Problem Snapshot
- A large-scale public auto event initiated by India’s largest media house
- Inherent resistance from competitor publications due to brand conflict
- Event only in its third edition, competing with the Delhi Auto Expo
- Inconvenient venue location and limited spokesperson availability
- Need to drive mass participation and sustained visibility beyond Times-owned media
The Mandate
Event PR Media bridge-building City-scale narrative positioning
Our Strategy
Position the event as a neutral, city-first automotive celebration, removing brand friction and giving all media a reason to participate.
Our Approach
- Reframed the event as Mumbai International Motor Show, deliberately de-emphasising Times branding
- Positioned MIMS as a “gift to the city of Mumbai” for automobile enthusiasts
- Built bridges with competitor publications to enable inclusive coverage
- Created multiple story hooks: vehicle launches, vintage car showcases, celebrity participation
- Drove sustained coverage through pre-event listings, press conferences and multi-day programming
- Supported integrated PR and social amplification to extend reach and engagement
