Media & Entertainment

Founded in 1996 with the aim to provide world-class online consumer service offerings to Indians worldwide. Today Rediff.com commands over 40% of the market, serving over 62 million registered users worldwide.

Outperforming the previous dominant players, Yahoo and MSN, it is India’s leading online community portal, providing news, information, communication, entertainment, free & paid community features & products, including e-commerce and mobile services. In 2001 Rediff.com listed on NASDAQ (NASDAQ: REDF) & in a recent study conducted by Business Week the company appeared in the Top 10 Indian Companies to watch. The Chairman and CEO, Mr. Balakrishnan is a well established name in the Indian online industry and is highly regarded for his vision and experience.

Communication Objectives

Strengthen & reinforce the Rediff.com brand, positioning them as a creative & highly interactive community portal across the metros & other cities

Identify and promote key services - create awareness amongst the younger generation for Rediff’s additional services

Communicate Rediff’s progress in India, establish as a success story in online industry and project Rediff.com as a trend-setter

Strategy and Key Initiatives

Rediff.com Re-Launch Campaign 2009

Rediff.com is undergoing a complete makeover, re-positioning itself against some of the key players

 

The new website has already launched in USA and will be soon launched in India

Rediff.com will be positioned between Google.com and Yahoo.com

Rediff.com to clear its cluttered website image and move to a simple, iconic and user friendly web portal

GRI to initiate a 360 degree PR campaign leveraging print, online, electronic and bloggers

Target

Users - Rediff.com: 15-45, core audience:15-24

Media

 

Beat journalists across mainlines, language, regionals, television,, wires, online and magazines

 

Editors & Chief-of-bureaus across key metros

 

Reviewers & columnists across metros

 

Feature journalists

 

International media based out of India

 

Bloggers and social media consultants

 

Trade media – both online & print

 

International media based out of India

 

Genre – media (ex: agencyfaqs, exchange4media, brand reporters)

 

Consumer Technology – Digit, Chip, Techtree, Tech2

 

Advertising media

Advertisers

 

Brand/marketing Managers (current as well as prospective)

 

Media planners

Ongoing Basis: Corporate PR

Media interviews for spokesperson

 

Tech publications

 

Financial Dailies

 

Mainline Dailies

 

Consumer Tech portals

Build spokesperson as key opinion maker in online industry

 

Chairman & CEO, Mr. Balakrishnan as an authority on online industry

 

 Media Interactions

 

Participation at key industry events - Conference on Cyber Security organised by Internet & Mobile Association of India (IAMAI)

Get to know meetings with Mr. Balakrishnan

 

Highlight the journey so far, future plans of expansion etc.

Spokesperson profiling in leading business dailies

Rediff.com participation in industry stories

Authored articles on online security, cloud computing

Product PR

Launch of applications, features and services

 

BusFare search

 

MobileRediff application

 

Rediff LocalAds

 

Rediff Moneywiz Share Bazaar game

 

India Votes 2009

 

Healthy Hoga Hindustan initiative

All India launch in city of business concentration

Product reviews

Highlight Rediff online shopping during Festive seasons. eg Diwali bumper offers on Rediff

Outcome

Have captured a majority share in online shopping industry

Is perceived to have changed the face of Indian online industry

Heightened visibility to Rediff.com with increase in the number of users

Rediff.com is regarded as one of the top 10 web portals in India

Mr. Balakrishnan is perceived as an authority in the industry and is looked upon with high regard