Campaign for Marico Innovation Foundation

Marico Innovation Foundation(MIF) is a not-for-profit initiative to nurture innovation in the business and social sector. MIF aims to propel innovators to inspire the new generation, induce sustainable impact through their interventions, and create a hub of free flowing ideas for India to engage with.

Over the course of a year, Vivaa orchestrated a comprehensive and multi-faceted PR campaign for Marico Innovation Foundation to propel them more prominently into mainstream media and help the organization move away from being recognized in the CSR space. The messaging was designed keeping innovation at the center while highlighting the stellar work being done by the organization across two programs run by them. The PR toolkit was reflective of a creative approach that included, cohort member interviews, article contributions and even an experiential trip for the media to get an immersive experience of how Marico Innovation Foundation nurtures and spurs innovation in the country.

what was the challenge?

The immense impact of MIF’s outstanding work was not being sufficiently represented in the media. Also we wanted to be seen as an innovation focused organization, not a CSR arm alone.

what were Vivaa’s objectives?

1.Position MIF as a thought leader in the innovation and mentoring space.
2. Articulate clearly the value being added by Marico Innovation Foundation for startups and innovators in India.

how did Vivaa help MIF position itself more strongly as a leader in its industry?

Pollachi Famtrip

From coordinating a diverse group of people to guarantee an enriching experience, to creating an itinerary that perfectly amalgamated work and play, Vivaa organised a great trip to Pollachi for entrepreneurs, industry experts, representatives from Times of India and YourStory, and members of the MIF team.

Authored Articles

Vivaa planned, coordinated, and curated 7 authored articles for MIF to share their distinct perspectives and insights, and establish a strong MIF voice in the media.

How did Vivaa help Marico extend its presence in the media to showcase their accomplishments?

Expanding Media Relations

Vivaa initiated and drove several face-to-face and telephonic meetings with relevant journalist who cover the innovation space and built MIF’s media network, achieving 25 exposures for them in the span of a single year.

Profiling Stories

Vivaa curated insightful and interesting stories about Priya Kapadia as the head of the foundation, that appeared in 25 top tier media outlets, to create a distinct identity for MIF as the extended arm of Marico Ltd that nurtures innovation and is creating real, measurable impact for businesses they work with.

How was MIF covered in the media?