About The Brand

Led by Anil D Ambani, Reliance Group is a leading Indian conglomerate with interests in EPC, power, finance, defence, aviation, entertainment & healthcare. The conglomerate is among India's top private sector businesses serving millions across power, financial services, infrastructure, & healthcare sectors.

The Challenge

The brand after facing a setback in funds started attracting a lot of negative and unwanted coverage in the mainstream media online leading to negative search results in both Google search results and Google News search results. The client wanted to scale down the negative narrative set in the search results and show the brand in a positive light.

The Solution

As much was the temptation to go for an aggressive PR to control the narrative, after assessing the situation thoroughly, we decided that it would be best to repurpose the already present positive articles, news stories, and content available in different formats. The aim was to bring about positive, spontaneous, organic and monitored set of search results by making sure that the external positive stories rank well. We projected that this approach would deliver targeted cost-effective results and achieve a more natural and credible set of search engine results. It also meant that an easily-scalable system could be created and used in the event of future negative reviews.

This we did by:

• Repairing search results
• Influencing social media conversations and trends
• Removing/reducing the significance of negative links
• Providing counter-narrative
• Content creation & link building

The Impact

• The results were a staggering downfall in the listings of the negative results on Google.
• Most of the results displayed as neutral and a smaller fraction of them rendered as positive.
• The principals attracted a lot of positive coverage from the mainstream media which was also one of our desired objectives.