Our client, Confederation of ATM Industry (CATMi), is responsible for servicing ATMs pan-India. New regulations in 2018, combined with low fees, made such services financially unviable. Our communication goals were to create empathy for CATMi and trigger government intervention towards increasing fees for CATMi-members. Our media-outreach programme led to 132 print stories, including 24 front-page. All leading news portals and TV featured the news of ‘50% of ATMs are set to shut shop’. Organic YouTube videos and Facebook posts garnered 94,944 and 1 million-plus views, respectively. In December 2018, the government declared in Parliament that PSU banks would sustain their ATMs. Subsequent Parliamentary panels also asked banks to ensure that ATMs weren’t shut down, extending support to CATMi. Thus, the PR consultancy – through smart content and innovative media strategy – created empathy for CATMi among policy-makers and also laid the foundation of a new fee-structure for the ATM industry.