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How Tim Cook-ed up organic coverage for the Apple flagship store launch in India

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Paawan Sunam
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Apple India


The CEO of Apple visited India to inaugurate the launch of the first flagship stores of Apple in India.

To create buzz around the recent Apple store launch in India, it seems like Tim did cook up a wave of organic coverage and earned media that transcended beyond the conventional reporting of technology and general news publishers for any major multinational technology company. This resulted in wider reach for the store launch.

Apple BKC, Mumbai

Apple Saket, Delhi

His visit to India turned out to be successful for launching its first flagship store in Mumbai. The launch received tons of organic coverage from more regional and global publishers too.

This coverage was over and above the conventional reporting from general and technology news publishers. It covered Tim Cook's whole expedition in India and built brand equity for Apple products.

2023 has already been the best year for Apple in India according to the shipment statistics, and the public image of the brand's products being a status symbol attracted substantial footfall to the store, which was further bolstered by the CEO.

"Apple BKC is a reflection of Mumbai’s vibrant culture and brings together the best of Apple in a beautiful, welcoming space for connection and community", said Deirdre O’Brien, Senior VP - Retail.

The Adventures Of Tim (Tim)

Tim Cook's journey remained truly local. Rather than Americanizing the Indian, he Indianized the American. Right from the promotional images dawning our cultural nuances, the people and places he brought forth also offered authenticity.

He visited the National Crafts Museum & Hastkala Academy and conversed with Dattaraj Naik, Mural Artist at Lodhi Art District highlighting the creative process of designing murals on Apple products. This was followed by a stop at the Akanksha Foundation School where teachers and members of the educational institution remain hard at work to educate the underprivileged.

A game of badminton with the ace athletes Saina Nehwal, Srikanth Kidambi, Chirag Shetty, Parupalli Kashyap, and Coach Gopichand was also on the books. Along with that, his activities included finding out how Kiddopia helps preschoolers learn, and getting moved by the performance of Sandeep Ranade from Naadsadhana of the song Mile Sur Mera Tumhara.

Connecting With Celebrities

Tim's journey in India started with a stop at Swati Snacks paired with the Maharashtrian snack, in the company of the iconic actress Madhuri Dixit Nene. This meet-up and a match-viewing session with Sonam Kapoor Ahuja triggered coverage on entertainment and film-industry-specific publishers and pages.

Madhuri Dixit Nene X Tim Cook X Swati Snacks

Sonam Kapoor Ahuja X Tim Cook X IPL

Bonding With Businesses

When Tim tweeted an image of his meeting with Madhuri, Pooja Dhingra, Founder & CEO, Le15 Patisserie greeted Tim with an offer to scoop some desserts at her bakery, and Tim did not miss out on this opportunity.

Over the course of this trip, Tim bonded with several businesses and developers, including Hitwicket, a cricket app, Prayoga, an AR-based yoga app, and LookUp, a dictionary app.

Conversations With Creators

Conversations with creators amplified the use of Apple products such as iPhones and Macbooks for artistic creations and its impact on the quality of creative output. The creators, having some of the biggest follower and subscriber bases, also created and posted a slate of content, whether its video properties in the creators' native style or the ones that contribute to the #ShotOniPhone online movement.

Tim Cook X Technical Guruji

Tim Cook X Mali Manoj, Music Artist

Tim Cook X Arati Kadav

Tim Cook X Apeksha Maker & Joshua Karthik

Organic Coverage

This expedition and the fan-driven instances led to a wave of memes, and creator content, along with global, national, and regional publishers.

Memes

Global Coverage

Creator Content

Tim Cook's visit to India helped Indian audiences connect with the man behind the brand, Indianizing Apple further.

Apple apple bkc apple indiaapple store apple saket