Alstom launches its brand campaign to celebrate rail as the beating heart of India’s growing economy
Alstom launches its brand campaign to celebrate rail as the beating heart of India’s growing economy
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Ankita Upadhyay
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#TakingIndiaPlaces showcases Alstom’s contribution in driving India’s growth with transformative and sustainable mass-mobility solutions
20 September 2023 – Alstom, a global leader in smart and sustainable mobility, today unveiled its first brand campaign in the country, titled ‘Taking India Places.’ The campaign will include the launch of a film that highlights the role trains have played in touching lives and transforming businesses, and Alstom’s contribution in it. #TakingIndiaPlaces is a 360°, digital-first campaign, that celebrate 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.
“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."
Speaking about the launch of the campaign, Olivier Loison, Managing Director of Alstom India said, “Alstom is all about sustainable mobility. It reflects 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 6 manufacturing facilities, 5 engineering centres and over 12,500 employees in India, the company has played an integral role in the modernization and paving the way for greener transportation. The first-ever brand campaign for Alstom in India is designed to drive recall for the company’s contribution in towards India rail revolution over several decades. It is also aimed 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 range 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.
