Indorse’s strategy to use the available media channels and Time Group’s network capacity and capability was grouped into three primary goals: acquire employers as new customers, build brand awareness and credibility, and onboard new developers on the platform. 

Print front-page jacket ads in the Economic Times, organizing roundtable discussion events on topics such as upskilling and retaining talent, and sponsoring the ET Startup Awards were some of the solutions designed specifically for Indorse’s new market access strategy with the team from Brand Capital International. 

For the roundtable strategy, Times Group identified and invited 100+ luminaries and C-level executives from the tech, IT, and HR space to attend the events and join the conversation. 

In this context, Indorse had in-depth closed-door roundtable discussions with key business leaders and company decision-makers about high-priority topics. 

From a distribution perspective, they broadcasted the roundtable events on TV through Times Now, the #1-rated news station on business and finances in India. The events were further amplified through full-page editorials in all editions of the Economic Times.

The beginning of the partnership delivered excellent results and tied exactly with the goals defined before the execution of the strategy.

Indorse generated +600% increased traffic to their website the day after the print ad was released, +6000 QR code leads, and +300 developers who signed up on the platform. 

Under this partnership, Indorse continued to penetrate the Indian market with BCI’s strategic support and leveraging of print media, to build brand awareness and drive demand from developers and companies interested in their solutions.