A brand strategy consulting firm, that helps changemakers and responsible corporates achieve recognition through social good.
A brand strategy consulting firm, that helps changemakers and responsible corporates achieve recognition through social good.
Our mission, is to create an equitable world, where policymakers, impact enablers and businesses work together as drivers of change.
Our mission, is to create an equitable world, where policymakers, impact enablers and businesses work together as drivers of change.
The Client
SHM Shipcare, a family run business is one of the oldest organisations in the marine safety sector. As a conscious and sensitive Brand, SHM is sensitive to issues related to seafarers and the protection of the ocean bios. One such cause this is close to their heart is - Empowering Women Seafarers.
SHM Shipcare wanted to establish their Brand personality that reflected this purpose and their business acumen with equal intensity.
Goal
-
To devise and execute a Brand Activation strategy that furthers their social mission and positions SHM as a respectable brand in the seafaring fraternity.
-
To build their social mission and implement it as a long term cause.
-
To promote SHM as a thought leader and front runner in promoting indigenous manufacturing of boats and shipping safety equipment.
SHM Shipcare
Client: SHM Shipcare
Service: Brand positioning and Digital Marketing
Sector: Shipping Industry / Manufacturing
Our Approach
SHM Shipcare didn’t just need a facelift. We wanted them to be recognised as a living, breathing, thinking and caring system. We put down a plan that would develop SHM Shipcare internally and hence reflect their values in a positive way to their external stakeholders. A number of campaigns, events and activities are being carried out, but the ones below have been the ones most dear to us as well as the client.
The Cause and hence the Social Mission
The first step was to define a cause that could serve as SHM’s Social Mission. Seafaring is a tough job and women are seldom motivated to take up the mantle. The management of SHM had voiced their inclination to do something for the empowerment of women seafarers and urge more women to join the field. We chose this as their guiding path and focused our Brand Activation and Marketing efforts in parallel to the mission.
Campaign
Women’s Day Campaign with the crew of INS Tarini
A cause or a mission cannot be a marketing gimmick. It is something that serves as the guiding light in the heart of every member of the organisation - from the founder, partners, vendors to the last point of contact facing the customer. To do this, we devised campaigns that drew participation from the entire team of SHM.
For Women’s Day, we invited the world’s first all women crew to circumnavigate the earth - the crew of INS Tarini. As the first ones to attempt this feat, it was a moment of pride for the country and SHM wanted to celebrate that and set an example for more women out there. The crew was invited SHM’s Ghodbunder branch, where they were felicitated by SHM’s Chairman for their noteworthy contribution to the country.
The BetterIndia was roped as the PR partner.
Organic Reach: This campaign video has reached 97.3k viewers so far.
Celebrating Women in Maritime - Seafarers’ Day special
Empowering women in maritime has been at the forefront of SHM Group’s social mission. They believe that it is the mindset of the society that deems women as unequal to men.
In order to dissociate this thought process, we put together an event called ‘Celebrating Women in Maritime’ #CWIM 2019, to mark the Seafarers’ Day, in collaboration with the Director General of Shipping and WISTA on September 11, 2019, at the Trident Hotel, Nariman Point, Mumbai.
The event saw active participation from some of the prominent people of the fraternity like The DG Shipping Mr Amitabh Kumar, The Chairman and MD of Shipping Corporation of India, Mrs H K Joshi, seasoned seafarer Capt. Suneha Gadpande, Provost of Tolani Maritime Institute Capt. Razdan, reknowned Maritime Lawyer Ms. Sandhya Pillai, Vice President Heading Training and Assessment at The Great Eastern Shipping Company Mr. David Birwadkar and Executive Director, ONGC Mr. Suresh Jandial.
The dignitaries engaged in a healthy panel discussion that tabled the issue of ‘How seafaring can be made accessible to women seafarers’. This event was well covered by the leading news dailies of Mumbai and received well among the stakeholders of the maritime fraternity.
The intent of putting this together was to get to understand the ground realities of being a woman seafarer on board, and how those could be tackled further. Further, this event helped in positioning SHM Group as a responsible brand in their public sector shipping and maritime fraternity which had a positive impact on their business as well.
Ocean’s Day 2017 Beach Cleanup Campaign
The first all-women crew to circumnavigate the earth, these brave women have etched our country’s name in history. Partnering with BetterIndia, we put together an event where SHM felicitate the crew of INS Tarini and this event was promoted further by BetterIndia.
Organic Reach:
This campaign video has reached 97.3k viewers so far.