Alphabet Media is a growing public relations and communications
agency that offers strategic, integrated solutions. With services in
Public Relations, Marketing, Digital, Content, Qualitative
Research, and Influencer Management, it helps brands tell their
stories the right way across owned, earned and shared media
channels. Through its core belief in the power of simple, it builds
customized communication solutions that strategically address
clients’ business objectives.


Headquartered in Mumbai, services across India and international
media as well.

Our Work
Philosophy

Understand your Vision – Do the Research – Develop the Idea –
Inspire Engagement – Influence People – Build Genuine Relationships
We believe that research is the key to the most powerful ideas. So through a robust process-oriented approach, we leverage insights, data, and ideas to discover hidden truths. Starting from the base, uncovering the plot, and setting a clear premise, we tackle each brief with a unique blend of creativity and strategy.


Each step of the way, we empower our brands to cut through the noise, and be heard by the right people, in the right way, at the right time.

Services

Sectors

  • Lifestyle
  • Corporate
  • Entertainment
  • Fashion
  • Luxury
  • CSR
  • Festivals
  • Retail & FMCG
  • Real Estate
  • Textiles
  • Travel & Hospitality
  • Health & Beauty PR
  • Food & Beverage
  • Startups & Emerging Business
  • Ad Marketing
  • Education
  • Automobile
  • B2B

BRAND TANGERINE -

MARKET ENTRY STRATEGY & CAMPAIGN ACTIVATION ENHANCING THE FASHION QUOTIENT OF YOUR HOMES

THE SITUATION


Tangerine is a designer home solutions brand that aims to bring a twist
to home décor with fashionable bed linen and accessories. However,
with established players like Portico, Bombay Dyeing, and Welspun
playing the field, it needed a robust market entry strategy that would
create sufficient awareness in the minds of its target audience.

WHAT WE DID


We started with a media education program complete with
sampling to give key journalists a first-hand experience of the
product. This was followed with continuous thought leadership
pieces by Mr. Rajiv Merchant, Founder, Tangerine, mapping
Indian sector trends such as colour coordinated concepts and
colour blocking.

Next, we activated our beyond media leg. We mapped our key
touch points of our target audience, and conducted direct
activations in these spaces. The brand was part of serials like
Pukar on Life Ok, and The Great India Comedy Show on SAB TV,
and also sponsored events at WIFT, Out of the Blue events, and
Mumbai Expat Club.

In the final piece, we created an influencer outreach property
called the ‘Colours of Life’ campaign. As Tangerine’s USP was
all about colours, we created short films on nine women from
different milieu including the likes of Dolly Thakore,
Kiran Manral, and Rushina Munshaw Ghidiyal, who shared their
ideas and thoughts about how incredible shades of colors can
change one’s life.

AND THE RESULTS?


We generated solid awareness about the Tangerine brand
amongst media, and ensured there is ongoing visibility every
month. The retail trade and consumers started recognizing
Tangerine as the new player on the block, and one of the top
players in bed and bath brands within a year’s time.