Client
Antarang Foundation
Sector
Non-Profit / Education & Skill Development
PR Focus
Public Sector Advocacy, Education PR & Impact Storytelling
Client Overview
Antarang Foundation is a Mumbai-based non-profit founded in 2013 that bridges the gap between education and employment for youth in low-income communities. The organization specializes in integrating career guidance directly into the public school system to prevent students from falling into the “NEET” (Not in Education, Employment, or Training) category.
About Project
The project focused on the CareerAware™ program, which empowers public school students through self-awareness and interest mapping. In 2019, the initiative successfully enrolled over 4,000 students across MCGM schools, aiming to position the foundation and MCGM as grassroots pioneers in career counseling.
Challenge
Media Elitism Bias
Mainstream English news outlets often exhibited a “snob value” bias, showing reluctance to cover vernacular public school initiatives due to perceived lower aspirational value for their readership.
Cross-Demographic Appeal
The campaign needed to balance sophisticated storytelling for national English media with high-relatability narratives for regional language press to engage both elite stakeholders and grassroots audiences.
Our Strategy
Impact-Led Storytelling
We bypassed traditional corporate pitches by identifying deep human-interest angles from Antarang’s fieldwork, crafting narratives that highlighted individual student transformations to break editorial biases.
Strategic Media Penetration
By positioning the MCGM partnership as a pioneering model for grassroots innovation, we secured high-level placements in national dailies that previously viewed public school programs as non-mainstream.
Result & Metrics
Media coverage in 12 months
0
+
Tier-1 Coverage Share
0
%
Lifestyle Features Secured
0
+
increase in branded keyword searches
0
x
Giving Our Work the Platform It Deserved
The PR campaign led by Umanshi played a crucial role in amplifying Antarang’s work, impact, and on-ground outcomes to a much wider audience. Beyond visibility, it helped us publicly recognise and celebrate the contributions of our partners, which strengthened credibility and trust across the ecosystem. The team demonstrated a clear understanding of our mission and communicated it with sensitivity, clarity and purpose ensuring our story was represented accurately and meaningfully in the media.
Priya Agarwal
Founder, Antarang
PR Formats Delivered
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