Building A Positive Brand Image: The Role Of Public Relations (PR)

* Shruthi V Shetty, Assistant Professor-Senior Scale, Manipal Institute of Communication, MAHE, Manipal

Is brand image important? Every CEO and business owner would answer in the affirmative. The companies hiring reputation managers are a testament to this fact. The elephant in the room however is the question, is public relations (PR) the way to build positive brand image? Well, maybe not the only way but it is most definitely one of the ways that has proven its worth and the one that fetches long-term dividends. So, if you are a brand that is here to stay then PR is worth exploring.

How does PR help?

PR rests on the trifecta of visibility, credibility, and relationship. Regarding organic reach & engagement, PR is 90% more effective than advertising (Neilson report). Media mentions, being spoken about by opinion makers, or even the brand being positioned as a thought leader give the brand a more robust identity. PR keeps the brand at the center, unlike paid media which is more sales-centric. When it comes to retaining customers and their loyalty, PR’s worth is unparalleled.

Newer PR pathways

Today brands have newer avenues to build their image and reputation. Social media and its various platforms ensure that the PR content reaches its audience without media gatekeeping. Influencers (from nano to macro) and influencer marketing are growing in potential as effective PR tools. Brands can use podcasting to connect their top management directly with their audience. PR is no longer restricted to being the earned media, it can leverage paid, owned as well as shared media in the form of user-generated content or testimonials to convey the brand’s story, value, and purpose.

PR in higher education

Higher education brands are not mere commodities, they are institutions that represent trust and higher-order values.  Building relationships with the stakeholders- students, alumni, media, academia, industry, and community- is essential. These brands need more pull marketing than push marketing, PR provides this by giving brand communication much-needed authenticity and credibility.

The takeaway

How should the brand go about using PR to its optimum proficiency? A few points to consider. Do not use it only during crisis or reputation damage, PR is most effective when planned strategically and used continuously. It is essential to have patience as results take time; brands have to remember that although the effect of PR takes longer to reflect it also stays longer. This does not mean measurement should take a back seat. A few parameters to measure are media coverage value, story reach/impressions, website impact & share of voice apart from long-term revenue impact. 51% of PR professionals believe that social listening is one of the most effective ways to measure and assess reputation, according to a recent report by Meltwater. With realistic KPIs and timely evaluations, PR can play a crucial role in building a holistic identity and credible image for the brand.

Toyota Kirloskar Motor Partners With Union Bank of India To Offer Comprehensive Vehicle Financing Options

* Partnership to offer innovative financing solutions for customers nationwide

* Provides up to 90% financing on the on-road price of vehicles for private use

In its continuous effort to enhance customer experience and streamline car ownership experience through innovative solutions, Toyota Kirloskar Motor (TKM) today announced the signing of a Memorandum of Understanding (MOU) with Union Bank of India to enable comprehensive and accessible vehicle financing solutions. The partnership aims to offer innovative and attractive solutions curated to meet the evolving needs of the customers and making Toyota vehicles more accessible than ever. 

Key highlights of the partnership:

Enhanced affordability and accessibility: The partnership will allow customers to enjoy up to 90% financing on the on-road price of any Toyota vehicles purchased for private use, exempting them from any foreclosure, or part-payment charges.

Flexible Financing under Union Vehicle Scheme: The financing options under the Union Vehicle Scheme for private vehicle will aid customers to opt for flexible tenures up to 84 months with competitive interest rates starting from 8.80% per annum at present.

Flexible Financing under Union Parivahan Scheme: The financing option under the Union Parivahan Scheme for commercial vehicle will aid customers to opt for flexible tenures up to 60 months with competitive rates.

Broad Reach and Accessibility: Union Bank’s extensive network will provide all Toyota customers with easy access to financing options nationwide

Speaking about the new customer initiative, Mr. Sabari Manohar, Vice President, Sales-Service-Used Car Business of Toyota Kirloskar Motor, said, "We are delighted to partner with Union Bank of India for enhancing vehicle financing options across the nation. This collaboration signifies our dedication to providing exceptional customer experiences by simplifying and making vehicle financing more accessible. Our goal is to streamline financing options, offer seamless experiences, and provide timely support to make the vehicle purchase process enjoyable.

As an organization dedicated to customer satisfaction, our primary focus is on meeting the dynamic needs of the market. We achieve this by continually introducing innovative products and services that enhance the ownership experience. Through the latest partnership, our aim is to broaden reach and extend support to more customers nationwide, particularly in rural and semi-urban areas, in their pursuit of owing a Toyota vehicle.”

Speaking on the occasion, Mr. Arun Kumar, General Manager, Union Bank of India, said, “As one of the largest Public Sector Banks, we are delighted to partner with Toyota Kirloskar Motor. The MoU is surely a big step towards providing financing solutions to a vast array of customers, nationwide. Union Bank of India's robust presence across India complements this partnership and we are confident that our digitized loan procedures will enable customers aspiring to purchase a new Toyota vehicle with utmost ease and convenience. Our commitment is to streamline the auto finance process, thereby enriching the customer experience in terms of both product and service.”

The newly launched schemes are applicable to TKM's entire product line, including the Innova Hycross, Innova Crysta, Urban Cruiser Hyryder, Fortuner, Legender, Camry Hybrid, Vellfire, LC 300, Glanza, and Rumion. Additionally, the benefits extend to the newly launched Urban Cruiser Taisor. As the latest addition to TKM’s robust SUV lineup, the All-New Urban Cruiser Taisor upholds Toyota's rich SUV legacy, offering a perfect blend of style, high performance, and fuel efficiency with a striking exterior design. The Urban Cruiser Taisor is available with three engine options: 1.0L Turbo, 1.2L Petrol, and E-CNG.

Over the years, TKM has strived to improve customer experience throughout the purchase & ownership cycle by implementing timely and relevant schemes such as easy financing options. In addition to the latest tie-up and a plethora of in-house financing solutions through Toyota Financial Services (TFS), Toyota over the years has also launched several other tailor-made services with serval other financing institutes to offer customers choices and convenience of financial solutions to meet their diverse needs. The offers go beyond purchase of just new vehicles to cover used cars as well as service packages thus creating overall positive buying and ownership experience of Toyota cars.

Additionally, in pursuit of its customer centric approach, the company recently launched its second Company Owned Toyota Used Car Outlet (TUCO).  Operating under the brand name of “Toyota U-Trust” in New Delhi.  These outlets aim at offering customers high-quality and safe used cars whilst ensuring convenience, transparency, and peace of mind during the process of buying as well as selling Toyota cars. In addition, TKM also has a reach of 683 customer touchpoints nationwide.

Kotak Unveils Falcon Forex Card Exclusively For UAE Travelers

* Travelers using Kotak Falcon card get 100+ offers on tourist attractions, adventure sports, shopping, dining, and unique experiences

* Catering to the aspirational Indian traveling to UAE, including first-time travellers, the card offers savings of up to Rs 20,000

Kotak Mahindra Bank Limited (“KMBL/Kotak”) today unveiled Kotak Falcon Card – a single currency prepaid forex card for the growing number of Indians travelling to the United Arab Emirates (UAE). Kotak Falcon Card’s USP is the safety & convenience and cumulative savings up to Rs 20,000* it offers, making it lucrative for aspirational Indians.

Travelers using Kotak Falcon card for payments in UAE will get instant discounts at 100+ tourist attractions, adventure sports, shopping, dining, and unique experiences. Additional benefits include complimentary insurance cover, 24*7 reload service, instant refund, and hassle-free card replacement

The Kotak Falcon Card was unveiled at the Global Fintech Fest in Mumbai by Rohit Bhasin, President – Head Affluent, NRI, Business Banking and Chief Marketing Officer, Kotak Mahindra Bank; Muzaffer Hamid, CEO, Mercury Payments Services; and dignitaries from NPCI.

UAE represents an eclectic blend of modernity and luxury. It is also India’s third largest trading partner Kotak Falcon Card - single currency prepaid forex cardwith an integrated financial and digital payment system. It is no surprise then that 2.46 million   overnight travellers visited Dubai in 2023^ – the highest from any country, as per news reports. The large Indian diaspora, direct flights from many cities across the country and growing aspiration for international travel including first trip abroad continues to attract more Indians every year to the UAE.

Key Benefits:

• Safety & convenience of making payments during travel through prepaid forex card as against cash

• Travellers using Kotak Falcon card in UAE will get instant discounts at 100+ tourist attractions, adventure sports, shopping, dining, and unique experiences.

• Up to 50% off on tickets to explore various tourist attractions. 

• Up to 20% discounts across restaurants.

• Falcon forex cards will be accepted across all major merchant outlets and tourist attractions in the UAE.

Rohit Bhasin says, “As part of our focus to be most preferred bank for aspirational Indians, we are delighted to unveil a compelling value proposition – Kotak Falcon Card – exclusively for UAE travellers. The single currency prepaid forex card is a unique offering for the growing number of Indians traveling to the UAE, including first-time int'l travellers and provides them safety & convenience on payments made in the UAE and fantastic savings on payments towards leisure activities.”

Muzaffer Hamid says, “By enabling the Kotak Falcon Card, Mercury is advancing our vision of inclusive payments. We are partnering with NPCI International and Kotak Mahindra Bank to expand RuPay’s presence in the UAE, making financial services more accessible and reflecting our commitment to democratizing payments for the broader market.”

Kotak Falcon Card will be available for customers in the next two months.

About Kotak Mahindra Bank Limited

Established in 1985, Kotak Mahindra Group is one of India's leading financial services conglomerates. In February 2003, Kotak Mahindra Finance Ltd. (KMFL), the Group's flagship company, received banking license from the Reserve Bank of India (RBI), becoming the first non-banking finance company in India to convert into a bank - Kotak Mahindra Bank Limited. The Bank has four Strategic Business Units – Consumer Banking, Corporate Banking, Commercial Banking, and Treasury, which cater to retail and corporate customers across urban and rural India. The premise of Kotak Mahindra Group’s business model is concentrated India, diversified financial services. The bold vision that underscores the Group’s growth is an inclusive one, with a host of products and services designed to address the needs of the unbanked and insufficiently banked. As on 30th June 2024, Kotak Mahindra Bank Ltd has a national footprint of 1,965 branches and 3,279 ATMs (incl. cash recyclers), and branches in GIFT City and DIFC (Dubai). For more information, visit the company’s website at https://www.kotak.com/. 

Photo Caption: At an event organised at the Global Fintech Fest in Mumbai today, Kotak Falcon Card – a single currency prepaid forex card exclusively for travelers going to the UAE was unveiled by Rohit Bhasin, President – Head Affluent, NRI, Business Banking and Chief Marketing Officer, Kotak Mahindra Bank [2nd from left]; Muzaffer Hamid - CEO, Mercury Payments Services (UAE); Rajeeth Pillai, Chief Relationship Management Officer, NPCI [left]; and Rina Penkar, Product Head - NPCI International [right].

Eakadanat: A Cultural Convergence Through Art At The IIWC, Bengaluru

Lavanya International Art Foundation is thrilled to announce the upcoming art exhibition, Eakadanat, to commemorate Ganesh Chaturthi. This extraordinary event will take place at the Indian Institute of World Culture (IIWC) in Basavanagudu, Bengaluru, from August 31st to September 4th, 2024 between 10. 30 am to 7 pm.

Founded by the passionate artists Asima Choudhry and Piyali Sarkar, Lavanya International Art Foundation is dedicated to celebrating and promoting India's diverse artistic heritage. Eakadanat is more than just an art show; it's a cultural convergence that beautifully blends tradition and modernity. The exhibition will be inaugurated by renowned figures Dr. TS Sathyavathi, President of IIWC, and Kishore Joseph, Founder of Colorthon and Breathe Entertainment.

Featuring the works of over 50 talented artists from across India, Eakadanat showcases a breathtaking array of styles and techniques. From intricate pencil shading to vibrant oil colors and stunning metalworks, the exhibition offers a captivating journey through the evolution of Indian art.

Asima Choudhry, Co-Founder of Lavanya International Art Foundation, emphasized the exhibition's significance as a platform for both established and emerging artists to showcase their work. "We aim to create a dialogue between tradition and innovation, highlighting how these elements coexist and enrich each other in the world of art," she said.

Piyali Sarkar, Co-Founder, added, "The exhibition also serves as a platform for fostering connections among artists, art lovers, and cultural enthusiasts, encouraging the exchange of ideas and the celebration of artistic excellence."

Eakadanat is a must-visit event for art enthusiasts and cultural connoisseurs. All are welcome to attend this free exhibition.

For more details call : 8660912728, 9933971982

Veera Vahana And Exponent Energy Announce The World's First 15-Minute Charging Intercity Bus, ‘Veera Mahasamrat EV’

*        The electric bus can rapid charge in 15 minutes using Exponent’s 1 MW charging technology

*        The world’s first 13.5m EV bus on 2-axles comes with Exponent’s 320 kWh battery pack and an industry-leading battery warranty of 6 Lakh km/3000 life cycles

*        Focusing on long-haul intercity travel, the two companies are focused on beginning operations with the Bengaluru - Hyderabad route, along which Exponent will install four charging stations

Veera Vahana - a leading player in the bus industry has partnered with Exponent Energy, an energy-tech company to announce a 15-minute rapid charging long-haul intercity electric bus. The ‘Veera Mahasamrat EV’ powered by Exponent is the world’s first 13.5m electric bus on 2-axles. It’s equipped with Exponent’s 320 kWh battery pack enabling a virtually unlimited range with 15-minute rapid charging on the go via Exponent’s 1MW charging network. Additionally, a battery warranty of 6,00,000 km or 3000 battery life cycles, paves the way for better financing options and ease of ownership.

The Veera Mahasamrat EV represents a game-changing advancement for fleet owners, reducing their operating expenses by 30% compared to an ICE bus. For the first time, with 15-minute rapid charging and the Exponent charging network along highways, bus operators can now go electric on long-haul inter-city routes without having to worry about range and long charging time.

Currently, the two companies are focused on electrifying the Bengaluru - Hyderabad route. To support operations, Exponent Energy will deploy four 1 MW charging stations - two at each endpoints and two along the highway - this will ensure bus operators can seamlessly shift from ICE to electric with the same experience of number of stops and downtime per stop.

Celebrating the announcement, K. Srinivas Reddy, Managing Director, Veera Vahan said,

“Today, electric buses are restricted to short-haul or intracity operations due to limited range and long charging time. It’s difficult to package a single battery to deliver 600km of range and with long charging time - customers are not willing to wait for an hour along the highway. Typically, diesel buses stop every 300 km for 15-20 minutes and our unique partnership with Exponent mimics the same experience. Now, bus operators can seamlessly switch to electric with the Veera Mahasamrat EV and save more in their operations!”

The company’s technology stack meticulously manages each cell's characteristics through its BMS, charging algorithms, and thermal management using its proprietary off-board thermal management system - where the charging station actively pumps coolant to the battery while charging to maintain optimal temperature and thus delivering consistent performance even at ambient temperatures as high as 50°C.

Commenting on the announcement, Arun Vinayak, Co-founder & CEO of Exponent Energy stated, “We’re excited to partner with Veera Vahana, a seasoned player in the bus industry, to truly electrify the long-haul intercity bus segment. We’re thrilled to have built the world’s third 1 MW charging technology – after Tesla & Siemens – in India, for India. With freedom & accessibility delivered by 15-minute rapid charging and the Exponent network, we’re committed to enabling all of India to go electric.”

Both Veera and Exponent, as pioneers in the EV sector, remain committed to driving progress and shaping the future of mobility through innovation and collaboration.

About Veera Vahana

Veera is one of the leading bus manufacturer in India. Veera manufacturers various types of buses in ICE & Electric like Tarmac Coach, 13.5mts Mahasamrat  Samrat and 9mts Electric buses. Veera is the leader in Sleeper Coach manufacturing in the country.

To know more visit our website: www.veerabus.com

About Exponent:

Led by Arun Vinayak & Sanjay Byalal, Exponent Energy aims to simplify energy for EVs. The company has built a battery pack named e^pack; charging station called e^pump; and charging connector e^plug that together unlock a 0 to 100% charge in 15 minutes for EVs with any number of wheels & provide a 3000-cycle life warranty – all while using regular Li-ion cells to make rapid charging truly affordable and scalable.

To know more, visit the official Exponent Energy website: www.exponent.energy

Neokred Launches "Blutic": India's First futuristic Consent Manager At Global Fintech Festival

* This cutting-edge platform redefines data compliance, combining Neokred’s expertise with innovative solutions to safeguard user trust and privacy, enabling businesses to thrive in a rapidly evolving digital landscape.

Neokred, a leading name in tech infra innovation, has just announced the launch of its revolutionary product, "Blutic”, India's first futuristic consent manager. This comprehensive data compliance and user empowerment platform is designed to safeguard businesses against evolving regulations while building and maintaining trust with their users in the digital age.

In today's digital landscape, trust is as valuable as gold. A single data breach can compromise an entire business, turning a once-secure vault into a target for malicious actors. Blutic addresses this critical need by providing a solution that not only ensures compliance but also empowers users with unprecedented control over their data. Recognizing that compliance is not merely a protective shield but a delicate balance, Blutic helps businesses navigate the complexities of data privacy regulations with confidence. The platform anticipates changes in privacy laws, ensuring that companies stay ahead of regulatory developments and avoid costly penalties.

Blutic offers a suite of features tailored to modern data management needs. Users can choose which data to share and how it is utilized, granting permissions with complete transparency. This crystal-clear approach allows both businesses and users to know exactly what data is being used, how, and where. Trust is further reinforced through robust encryption, ensuring that data is securely stored within users' devices, and the platform's consent validity feature defines clear time frames for data retention.

For businesses, Blutic presents a range of B2B solutions designed to streamline compliance and boost operational efficiency. The platform automates regulatory workflows and dynamic consent management, eliminating the need for cumbersome paperwork with its streamlined onboarding and digital processes. With Blutic, businesses gain confidence and clarity, thanks to comprehensive audit trails and transparent user complaint mechanisms.

On Launching Blutic, Tarun Nazare, Co-founder and Managing Director of Neokred says, “Blutic is India’s first futuristic consent manager solution. With the introduction of the DPDP Act by the Government of India, focusing on enhancing data privacy of individuals. In the 21st century our basic needs are going through drastic changes, like Data. The DPDP Act enables the new generation to safeguard their data. Data is scattered across multiple platforms and apps in the country today and there is a need to empower the user and the businesses to manage consent in a responsible manner, and this is what Blutic intends to deliver through its revolutionary solution. Blutic helps both businesses and individuals to know what data is being shared, manage time-based consent for specific purposes, delete or revoke the consent as and when needed, and most importantly doing this from a centralised platform of Blutic. Blutic is the future of data privacy and consent management for India."

Blutic's offerings include an open-source login system, easily integrable into corporate infrastructures, and a versatile SDK for managing consent across both new and existing users. The Blutic Portal allows businesses to define consent scopes, edit and modify them as necessary, and maintain detailed consent logs. Key benefits of the Blutic platform include one-click login for seamless and secure onboarding via Blutic OAuth, multilingual options for a more personalized user experience, and dedicated support through a Customer Success Manager to handle client and user queries. Additionally, Blutic features a scoring mechanism to evaluate user authenticity, further enhancing trust, and a dedicated Consent Dashboard to view consent logs, analytics, and manage consent scope.

With Blutic, Neokred sets a new standard for data compliance and user empowerment, providing businesses with the tools they need to navigate the evolving digital landscape confidently and securely. 

About Neokred

Neokred stands at the forefront of India's digital revolution, driven by a passionate commitment to leveraging technology as a catalyst for profound change. Founded with the vision of revolutionizing the financial services industry, Neokred empowers brands to establish deep, trusted connections with their customers through seamless, personalized experiences. The journey began in the early days of Indian tech infra, where Neokred pioneered solutions that reduced go-live times from over 18 months to just three, freeing up resources for continuous innovation. Today, Neokred continues to set global benchmarks in customer experience, utilizing its expertise to shape a future where technology enriches human interaction and cultivates lasting customer loyalty.

Accenture Appoints Arundhati Chakraborty As Group Chief Executive of Accenture Operations

* Yusuf Tayob named Global Communications, Media & Technology Industry Practices Chair

Accenture (NYSE: ACN) today announced that Arundhati Chakraborty has been appointed group chief executive of Accenture Operations, effective as of Sept. 1.

As clients look to reinvent their operations using tech, data and AI, Chakraborty brings an outstanding track record delivering complex transformations, particularly in her current role leading over 185,000 Accenture people across more than 125 Intelligent Operations Centers, focusing on compressed transformation through analytics, artificial intelligence and automation. With 30 years of industry experience, her ability to shape and implement talent strategy across diverse teams will help Accenture create ever greater value for clients around the world. Arundhati will be responsible for growing the company’s $10B Operations business and bringing even greater innovation to Accenture’s clients, tapping vast opportunities created with generative AI and automation.

Yusuf Tayob will become the global Communications, Media & Technology industry practices chair at Accenture. He will leave the role as group chief executive of Operations where he played an essential role pivoting the company’s managed services business to bring new data and AI capabilities to clients. He brings to his new role a unique blend of cross-service skills and industry expertise based on his 20 years of CMT experience. Tayob has held many leadership positions at Accenture, including leading the North America CMT consulting practice and the Salesforce business group in Accenture Technology. His deep industry knowledge and broad experience working with CMT clients make Tayob a uniquely qualified leader to help grow the CMT industry practices.

“With incredibly deep expertise partnering with clients to drive large-scale transformations in their operations, Arundhati is uniquely positioned to lead this critical part of our business,” said Julie Sweet chair and CEO of Accenture. “Arundhati’s commitment to developing talent and new services based on gen AI and automation make her the ideal leader for our Operations business.”

Sweet added, “With his deep industry expertise, commitment to innovation and passion for developing people, Yusuf possesses exceptional qualities to lead our priority industry practices within CMT. I am confident that under his leadership, Accenture will continue to deliver even more value to our clients.”

Chakraborty and Tayob both remain on the Accenture Global Management Committee.

About Accenture

Accenture is a leading global professional services company that helps the world’s leading businesses, governments and other organizations build their digital core, optimize their operations, accelerate revenue growth, and enhance citizen services—creating tangible value at speed and scale. We are a talent and innovation led company with 750,000 people serving clients in more than 120 countries. Technology is at the core of change today, and we are one of the world’s leaders in helping drive that change, with strong ecosystem relationships. We combine our strength in technology with unmatched industry experience, functional expertise, and global delivery capability. We are uniquely able to deliver tangible outcomes because of our broad range of services, solutions and assets across Strategy & Consulting, Technology, Operations, Industry X and Accenture Song. These capabilities, together with our culture of shared success and commitment to creating 360° value, enable us to help our clients succeed and build trusted, lasting relationships. We measure our success by the 360° value we create for our clients, each other, our shareholders, partners, and communities. Visit us at www.accenture.com.