Problem Snapshot
- World’s largest diamond mining company entering India formally for the first time through a trade office in Bharat Diamond Bourse, BKC, Mumbai.
- No existing communication foundation or media narrative in the Indian market
- Spokesperson unfamiliar to Indian media and industry stakeholders
- High-security, space-constrained launch venue in BKC, Mumbai
- Risk of a low-impact launch despite global scale and significance
The Mandate
- India market entry
- Media relations
- Spokesperson positioning
Our Strategy
Build immediate credibility and relevance for ALROSA in India by anchoring the launch in authoritative, high-trust media narratives rather than event-led visibility alone.
Our Approach
- Secured exclusive, in-depth interviews with The Economic Times ahead of the launch
- Facilitated one-on-one interactions with ALROSA’s global sales leader Evgeny Agureev and India head Jim Vimadalal, with Russell Mehta, MD, Rosy Blue India, as Guest of Honour. Enabled additional telephonic interviews post-event to extend the news cycle
- Prioritised quality, context-rich storytelling over crowd-heavy event coverage
- Managed media flow and access carefully within high-security and space constraint
