Alstom - Taking India Places
How a rail giant found its national narrative and 3.2M people watched it.
Ideation
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.
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+
Video views
261K+
Engagements
6.5M+
Total impressions
90% of Alstom employees reported viewing the brand more positively after the campaign. The campaign trended on Twitter and generated significant national media coverage.
Awards
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Best Brand Strategy
PR Asia-Pacific Awards · 2024
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Best Use of Video
IMAGEXX Awards · 2024
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Superior Achievement in Brand Building
SABRE Awards South Asia · 2024
What I Learned
B2B brand love is real — it just needs the right lens. When you find the emotional truth inside a technical story (in this case, India’s relationship with trains), audiences connect across every segment, from citizens to employees to enterprise stakeholders.