In April 2018, BankBazaar.com, an online Indian fintech company offering financial products, mandated its retained PR firm to increase its share-of-voice and attract more visitors. Given the emergence of Indian millennials as a key target group for every marketer, we recommended specific focus on this TG in client’s communication. We suggested launching a category-first–Millennial Aspiration Index–representing the TG’s aspirations. With the survey findings, we conducted a media outreach programme, including traditional media (media conference, centre-specific press notes, industry stories) and social media. We secured over 220 positive impressions across print, online, and newswires–reaching around 300 million people.