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- ICSA Ltd, over the past 2 years had grown and was established as a quality player in the media
- Their news got good coverage. But the problem was that in these falling markets it was not enough
- Needed to have third party endorsement in media
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- Studied the media and identified an opportunity in the Business Standard- The Smart Investor
- Spoke to the writer and asked him to include the history of the promoter in the analysis
- Article was extremely positive and received good response for the company
- This lead to a series of profiling in other leading newspapers including ET, DNA, etc
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