Callaway Golf Company is the world’s largest maker of golf clubs. This American sporting goods brand is highly popular among professional golfers and golf enthusiasts around the world. Their golf equipment, accessories and lifestyle products are endorsed by the world’s biggest golfers, such as Phil Mickelson and Annika Sorenstam.
The PRactice was tasked with the job of launching the brand in India in an impactful manner and positioning Callaway as the premiere golf brand that stands for innovation, design and lifestyle. While consumers in India had a good brand association with Callaway, they didn’t have a full understanding of Callaway’s product offering.
The idea was to launch the brand in a big way and a press conference in New Delhi unveiling Jeev Milkha Singh as the brand ambassador did just that. This was followed up with high-impact launch events in New Delhi, Mumbai and Bangalore which was attended by the media, golfing community, CEOs, celebrities and bureaucrats.
The events managed to create a lot of buzz in the media with top publications like, The Wall Street Journal, Times of India, Economic Times, Golf Digest, GQ, CNN-IBN and Headlines Today carrying the news. The media relations efforts was a huge success, generating over 100 news stories in their business, sports and lifestyle editions.
The campaign managed to create a favourable impression for Callaway, as a premium golfing equipment and lifestyle brand that is committed to the growth of golf in India.