JSM Corporation Pvt. Ltd.

Six monthly Review (July-September,2009)

Prepared by

Avian Media

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Agenda

 Objective
 Strategy
 Target audience
 Key messages
 PR programme (January – June 09)
– Corporate
– Hard Rock Café- Mumbai, Pune, Delhi, Bangalore and Hyderabad
– Shiro- Mumbai and Bangalore, Goa(property inactive)
 Achievements
 Concerns & recommendations
 Way forward: Recommendations

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Objective

 Corporate
– Build leadership credentials for JSM Corporation Pvt. Ltd.

 Restaurants
Hard Rock Café as premiere
dining and entertainment
destination which offers
Position the American fare in Rock and
Roll environment
forte of JSM
Hospitality
Business’ Shiro as super premiere
lux-lounge which serves Asian
cuisine

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 Strategy and approach -- corporate

Strategy
– Establish JSM Corp Pvt Ltd as the leader in standalone
restaurants
– Profile spokesperson(s) as industry experts in the current
hospitality sector
– Communicate the future growth plans of JSM Corp Pvt Ltd
Approach Corporate Interviews to
communicate the future
growth plans
Establish the
group and Contribute to industry
spokesperson as articles in order to
leaders promote thought
leadership

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 Strategy - restaurants
 Showcase distinct proposition for each restaurant
– “Hard Rock Café”- Premiere entertainment and dining destination: (HR Café India Pvt
limited: 100%subsidiary of JSM Corp pvt Ltd)
– “Shiro”- Super premiere lux lounge

Food Reviews, listings, Special

Chef Profiling Events, theme nights
Showcase distinct
Proposition
Highlight USPs that B2B-tie up with
Resonate with the brand other corporate

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Target Audience
 25 – 40 years
– Corporate Media:
• Entrepreneurs  HT City
• Heads of MNCs  Delhi Times
• Corporate Honchos  Bangalore Times
• Globetrotters  NDTV Good Times
 Pune Mirror
– Expat community  HT Café
• Diplomats  DNA After Hrs
• Students Mumbai Mirror
• NRIs Deccan Chronicle
Hindu Metro Plus
– Socialites
Business Standard
New Indian Express
• Fashion fraternity
Midday Pune
• Celebrities
Deccan Herald
• Achievers
many more

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Key Messages

 Corporate

– JSM Corporation Pvt Ltd-a holding company promoted by restaurateurs

Jay Singh and Sanjay Mahtani

• Jay Singh “Investment Banker turned into a restaurateur” and Sanjay

Mahtani “Connoisseur of Entertainment and Asian food” getting
International restaurant formats to India

– JSM portfolio includes a repertoire of twelve outlets including some of

India’s most successful and well known independent restaurants: Hard
Rock Café, and inhouse lux lounge– Shiro

• Consistently applying global expertise in new hospitality ventures

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Public Relations Programme
for
July-September 2009

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 Programme Undertaken -- Corporate
 Pitched corporate profiling of JSM
with Weekend Business Standard

– Half page story appeared across

Delhi , Mumbai and Bangalore
profiling Jay and JSM
Headline: we built this city on Rock and
roll

 Pitched corporate profiling with

Images and food retail

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 Non-Media

 Co-ordinate with external PR agencies (e.g. Rolling Stone, VH1, Tuborg, Jim Beam) for event resource bank

 Sourcing Photographers and external vendors for Events and aesthetic venue shoots

 Coordinated marketing tie ups for JSM Outlets with M magazine and DLF Brands

 Introduced Avian potential clients like (Play Up, BAE, Tata BP, DLF ) to the outlet

 Social Media for Hard Rock Café by promoting events via facebook

 Update JSM on the concerns and issues faced by Hard Rock Café fans

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Key Messages

 HR Café India Pvt Ltd. is a 100% subsidiary of the JSM

Corporation India provides unique performance platform for
both upcoming and established Indi- rock artist and DJs

– premiere dining and entertainment destinations, that offers

American fare in a rock ‘n’ roll environment

– showcase memorabilia from rock legends across the world,

– Mecca for rock lovers.

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Hard Rock Café- Approach

Approach

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Activities undertaken post HRC Delhi Launch
 Positive food reviews with the following publications
– Elle
– Mid day
– Ht City
– First City
– Time Out
– The Hindu
– Andpersand
– The Week
– The Man

 Venue review: Positive venue review in the following publications;

– Elle Décor
– What’s Hot
– Blender
– Rolling Stone
– India Today Travel Plus
– Travel+Leisure

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Hard Rock Café- Delhi
Thursday Live Band Performances

Thursday Live band performances

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Hard Rock Café- Mumbai
Tuesday-Thursday Live Band Performances

Total Bands Handled in the Qt. = 25 bands

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Hard Rock Café- Pune
Thursday Live Band Performances

Total Bands Handled in the Qt. = 10 Bands

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Hard Rock Café- Bangalore
Thursday Live Band Performances

Total Bands Handled in the Qt. = 14

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Activities undertaken: Sponsored Events /
International Artists
Prime Circle: Delhi, Mumbai & Bangalore
Initiated pre-event interaction with the target media
Coverage on pre-event interaction appeared in the following
publications;
– Blender Deccan Herald
– HT City New Indian Express
– Pune Mirror Deccan Chronicle
– HT Café – Mumbai Bangalore Mirror
– Asian Age Hindu
– Indian Express
– Midday
 Drafted listings press release and shared with the media
 Coverage appeared in the following publications
– HT City Times Of India
– Mail today Midday
– Midday Mint
– Asian Age Deccan Chronicle
– Indian Express New Indian Express

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 Activities undertaken: Sponsored Events

 Parikrama:
Coordinated interactions with Indian Express, HT City, Blender
 Drafted listings press release and disseminated it to the target media

 Coverage appeared in the following publications;

– Delhi Times, Mail Today, Asian Age, Indian Express, Time Out, First City

VH1 events: Outlandish(July) and Raghav(August)– Delhi, Mumbai and Bangalore

 Coordinated with VH1 and shared the interactions request with them;
– Mail Today, 9X, PTI, Zee, What's Hot, Delhi Times, Ht City

 Drafted listings press release and disseminated it to the target media

 Coverage appeared in the following publications;

– HT City, Whats Hot, Delhi Times, Mail Today, Asian Age, Indian Express, Time Out, First City, Rolling Stone, HT Café, Mumbai Mirror,
Pune Mirror, DNA – Pune, DNA After Hrs- Bangalore, Chronicle Bengaluru, Expresso – NIE, Bangalore Mirror, Metro Plus- Hindu

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 Activities undertaken

 Industry participation
– Pinktober
– Increase demand of rock music in Delhi
 Preferred Location for various photo shoot- Magazines &
Electronic.
– Bloomberg UTVi- Smart Money( 3 weeks in a row)
– Time Out – Sindhi Rock feature shot at HRC Mumbai.

 Activities declined
1. Photo shoot with M magazine, Zee
2. Story Opportunity with Aaj Tak
3. Time & Style – Music special photo shoot.

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HARD ROCK CAFE India.

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 PR Tools Used.

TOOLS

38 32 30

F&B Services
231
IndieRock Bands
SponsoredEvents
253 Listing
Post Event
Misc.

127

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Tone of Coverage

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Quality of Coverage

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Quality of Coverage – Initiated/ Uninitiated

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Social Media

– Regularly update Hard Rock Café fans on the upcoming events

– Updated JSM on issues and concerns faced by Hard Rock Café fans:
• Gang of girls faced problem while entering Hard Rock Café
• Acoustic concerns

– Answered all the queries from Hard Rock Café fans on the events like
cost, timings

– Updated fans on the availability of the live performance tickets

– Managed racism comment posted on the facebook community and

solved the issues online

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Achievements

 ET NOW- Baby Love Rock coverage

 Travel +Leisure and Elle rated Hard Rock Café- New Delhi as one of
the top ten restaurants in the city

 UTVi shot weekend program Smart Money and featured HRC

Mumbai 3 weekends in a row.

 Felicitation for Best Franchise PR amongst Hard Rock Worldwide

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What has worked and what has not
 What has worked

– Events like Outlandish, Parikrama and Friends, Bauchklang

– F& B coupon system for media

 What has not worked

– Monthly rosters are not shared on time

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SHIRO

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Key Messages

 SHIRO, in-house brand of JSM, high end Asian restaurant

• High end Asian restaurant that serves predominantly Japanese cuisine but also
has various options of Vietnamese, Korean and delectable Thai cuisines
• Launch of a new and refreshing menu with a great selection of oriental cuisine in
Mumbai

• Launch of Brunch in Bangalore

• Ministry of Sound Nights – once a month event featuring international DJs part of
MOS tours.
• Also, a Unique platform for both upcoming and well established DJs to perform
and be heard during Studio 54 nights
• The ultimate entertainment and dining destination

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Programme Undertaken- Shiro Mumbai

• Ministry of Sound – DJ David James - July

 HT Café
 DNA After Hrs
 Mumbai Newsline
 Mumbai Mirror
 Midday
 UTV- Bindaas

• Ministry of Sound – DJ Spencer – August

 Mumbai Mirror
 Asian Age- Mumbai Age
 HT Café
 DNA After Hrs
 Bombay Times

• Ministry of Sound – DJ RAE – September

 DNA After Hrs
 HT Café
 Midday
 Bindaas.com
 Radio and Music.com
 NDTV Good Times- Cool Q

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 Programme Undertaken-Shiro Mumbai

Shiro Sunday Brunch / F&B Service

• Time Out
• Elle Directory
• Living Etc.
• HT Cafe

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 Programme Undertaken-Shiro Mumbai

 Studio 54

• Time Out-
Mumbai
• HT Café
• Asian Age

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 Programme Undertaken-Shiro Bangalore

Shiro Sunday Brunch

• Midday
• Expresso – The new Indian Express
• Bangalore Mirror
• Bangalore Times – Times of India
• Metro Plus – The Hindu
• DNA After Hrs- DNA

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SHIRO-Property wise coverage break up

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Total coverage

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Tool Used

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Kind of media

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Quality of coverage

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Quality of coverage –Initiated Vs Uninitiated

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Tone of voice

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What has worked, what has not
Shiro Mumbai
 Worked:
• The Ministry of Sound Events and Remix Nights.
• New Concept placing further in the Nightlife in Mumbai.

 Not Worked:
• MOS DJs are note featured on the official website.

• MOS DJs are brought down by DJ Ivan who throws major attitude at Media.

• Roster gets to us extremely delayed.

• Lack of Resource bank –pictures- on MOS events has to be fabricated by Mumbai Team.
• Agency not aware of travel schedule of Sanjay for the food reviews or Menu Launch.

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What has worked, what has not
Shiro Bangalore
 Worked:
• Launch of Sunday Brunch.

 Not Worked:
• Agency not aware of travel schedule of Sanjay for the food reviews

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 Achievements
 Living Etc
– Shiro in top 6 restaurants in Mumbai placed at #3.

 Travel+Leisure
– Shiro in top 10 best restaurants in Bangalore (September ‘09)

 Hindustan Times
– Name Game ( August ‘09)
– Meaningfully Yours (July ’09)

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THANK YOU

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