Problem Snapshot
- GIF II was AP Globale’s first-ever event in India, with no existing event or brand footprint in the Indian market
- Need to establish GIF II as more than a two-day event – as a credible platform for global dialogue
- Opportunity to position AP Globale as the curator bringing together the right content, voices and connections
- Sakal Media Group, a portfolio company of AP Globale, created an additional media challenge, as other media organisations are typically less inclined to cover content originating from within a media group
- Need to build awareness and anticipation across key media markets ahead of the Forum
- Multiple diplomatic, cultural and sporting voices needed to be translated into distinct and relevant media narratives
- Need to sustain the conversation throughout the Forum and extend its relevance into the larger BRICS narrative
The Mandate
- Forum positioning
- Strategic media amplification
- Reputation building
Our Strategy
Position AP Globale as the curator of global dialogue by establishing GIF II as the platform where the right voices, conversations, and connections converge.
Our Approach
- Built the platform ahead of the Forum through media roundtables across Delhi, Bengaluru, and Mumbai, creating early media familiarity with AP Globale and previewing the Forum’s international scale
- Pivoted in real time when the Delhi roundtable saw limited media turnout, using post-roundtable press releases to capture the story and build momentum. We then replicated this approach across Mumbai and Bengaluru, driving strong media participation across all three cities and generating 100+ pre-event placements collectively.
- Developed targeted media outreach around specific sessions, dignitaries, celebrities and event moments, ensuring relevant journalists received relevant invitations
- Created a dedicated on-ground media lounge and sustained the media cycle across the Forum through 3 press releases, 12+ photo releases, 15 dignitary quotes and 3 press notes
- Created high-impact narratives around diplomacy, culture, sport, and social impact, including Cafu’s interaction with underprivileged children and conversations with BRICS representatives
