PR & Comms Strategy for Project Raksha-Drishti | Dhruva Space

PR & Comms Strategy for Project Raksha-Drishti | Dhruva Space

Submission for Associate - PR & Comms Interview Assignment

1. Strategy Snapshot

Campaign Objective

The main objective of the communications campaign is to position Project Raksha-Drishti as a

nation-first, indigenous space initiative that delivers practical and life-saving intelligence for

climate resilience and national security. At the same time, the campaign should strengthen

Dhruva Space’s image as a trusted private partner capable of delivering full-stack space

systems for government and defence collaborations.

The campaign should communicate that the project is built for public benefit. It supports faster

disaster response, improves agricultural forecasting, and strengthens India’s sovereign

monitoring capabilities in sensitive regions. The messaging should also clearly address global

and domestic conversations around the use of space technologies, particularly discussions

related to surveillance and militarisation.

Target Audiences

• Primary: GoI/ISRO/State Government stakeholders, Indian national media, MoD/MoES

policymakers, domestic industry regulators

• Secondary: Global space industry & media, civil society/activist groups, Indian public,

institutional investors, competing private space players

3 Core Messaging Pillars

1. National Impact First: The project should be positioned primarily as a public-interest initiative.

The satellite constellation will provide real-time data that supports disaster response during

floods, cyclones, and forest fires. It will also support agricultural forecasting that helps

strengthen food security. In addition, it will provide monitoring capabilities in sensitive border

areas to support national sovereignty and situational awareness.

2. Indigenous Excellence: The initiative represents an important milestone for India’s private

space sector. The satellites are designed and engineered in India, highlighting Dhruva Space’s

full-stack engineering capabilities. The project demonstrates how private companies can work

alongside government agencies to build strong national space infrastructure.

This aligns closely with India’s broader vision of Atmanirbhar Bharat and the development of

domestic technological capabilities.

3. Responsible Space Stewardship: Another key pillar is responsible use of space technology.

Communications must clearly highlight that the constellation follows international space norms

and guidelines. Surveillance capabilities are limited to sovereign border monitoring and are not

designed for civilian surveillance.

Key Risks to Manage:

• Global/market accusations of space militarisation

• Activist criticism around surveillance technologies and ethical concerns

• Competitor-led claims regarding the transparency of the procurement process

• Possible project delays (satellite deployment/launch) impacting credibility

• Reputational risk that could affect ISRO or government partners if the narrative becomes

politicised

2. Announcement Plan

The most appropriate way to announce Project Raksha-Drishti is through a joint Government,

ISRO, and Dhruva Space press conference. The event should be organised as a hybrid press

conference hosted in Hyderabad with a simultaneous presence in New Delhi through virtual

participation.

This format reflects the national importance of the programme and ensures that the

announcement benefits from the credibility of both government and institutional partners. It also

demonstrates transparency and collective ownership of the project.

Suggested Spokesperson(s)

1. Dhruva Space Founder & CEO: The Founder and CEO should lead the announcement and

present the project vision. As the face of the company, the founder can speak with authenticity

about Dhruva Space’s engineering capabilities, long-term mission, and commitment to building

indigenous space technologies.

2. ISRO Senior Official (e.g., Director, Space Applications Centre): An ISRO representative

should participate to validate the technical merit of the project and the collaboration between the

public and private sectors. Their presence reinforces institutional credibility and shows

alignment with India’s broader space strategy.

3. State Government Representative: A representative from a state government department

such as disaster management or agriculture should speak about the practical impact of the

project. This perspective helps audiences understand how satellite data will directly benefit

communities through improved disaster response and agricultural forecasting.

Pre-briefing Strate

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