AYUR Herbarium: Goa–Mauritius Launch

The brief

Two goals governed the media programme. The AYUR Herbarium — a first-of-its-kind collection of Ayurvedic medicinal plants, each exhibited with the medicinal properties and uses of the herb — had to be introduced to an audience that would carry it to patients, practitioners and investors, so a market for the AYUR range could take shape. And the inauguration itself, a state-level event with ministries of two governments involved, had to be covered accurately from the day it happened.

India and Mauritius were negotiating cooperation on healthcare, medical tourism, Ayurveda and tourism, with a dedicated Ayurvedic hospital planned for Mauritius. The herbarium was the visible moment of that partnership.

Strategy

The programme was built on four points: build measured expectation around the agreements the two governments were expected to sign; explain how medical tourism can benefit countries that share a love of flora and fauna; carry the information on the herbs of Mauritius with ayurvedic value to media and the public; and present the collaboration as a doorway to markets where Mauritius has strong reach, including Africa.

Media work

Our team built the story across media platforms. Each statement going out was finalised only after studying the relationship the two countries share and how each benefits. We evaluated public and official responses to the Mauritius market and government first, then prepared the press release. Because ministries of both governments were involved, we informed and briefed the media on details of cooperation expected at the inauguration, so reporting on the day could separate the ceremony from the substance.

Coverage and outcomes