From Zero to Hero: PR Stunts That Made Indian Startups Famous Overnight
It takes more than a stellar product to stand out in India’s competitive startup landscape, which is home to 1.28 lakh ventures (DPIIT 2024). To propel a brand from obscurity to instant celebrity, a daring, spectacular public relations act is required. Our obsession at Wing Communications is figuring out what makes these moments happen. From Zomato’s viral tweets to Ola’s free rides, discover how PR stunts helped Indian businesses become well-known, along with strategies you can employ and a free PR Stunt Idea Generator PDF to help you get started.
1. Ola Free Rides: Riding the Wave of Need
Case Study: Ola made news in 2015 when it provided free rides amid the disastrous floods in Chennai. Ola sent out boats and taxis to transport thousands of people for free as roads swamped. In just a few days, the stunt received 10 million impressions, solidifying Ola’s position as a mobility saviour.
The PR Tactic:
- Tap a Crisis: Ola turned a crisis into a brand victory by aligning with a real-time need: mobility in chaos.
- Amplify Fast: They used WhatsApp and Twitter to spread the word, reaching 530 million WhatsApp users in India (Statista 2024).
- Human Angle: Emotional shares were stoked by pictures of drenched riders thanking Ola drivers.
The Result:
Ola saw a 40% spike in reservations following the floods. What is the opinion of Wing Communications? When time and empathy are coupled, public relations is combustible.
2. Zomato’s Tweet Storm: Humor That Feeds Fame
Case Study: “Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye” was the witty tweet that went viral during India’s lockdown in 2021. The Economic Times published it, and it received 50,000 retweets. Zomato became more than simply a culinary app overnight; it became a cultural voice.
The PR Tactic:
- Trendjack: Zomato capitalised on shutdown fatigue, which was a popular issue among 560 million Indian internet users (IAMAI 2023).
- Keep It Simple: No budget was required—just one relatable line broke through the clutter.
- Engage Back: Zomato extended the hype for days by responding to fans.
The Win:
In just one month, brand recall increased by 25% ( Nelson 2022). Wing Comm’s observation: When it’s timely, wit wins.
3. Paytm Cashback Blitz: Cashing in on Chaos
Case Study: Paytm launched a “Go Cashless” campaign with substantial cashback rewards following the demonetisation in 2016. In just three months, 185 million users signed up as billboards said, “ATM nahi, Paytm karo” (StartupTalky 2024).
The PR Tactic:
- Seize the Moment: Paytm’s runway was the cash constraint caused by demonetisation; they debuted in less than 48 hours.
- Mass Reach: 400 million newspaper readers (IRS 2019) and TV screens are exposed to advertisements.
- Reward Users: Cashback’s brilliant gamification transformed downloads into loyalty.
The Payoff:
The value of Paytm skyrocketed above $10 billion. Wing Comm’s lesson: Overnight legends are created by daring actions in chaos.
4. Swiggy’s Hunger Savior: Local Love Goes Viral
Case Study: Swiggy provided free meals to flood-affected communities in Hyderabad in 2018 as part of their “Hunger Saviour” initiative. Orders in Tier-2 cities doubled as local Telugu and Hindi media embraced it (WARC 2019).
The PR Tactic:
- Go Local: Sixty percent of Indians like local news, and Swiggy spoke in regional languages (WAN-IFRA 2023).
- Show Impact: Five million people watched videos of delivery heroes on streets wet by rain.
- Partner Up: Reach and credibility were increased by collaborating with NGO.
The Impact:
Within ninety days, Swiggy added fifty thousand delivery partners. Wing Comm’s perspective: National celebrity grows from local beginnings.
5. Byju’s Free Classes: Learning That Launched
Case Study: Byju’s provided free online courses in 2020 while India was under lockdown. After 100K WhatsApp forwards and a Forbes India feature, downloads skyrocketed to 100 million (Statista 2021).
The PR Tactic:
- Solve Pain: Parents’ lockdown problems are alleviated by free education; 74% of people trust brands with a purpose (Kantar 2022).
- Spread Word: Posts on LinkedIn and WhatsApp generated natural buzz.
- Scale Fast: It sold quickly, so Byju launched it across the country in a week.
The Result:
Byju’s worth reached $16 billion. Wing Comm’s perspective: Fame comes after you solve a problem.
The PR Stunt Playbook
These stunts weren’t luck—they were strategy. Here’s how to craft your own:
- Find the Trigger: Choose a wave to ride, be it a crisis, a trend, or a local need.
- Keep It Real: Authenticity (like Ola’s boats) is always preferable than gimmicks.
- Go Multi-Channel: India has a wide variety of media. Check out WhatsApp, Twitter, and newspapers.
- Act Quick: The buzz can be made or broken in 48 hours.
According to a 2023 PRCA Report, timely campaigns result in 45% higher engagement. You can quickly reach 1M eyeballs with this playbook.
Free PR Stunt Idea Generator PDF—Your Fame Starter
Do you want to come up with your own overnight hit? With its abundance of templates, India-specific hooks, and prompts, our PR Stunt Idea Generator PDF is your cheat sheet. It’s yours to take advantage of, and it includes anything from Christmas tie-ins to monsoon relief suggestions.
Why Wing Comm?
At Wing Communications, we’re PR junkies dissecting India’s wild startup ecosystem. We don’t claim these wins—we study them, offering services like media strategy and digital amplification to help brands shine. Our passion? Turning zeros into heroes.
India’s startup game rewards the daring. With the right PR stunt, your brand could be the next overnight icon. Snag the PDF, steal these tactics, and let’s make noise. Contact us to brainstorm your big move!
