While India is recognised world over for the scientific minds it produces, its own progress in scientific innovation and research has been disappointing. A leading IT company that is a long standing client of The PRactice wanted to promote a culture of academic research in the country through an annual award program. However, it faced a challenge in overcoming the general apathy towards the issue within educational institutions and the media.

The PRactice began a campaign that revolved around creating excitement about the significance of the company’s award program. A strong network of third party influencers was identified and nurtured. A national dialogue on the need for strengthening our research infrastructure was created through articles, interviews, and events featuring these thought leaders. Educational institutions were also targeted through lecture series and academia programs. Through all these conversations, we zeroed in on the need of the moment: turning our educational institutions into hotbeds for research and development.

The ongoing campaign has received tremendous support and recognition from the media and a broad cross-section of society.