Mumbai: Alstom, a global leader in smart and sustainable mobility, has unveiled its first brand campaign, titled ‘Taking India Places.’ The campaign will include the launch of a film 'Taking India Places' that celebrates India’s growth into an intellectual and economic powerhouse enabled by the rail for more than a century, and Alstom’s journey that is intertwined with India’s rail revolution.
#TakingIndiaPlaces is a 360°, digital-first campaign, targeted at the 14-80 years age group. The campaign pre-buzz engagements on LinkedIn primarily driven by Alstom India employees has organically garnered over 27K engagement and over 67K impressions already. The campaign will entail social media, employee and influencer engagement, alongside activations and branded content placements to further the reach. The centre piece of the campaign, the “Taking India Places" film is narrated by the legendary Shammi Narang, former news anchor for Doordarshan television and the familiar voice behind in-train and in-station announcements for several metro lines across the country.
Speaking about the launch of the campaign, Alstom India managing director Olivier Loison said, “Alstom is all about sustainable mobility. It is reflected in our products and solutions and in our brand promise, ‘Mobility By Nature’. Given our contribution in India for the last several decades, a hyper local brand campaign was much needed to celebrate our journey and the way forward.”
He further added, “This campaign embodies the spirit and aspiration for progress of every Indian, and as we go places, we achieve more. India has been taking giant strides towards technological progress and self-reliance, with rail being its key driver. By enabling India’s neural network of rail with the best of talent in engineering, technology and innovation, Alstom will continue to play a part in #TakingIndiaPlaces.”
Campaign purpose
Alstom has been at the forefront of introducing several breakthrough technologies in India with world-class rolling stock, rail equipment, signalling, services and infrastructure. With an extensive footprint of six manufacturing facilities, five engineering centres and over 12,500 employees in India, the company has played an integral role in the modernisation and paving the way for greener rail transportation. The first-ever brand campaign for Alstom in India is designed to drive recall for the company’s contribution in India’s rail revolution over several decades. It also aims to celebrate the passion and spirit of Alstom’s workforce which is enabling this growth in their own ways and making India’s talent a force to reckon with.
About the theme and film
Building on the key elements of a train’s function, i.e., taking people and goods from one place to another towards economic development; the campaign is themed ‘Taking India Places.’ The story of the film ranges from the nostalgic trips to hometowns in the summer vacations, to modern day commutes in metro trains, highlighting how almost everyone has experienced the magic of rail. The freight trains that crisscross India play a vital role in keeping the economy moving. It highlights how Alstom’s trains designed and built in India are shaping a modern India while making a mark on the global stage as well. It also showcases the role being played by India’s vast talent pool in bringing about this transformation and acting as catalysts for economic growth.
