Case Study

GBM Live! Newsroom Powers NILF


Real-time and real efficient media engagement
For the NASSCOM India Leadership Forum, a physical and virtual newsroom made the ‘paperless forum’ dream come alive


In over two decades since its inception, NILF (NASSCOM India Leadership Forum) has evolved continuously to emerge as one of the most respected, renowned and sought-after global leadership platforms in the country. The Forum typically brings together over 1,000 companies and attracts over 1,500 delegates from across 31 countries. This mega forum encapsulates strategies and learnings that transcend the industry. It is the place to network, meet and shape the future. This year, the theme was ‘The World in 2020: Building the Digital Future’ and client wanted NILF 2015 to go to the ‘next level’ with an innovative stakeholder engagement programme and a compelling and unique communications plan.

At an event of this scale, which has constant content updates and several simultaneous disseminations, things can get chaotic. At any given time, a journalist would be looking for a speaker’s profile, while another asks for a photo, and yet another asking for a report released during one of the sessions. And that are just the journalists at the venue. Several others would want access to real-time information remotely. Any delay in providing the information can lead to missed coverage opportunity and also reflects badly on the event and the client.

The centerpiece of our larger communications plan for NASSCOM’s marquee event, NILF 2015 was a physical and virtual newsroom created by GBM Live! Newsroom, a Genesis Burson-Marsteller Centre of Expertise.

Virtual Newsroom (Microsite): We created a microsite where the team hosted all the material that the media required for filing their stories: photos, videos, reports, whitepapers, presentations, and so on. The photos, videos and reports launched at the forum were updated on the microsite at a near real-time speed. The media was redirected to the microsite for any material that they required, thus ensuring almost immediate delivery of information, both, for those who were there and those who weren’t.

Physical Newsroom (On-site Newsroom Kiosk)
: At the venue, a kiosk was created, which had three screens that displayed a live Twitter leaderboard (capturing all the conversations), latest press material being uploaded on the virtual NILF Newsroom, and videos from the event that were appearing on TV channels.

The NASSCOM India Leadership Forum 2015 in Mumbai saw participation from over 130 journalists over the 3 days. Keeping them updated and engaged was the primary objective and the feedback was that they really appreciated it.

  • During the 3-day event, the NILF Newsroom microsite witnessed 958 page views. The following cities led the trend in logging in: New Delhi NCR at 39.01 percent, Mumbai at 21.08 percent, and Hyderabad at 7.62 percent.

  • The information and multimedia available on the NILF Newsroom microsite was leveraged by the media for its stories, while the Twitter leaderboard helped create conversations around the event.

  • The attendees used the screens at the Newsroom kiosk to keep track of the happenings at NILF and access to relevant materials and collaterals. It was a great way to increase visibility for the event and the microsite, and to raise the curiosity of the audience as well as the media.

  • The whole set-up also made analytics easier to generate. And these will be extremely useful in targeting the communication even more for the future events.

The client acknowledged that the immediacy, without compromising on quality, that the media requires in response—but doesn’t often get—is what makes concepts like the NILF Newsroom so unique and therefore appreciated by the media.