1. Asian Paints & St+Art- I love Hyderabad

2. SITUATION
Hyderabad is a city of art and culture but business takes precedence over art by the people. Asian Paints along with St+Art collaborated on beautifying Hyderabad and making the city colorful and rich place for art. The entire of Hyderabad, especially along the lines of Necklace road and Tank Bund, was beautified as a place for amusement and recreation for the people. Each art was depiction of the culture of the colonies present there. This is also very sensitive area and has people from different religious background staying side by side. Our task was to launch “I love Hyderabad” typographical installation along with artwork created by artists, who had joined together to give Hyderabad an International look and brought a newness to the city.

3. OBJECTIVE
To create awareness about Asian Paints association with St+Art and the installation of “I love Hyderabad”
To leverage the unique installation symbolizing the city of Hyderabad
To leverage through the typographical installation, the deepest feelings and thoughts of the people of Hyderabad about their strong rooted connection for the city

4. CHALLENGE
Hyderabad is a politically driven city and as predicted the art was to be inaugurated by well known political ministers who wanted to tour the half an hour art site on foot in the heat of the afternoon. The news was bound to be skewed on the political front versus art

5. CREATIVE SOLUTION
Using this challenge as an opportunity we personally engaged with each media before the event to invite them to take part in this guided art tour on foot to keep the overall story focus on art and Hyderabad beautification
Journalists, photographers and TV camera crew were invited to join this guided tour with political ministers to witness the entire art showcase on Necklace road and tank bund on foot.
Briefed in detail previously, St+Art expert guided the conversation on the art and artist thereby keeping questions on art and not on politics

6. EXPOSURE
Times of India
The Telegraph

7. EXPOSURE
Hindu Business Line
Deccan Chronicle

8. EXPOSURE
Hans India
Deccan Chronicle

9. EXPOSURE
Namaste Telangana
Eenadu

10. RESULT
100 % media turnout at the guided art tour despite the heat and no provision made for travel
Generated an impression of 20.3Million with INR 26,487,270 PR worth
We had a reach of 55,28,357 via our digital PR activation
 Political ministers tweeted about the “I Love Hyderabad” on his social media platform thereby creating awareness about the typographical installation
Consumers started taking pictures of the artwork and posted on their social media post organically
Initiated a series of stories around the artists and the theme of their art work with Deccan Herald, The Hindu, The Telegraph, New Indian Express over a span of one month
Large feature stories were done on the typographical installation in mainlines like The Hindu, Times of India, Deccan Chronicle New Indian Express, Namaste Telangana, Eenadu, etc.
The coverage garnered through the PR activity was focused on the installation and artwork versus the political news