Case Study
GMR Group - Delhi international airport modernization: managing perceptions in high stakes litigation
Challenge
GMR Group was faced with a legal challenge in the High Court, which later escalated to the Supreme Court, filed by ADAG, alleging irregularities in the contract awarding process by GoI for the Delhi Airport modernization. To support its litigation, ADAG ran an aggressive PR campaign in the media, questioning validity of the contract award process, while casting aspersions on GMR’s capability and experience to deliver the project, given the high stakes to get airport ready in time for the Commonwealth Games that were scheduled to be held in New Delhi, a matter of national prestige. The negative PR campaign sought to mould public opinion to influence a sub-judice matter and harm GMR’s perception.
Approach
A PR program aimed at dispelling the disinformation and negative campaign, while also merchandising GMR Groups credentials as a worthy infrastructure major that is capable of successfully delivering the airport modernization was developed. The PR strategy for GMR adopted a twin focus:
- Calibrated media campaign showcasing GMR strengths in infra space, owing to milestone projects in the highways, power and airports space that it had delivered or was engaged with at that time, with an eye on squarely targeting malicious allegations in the media stories levelled by ADAG.
- Not responding to allegations in the media as matter was sub judice made it die a quick death in absence of a response.
- Daily briefing with key media was conducted to explain the day’s proceedings in court to ensure factual news reportage.
Result
- The PR campaign by focusing on positive messaging favorably profiling GMR Group’s Infra sector credentials, while completing ignoring negative media coverage by ADAG, ensured such coverage died down as media became lost interest around it after a while.
- The SC dismissed the petition by ADAG and rebuked the petitioner through on the record statement, reprimanding it for running a media campaign on a sub-judice matter, vindicating the positive PR strategy for GMR.
Other Projects
Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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