Food & Beverage
Jan 20th – Feb 25th
Alstom - Taking India Places
How a rail giant found its national narrative and 3.2M people watched it.
Ideation & Conceptual
The Challenge
Alstom — a global leader in sustainable mobility — powers some of India's most iconic rail infrastructure. But awareness of Alstom's role was invisible to most Indians, even as the country's train network was undergoing a historic transformation. Amid increasing industry competition, the brand needed a story. A national one. The challenge: make a B2B mobility brand feel emotionally relevant to a country of 1.4 billion rail travellers — without losing the technical credibility that matters to enterprise stakeholders.
The Approach
I led the digital growth strategy and integrated campaign amplification for #TakingIndiaPlaces — a campaign anchored in a hero film narrated by legendary broadcaster Shammi Narang, celebrating India's relationship with trains and Alstom's central role in that story.
My contribution spanned: • Campaign Strategy: Defined the amplification architecture across PR, digital, influencer, and internal comms, ensuring each channel served a distinct role. • Social & Digital Execution: Managed the social campaign rollout, content cadence, and paid amplification strategy. • Influencer Integration: Identified and coordinated influencer endorsements aligned with national pride and mobility themes. • Earned Media: Drove media coverage strategy that helped the campaign trend on Twitter. • Employee Engagement: Designed an internal comms layer that made Alstom employees co-owners of the campaign narrative. • Measurement: Built reporting frameworks tracking views, engagements, sentiment, and earned media value across the full campaign lifecycle.
The Results
3.2M+
Views across platforms
40M+
Impressions
92%
Brand recall (highest in 2 years)
87–90%
Positive sentiment
₹2.2Cr
Earned media value
30K+
Reactions & mentions
Britannia was named #1 Most Valuable Brand in the F&B Category by KANTAR BRANDZ following this campaign.
Awards
🏆
Best Use of VR/AR
IMAGEXX Awards · 2024
🏆
Augmented Reality Campaign
SABRE Awards South Asia · 2024
🏆
F&B and Hospitality
IPRCCA · 2024
What I Learned
Technology earns attention, but strategy earns recall. The AR mechanic got people to engage — but the audience architecture, the sentiment tracking, and the integrated media plan were what made this campaign land culturally, not just algorithmically.