Brand Identity & Integrated Marketing
MELPL stands for Madhepura Electric
Locomotive Private Limited, a joint venture
between the Ministry of Railways and Alstom SA to produce electric locomotives in the district of Madhepura, Bihar. A project under the Government of India’s Make in India campaign, this will lead to technology transfer, creation of jobs, modernization of Railways, and a multiplier impact on the economy.
The challenge was not just to create a brand identity that captures the essence of the entity like sustainability, connectivity & technology but also the aspects of the partnership between Indian Railways & Alstom.
Factory & Workspace Signages
MELPL - Film
Alstom wanted to create a series of videos that will encapsulate the establishment of MELPL in India and bring out various aspects of the locomotive being built. To capture the entire import, assembly, and manufacturing of the locomotive in Madhepura, Bihar was a major challenge due to remote location, logistics and the duration of the project - that was more than 6 months.
Integrated Marketing Campaign
Create brand awareness and position Alstom as a digital-focused organization; move the perception from a pure railway/transportation company to that of a digital and technologically advanced mobility company (ADM)
My job was to:
Build the ADM campaign showcasing Alstom’s various digital strength, services & solutions
Propelling ADM's reach through offline, online & new media to reach out and engage with the right target audience
Build and engage with the Tech Community through various means and enable better talent acquisition
The Smart Up Challenge
Global Innovation Challenge Campaign
A global innovation challenge to generate new ideas in the mobility space and to disrupt the industry was the core of this campaign. To deliver that, we created an internal property called "The Smart Up Challenge 2018" - for which we developed the communication strategy, created the identity, developed website, and experiences that garnered a lot of attention and engagement amongst the employees of Alstom.