings and interest areas.
Initially, meetings were set-up between the PR Team and the major target media, where a presentation was given to the journalists about
the organisation and its business verticals. Thereafter, media interactions were arranged with the company head as well as vertical heads.
Moreover, the PR Team escalated the process of applying for industry awards, so as to bring AISECT in the limelight, as far as national
level media and industry professionals were concerned. Constant effort was made to ensure that the client participates in all major industry
stories. Furthermore, an aggressive regional PR campaign was planned and executed, where all major states were targeted for company specific
stories from time to time.
Over 75% of the national media, covering beats which AISECT was actively involved in became familiar with the company. Gradually, that
familiarity resulted in increased media queries for major industry stories and features. Moreover, AISECT won numerous awards in the last
couple of years including the Manthan Award South Asia and Asia Pacific, the Skoch Renaissance Award as well as AISECT’s Chairman becoming
one of the finalists for the Schwab Foundation’s ‘Social Entrepreneur of the Year’ award. Through the PR Team’s efforts and initiatives,
AISECT has also been ranked 27th in the 2013 edition of Inc. India magazine’s list of ‘Top 500 Mid-Sized Companies of India’.
Need for PR
Lall Lahiri & Salhotra (LLS) is one of the foremost Intellectual Property (IP) law firms of India with a Fortune 500 clientele. However,
due to a conservative approach towards media, LLS had not highlighted the excellent work being done by its partners and key lawyers.
This resulted in negligible recognition of the law firm among the key law correspondents of the target media.
Limited coverage opportunity, IP being a niche segment in the mainline media
The coverage opportunity was further limited by the client as select media was to be targeted.
The target journalists had long-standing associations with other IP lawyers, who had been their preferred information touchpoint
A pull strategy was applied, wherein major ongoing cases of LLS for world renowned brands like: Estee Lauder, Coca Cola, Heinz and Novartis
were used as talking points. Once the target media was aware of the law firm’s excellent client base and its expertise in the IP segment,
a consistent effort was made by the PR Team to cultivate media relations through regular updates.
Through the PR campaign for LLS, we brought Intellectual Property into the mainframe, where its relevance in various industries like
pharmaceutical, film, IT, SMEs, fashion etc. became a regular topic of discussion for the national media. As a result, LLS is now being sought
by journalists on all major IP related issues being faced by corporate India and it is now at par with the industry leaders of the IP law segment.
Need for PR
The second edition of world’s third biggest and Asia’s only professional bodybuilding championship was taking place in New Delhi. World’s
foremost fitness experts and professional bodybuilders such as Jay Cutler, Phil Heath, Kai Greene, Erin Stern and Nicole Nagrani were
converging in the nation’s capital city for a hitherto unseen two-day long fitness extravaganza.
To a large extent, bodybuilding was not recognised as a sport in India. Moreover, the ICC T20 World Cup was coinciding with the Sheru
Classic Championship. So, most of the reputed sports journalists were uninterested in the event.
World’s biggest professional bodybuilding championship, Mr. Olympia took place merely a week prior to Sheru Classic. Since all the leading athletes were busy preparing for Mr. Olympia, they were unavailable for any media interaction until a day before the show, after reaching India.
The inevitable association of steroids with bodybuilding led to a lot of apprehension among the health and fitness media.
The campaign was started several months prior to the show, where massive pre-event publicity was done by the PR Team. Stories highlighting
the difference between health supplements and steroids were placed in leading newspapers. The CEO of Sheru Classic also participated in a
panel discussion on the adverse effects of using steroids on CNN-IBN’s show ‘Face the Nation’. Fitness related tips and expert views were
placed in lifestyle supplements of leading publications. The pre-event press release was carried not only by Indian newspapers and news
portals but, also by world’s leading news websites about bodybuilding, sports, health and fitness industries. A press conference was organised
prior to the show which resulted in widespread national level coverage of the upcoming show. The PR Team met the sports, health and features
editors of all major international and national level news channels, newspapers, magazines and websites with the objective of highlighting
the salient features of the show and turning the sports and health media in favour of the event.
A two page spread on the upcoming event was published in Sports Illustrated India. A day prior to the show, The Indian Express carried a
Page 1 Anchor story on the upcoming championship. The agency secured an exclusive radio partnership with Radio Mirchi which resulted in
free primetime publicity by popular RJs for five days immediately prior to the show. Extensive stories with interviews of the leading
athletes were broadcasted on all major news channels including NDTV 24X7, DD News, Aaj Tak, ABP News, Headlines Today, Sahara Samay, Zee
News and India TV. ESPN did a special interview with Jay Cutler for their show ‘Sports Center India’. An in-depth three-page story was
done by ‘Eye’, the Sunday supplement of The Indian Express. National magazines, including Business Today and Femina, wrote about Sheru
Classic. Over 150 journalists attended the event and 315 media coverages were generated for the client.
Need for PR
The objective was to get extensive media coverage in India for the Are You Being Sold? (AYBS) Study conducted by the Grass Roots Group,
across seven countries in the Asia-Pacific region. This study showcased how major IT and electronic brands were being sold at multi-brand
retail outlets. India’s performance was found to be the worst in several categories.
Only the synopsis of the study was to be shared with the media. The complete AYBS Study was to be made available to select journalists,
on special request.
The company spokesperson was in Australia at the time of the launch of the study. Therefore, he was available for a limited period of
time only for telephonic interactions with Indian media.
Exclusive rights to the story were an issue with many top-line publications.
Since the study results were of great relevance to the entire IT and electronics retail segment in India, it was vital to get coverage
in maximum number of national publications. However, having limited access to the company spokesperson and understanding the importance
of The Economic Times and HT Mint, telephonic interviews were arranged with only these two publications. Also, a tie-up was done with NDTV
Profit for exclusive electronic launch of the study. Subsequently, a detailed analysis of the study findings was shared with the rest of
the media in lieu of the complete study. Questionnaires were also arranged to ensure that the spokesperson’s absence did not result in poor
The AYBS Study was widely applauded by the Indian media. Not only was it covered extensively by all leading publications, including: The Economic
Times, HT Mint, The Financial Express (Brand Wagon), The Hindu Business Line (Brand Line) and Business Standard, The Economic Times’ Brand Equity
supplement also published an interview of the group chairman as a brand performance guru. A special mention of the study was made by the editor
of DQ Channels magazine in her note to the readers. Leading IT trade publications, including Electronics Bazaar, invited the company spokesperson
to contribute expert articles and the result findings became topics of online polls among IT, electronics and sales professionals.
Need for PR
Despite being one of the best research-based educational institutions in the UK, the university was not very popular among Indian students.
As a result, candidates with excellent academic backgrounds would go to lower ranking universities. It was imperative for the university to
make its presence felt in the country so as to receive applications from quality students.
Only the top three newspapers of a city were to be approached for coverage, thereby limiting the scope for coverage considerably.
Lukewarm initial response from education beat editors and correspondents due to lack of awareness about the university
Meeting short publication deadlines despite not having any client representative in India and having to coordinate with the international
office in Southampton
Firstly, a workable communication model was developed in consultation with the client, to ensure that the publications’ deadlines were always met.
The initial focus was on penetrating the metros and establishing brand recall. Through various stories, the target audience was constantly updated
about the university’s initiatives. Now that strong relationships had been established with the mainline media in the major cities, the second
phase of the campaign was launched where Tier II cities were targeted.
As per the client, after the completion of the first year of the PR campaign, there was a 70% increase in admission inquiries from India.
The profiles of students applying for various courses at the university had also improved considerably.
Need for PR
The Kwality Group, that introduced ice creams in India, was established in 1940 as one of the first restaurant groups of India. Kwality Restaurant
in Connaught Place, Delhi immortalised Channa Bhatura among many foodies, while the Group’s Gaylord Restaurants in Mumbai and London have an
impressive clientele consisting of government officials, aristocrats, Bollywood celebrities and diplomats. The Village Restaurant Complex next
to Siri Fort Auditorium in Delhi is home to the celebrated Chopsticks restaurant. The Village also houses Angeethi, Colours ‘N’ Spice and Tonic,
which offer varied ambience and cuisines. Bread & More is a patisserie with outlets in Delhi, Mumbai and Goa. The group’s outdoor catering
division has recently worked for some of the most high profile weddings, parties and events of Delhi and is fast becoming a formidable player
in the food services segment.
Due to the advent of numerous dining facilities at more central locations, the clientele of the restaurants under Kwality Group was getting
limited to long-standing patrons who vouched for the quality of food and service being offered. Youngsters were not considering these restaurants
as the ‘hang out’ places. Moreover, two very renowned chefs had joined the group recently and under their patronage the menu of almost all the
restaurants had been revised. So, publicity was required for the ‘coming of age’ of Kwality Group and about the various changes being
incorporated by the brand.
With so many new and interesting restaurants being launched in the city every week, media was spoilt for choices.
Since the restaurants under Kwality Group were not new, visiting them was not a priority for the target media as compared to visiting newly
The owners of the group had allowed various relatives and associates to launch their own companies in other cities under
the ‘Kwality’ brand name thereby, leading to dilution of the brand name and identity. Thus, the media especially in Punjab would
confuse the Delhi-based Kwality Group with another company of the same name based out of Chandigarh.
The campaign was started with some interesting food festivals such as Kayasth Food Festival and Street Food of Bangkok. Emphasis was given
to highlighting the unique and little-known delicacies that were being offered at these food festivals. Personalised invitations were prepared
for leading print and digital food critics. The PR Team invited them to review the festivals. Occasions like Christmas were used for promoting
Bread & More’s unique products such as Yule Log Cake. Wedding season became an excellent opportunity for highlighting the new trends in wedding
catering, courtesy Delhi-based Kwality Caterers thereby, establishing the expertise of the Delhi-based entity in the segment.
Within six months from the launch of the PR campaign, Hindustan Times not only did over 30 stories on various entities of the group but
also nominated Chopsticks for the prestigious HT Crystal Awards. Positive reviews of the restaurants were done by all the leading publications
and websites including: The Times of India Crest Edition, The Hindu, Navbharat Times, timesofindia.com, indianfoodfreak.com, foodandnightlife.com
and chefatlarge.in. The corporate chef of the group was featured on the famous Zee Business show called ‘Great Chefs of India’. The negative
user reviews on websites like Zomato and Burrp, owing to the stagnant and uninteresting experience over the last few years, gradually turned
into positive reviews as patrons were constantly made aware of the new and interesting offerings at the restaurants and had a fantastic and
different food experience every time they would visit a Kwality Group restaurant.
Need for PR
Launched in June 2013, Organic Harvest is a fast growing personal care brand. With an aim to expand the brand presence in all major tier
1 & 2 cities as well as launch exclusive Organic Harvest stores in high street locations in the metros within a couple of years, the client
wanted a strong PR campaign which would increase brand visibility and awareness nationally.
An oversaturated personal care segment in the country led to a reluctance on the part of senior editors to try products from a new
and never-heard-of company.
Lack of awareness among a large section of media about the difference between organic and herbal beauty products was another challenge.
Limited marketing budget of the client prohibited the agency from executing promotional or PR events.
An aggressive media outreach strategy was adopted wherein the agency ensured that continuous discussion was held with key influencers. Meetings
with beauty editors of all leading lifestyle magazines were set up on a regular basis wherein star products of the brand were shared with them.
Key beauty bloggers were identified and approached for product reviews so as to increase awareness among the target audience. City specific
coverage was generated for the brand launch in a new region. Another area of intervention was generating corporate level stories showcasing
the tremendous success of the brand and the enterprising spirit of the founder that has resulted in the meteoric growth.
The Agency nominated the brand’s exfoliating face scrub for the ELLE India Beauty Awards 2014. The client was also assisted by the Agency
during the voting process. This endeavor led to the product winning the award under the ‘Popular Choice’ category. During a year-long campaign,
the agency generated over 150 print coverage as well as about 40 product reviews by prominent beauty bloggers. The brand and its Founder were
also featured in prominent shows on Aaj Tak and CNBC Awaaz.
On a hard jungle journey nothing is so important as having a team you can trust. -Tahir Shah
“I could not have asked anything better from a PR perspective and am exceptionally happy with the team’s work. Would confidently say
will recommend the PR wing to everyone if not already.”
– Mr. Rahul Chowdhury, CEO & Co-Founder, Reboot Systems India Pvt. Ltd.
“For the past 4 years I have worked with GreenThumb and have always been impressed with their commitment to a brief, speedy communication
and the delivered results. Indeed, GreenThumb has always exceeded my expectations and I cannot recommend the company highly enough.”
– Dr Lisa Blenkinsop, Senior International Officer, Loughborough University
“Team GreenThumb is extremely hard-working and professional. During our partnership with the agency, we were not only featured in
and reviewed by leading publications and food websites, but were also nominated for the prestigious HT Crystal Awards. I especially
recommend the agency for their servicing team that works closely with the client on a day-to-day basis, in order to meet the
communication objectives of the organization.”
– Mr. Ishaan Sarkar, Chief Operating Officer, Kwality Group
“The University of Sheffield has been working with GreenThumb for the past 10 months. The PR Team has offered helpful and constructive
feedback on our promotional ideas and secured many high profile stories in top newspapers. The team is professional, knowledgeable and
flexible in their approach. We look forward to the next year, of us working together.”
– Ms. Katy Woodford, International Officer (South Asia), The University of Sheffield
“We’ve been astonished and delighted by the volume and quality of press coverage that GreenThumb secured for us for our recent
‘Gender Defined World’ campaign. The level of service has been exemplary, the team are a pleasure to work with and the ROI that we
have received has been off the charts. A huge thank you to the team for a job fantastically well done.”
– Mr. Robin Zadara, Senior International Officer, Arts University Bournemouth
Careers are a jungle gym, not a ladder. -Sheryl Sandberg