CASE STUDY
MINDGROVE CHIP LAUNCH
PROJECT BACKGROUND:
MINDGROVE AND SECURE IoT CHIP
On May 6th, Mindgrove announced the launch of India’s first indigenously designed commercial high-performance MCU chip – named Secure IoT – that is designed for IoT devices, and delivers 70% of high-end features at and costs 30% lower than its competitors.
Mindgrove Technologies – a peak XV backed, IIT-M incubated fabless semiconductor chip design startup produces state of the art scalable, and reliable System-on-Chips (SoCS) in India under the brand name Mindgrove Silicon. Mindgrove was founded by Shashwath T R and Sharan Srinivas J and is backed by Peak XV Partners, Speciale Invest and Whiteboard Capital.
Mindgrove, being a design company had made the design for their inaugural chip – Secure IoT, and had sent it for manufacturing to Taiwan. They planned to launch the chip once they receive it from the foundry and after testing it. Once the chip was ready to be launched they sought our support in leveraging PR to maximize reach and get the spokespeople’s thoughts to the right set of target groups through media outreach. The launch of Secure IoT was planned to happen on the 6th of May 2024.
Mindgrove had planned to launch their inaugural chip – Secure IoT- on the 6th of May 2024 and was looking for maximum traction in the media, with the highest level of coverage spanning broadcast, print, online, and regional media nationally. Their objective was to attract the attention of a very sophisticated target audience, which consisted of government officials, investors, OEM/ODMs, C-Suite Executives, Entrepreneurs, Lawmakers, and laymen. Since it was India’s first indigenously designed commercial high-performance MCU chip – Mindgrove expected a strong and thorough wave of news on the date of launch.
Challenges and PR Execution for the Pioneering Chip
CHALLENGES
Lok Sabha Elections: The product launch coincided with the nation’s most prominent news cycle, the Lok Sabha Elections, where every channel is saturated with updates on the largest dance of democracy. Against this backdrop, Madchatter orchestrated a significant news blitz that would captivate audiences nationwide.
Depending on an embargo: Since we had planned live interviews with journalists prior to the launch we had to ensure the non-leaking of information or news before the agreed time of embargo.
Stakeholders: The involvement of the many stakeholders like the investors – Peak XV Partners, Speciale Invest, and Whiteboard Capital and the supporters and Incubators – IITM Pravartak Technologies Foundation and IIT-Madras Incubation Cell, elevated the necessity to ensure an intact and inclusive messaging amplified across media.
MADCHATTER’S INTEVENTION:
We executed an on-ground media rounds strategy to crack live interview opportunities for Mindgrove. We conducted interviews with key business figures and top-tier mainstream newspapers, as well as prominent business channels, under embargo one week prior to the scheduled event launch. Additionally, we targeted six cities where our target audience was most concentrated, distributing press releases and sharing copies with the press.
Impact
We garnered 160+ stories across India in key financials, mainlines, and regional media. India’s most-watched business channel, CNBC TV18, carried a six-minute-long profiling piece on their prime show – CNBC TV18 Startup Street. The Economic Times and The Hindu Business Line carried the announcement across all their editions on the day of the launch; The Times of India and The New Indian Express carried the announcement on the city pages. The Mindgrove website saw 11,000+ Impressions on the week of the launch and received a flurry of inquiries on their website about the product and potential partnerships that can be explored.
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