Gold Winner of the Best Product Launch at Fulcrum Awards, 2018

Balco Medical Centre was surrounded by negative sentiments in the state of Chhattisgarh. The delayed launch of the hospital along with the already existing negativity around its parent company Bharat Aluminium Company, created a massive crisis situation. Changing the negative sentiments to positive and then managing the crisis during pre-event, event and post-event phase was our aim, and one that we achieved with flying colours!

Solutioning and Approach

  • Our team worked with a key set of insights including the local population’s neutral sentiments towards the brand, and a medium level awareness about cancer in the region
  • A select media interaction for Mr. Anil Agarwal, the Chairman of the group was arranged to tackle the negativity in the media
  • This led to a ripple effect where local political parties jumped into the issue and created a crisis situation for the launch
  • Our team created a neutral curtain raiser before the launch and released it, to balance out the negative coverage across media
  • On the day of the launch, the CM of the state himself attended the launch ceremony and inaugurated the hospital. A photo opportunity with the CM was used for post launch responses


A press release sent to the media post event, which garnered more than 50 positive impressions across digital, print and social media

More than 177,000 people reached out to on social media, that garnered positive sentiment

A total reach of 181000 was generated on Facebook with an engagement rate of 10%

Complete shift in sentiment towards the brand with the CM attending the launch