Case Study · Reputation and Narrative Strategy · Yearbook of Campaigns 2025
Hum Karke Dikhate Hain.
Owned the Social & Digital rollout of the flagship TVC. Turned it into institutional storytelling at national scale.
ClientAdani Group
TVC AgencyOgilvy India
My ScopeReputation · Narrative · Distribution · Alignment
Scale10+ Business Units · National
290M+
Impressions across platforms
160M+
Views in 4 weeks
+26%
Brand awareness uplift
+27%
Diversified presence perception
1.01M
Community growth across channels
80+
TV channels, 10 languages, 400+ GRPs
Recognition
4 Golds at Olive Crown Awards.
Swept the IAA Olive Crown Awards for sustainability narrative excellence, securing Corporate Social Crusader of the Year, Green Advertiser of the Year, and two Gold Awards (TV/Cinema & Digital).The Hum Karke Dikhate Hain campaign was also featured by Social Samosa in its Yearbook of Campaigns 2025. The citation recognised the campaign for humanising infrastructure at scale, repositioning Adani from industrial assets to lived, everyday progress.
Films
The Challenge
The problem was not awareness. It was legitimacy.
In the wake of intense public and market scrutiny, Adani Group launched a national brand platform anchored in a 100-second TVC developed by Ogilvy India, celebrating 35 years of service and positioning the Group's identity around resilience, execution and nation-building.
The immediate challenge was not visibility. It was coherence. The Group operated across independently governed, market-leading businesses in energy, logistics, airports, materials and consumer sectors, each with its own audience, tone of voice and credibility expectations. A singular corporate statement, however powerful on television, risked fracturing the moment it touched each vertical.
"The real problem was not: how do we promote a campaign? It was: how do we shift public perception when attention is high and sentiment is volatile?"
Challenges included breaking through cluttered media environments, overcoming category barriers of impersonal infrastructure, engaging diverse audiences across languages and geographies, and achieving emotional resonance at scale.
The Big Idea
Reframe infrastructure as felt and lived progress.
The critical insight: impact is real only when it is emotionally and tangibly felt. The campaign humanised infrastructure through emotionally resonant stories, each connecting a specific Adani business to a human life changed by its existence.
01
Pehle Pankha, Phir Bijli
Made green energy aspirational, connecting renewable power to the everyday lives of people waiting for reliable electricity across India
02
Journey of Dreams
Positioned ports as gateways to opportunity, showing how infrastructure built for trade becomes the platform for individual ambition
03
Suraj Bhaiya Hain Naa
Showcased rural transformation, connecting the Group's infrastructure work to tangible change in the daily lives of communities
04
Aapke Safar Ke Humsafar
Elevated airports with care and connection, repositioning them from functional transit points to human experiences defined by warmth
In-House Films
4 Golds at Olive Crown Awards.
Adopted the word "Parivartan" as a thematic title for several of its localized social impact and community development stories, highlighting transformations in rural entrepreneurship, agriculture, and women's empowerment.
Films
My Role
From broadcast moment to narrative system.
Owned and adapted the campaign story across Owned, Earned, and Digital channels; transformed abstract data into concrete high-impact social and media strategies that drove community engagement and organic inbound press. The TVC was the starting point. My work was everything that came after it. Scaled it to 400M+ views on YouTube. Grew the community by 150k fans.
From
Responding to criticism
Broadcast messaging
Centralised brand control
Fragmented business unit voices
Campaign as a moment
To
Owning a larger narrative about impact
Distributed narrative ownership
Community-carried storytelling
One spine, ten authentic voices
Campaign as an ongoing system
The System
One spine. Every channel.
The execution discipline was integration. Paid, owned and earned media were sequenced as a single encounter. Audiences met the same idea through different interactions rather than repeated ads. Vernacular ecosystems were activated. Tier 2 and 3 creators carried the narrative beyond the brand's own channels.
Paid
TVC, 80+ channels, 20,000+ spots
10 languages, 400+ GRPs
Shark Tank, Indian Idol integrations
India vs England cricket placement
OOH at Ahmedabad and Jaipur airports
Owned
Social platforms, group and BU level
10+ vernacular ecosystems
Ports of Progress storytelling
Parivartan narrative platform
Leadership LinkedIn and Twitter
Earned
Media relations and PR
Tier 2 and 3 creator activation
Community narrative ownership
Real-time social listening and response
Sentiment-driven messaging adaptation
Results
Numbers that shifted a reputation.
Reach and Scale
290M+
Impressions across platforms
160M+
Views in 4 weeks
10
Languages across TV and digital
Brand Perception Shifts
+26%
Brand awareness uplift
+23%
Infrastructure leadership perception
+23%
Positive impact on Indian lives
+27%
Diversified presence recognition
Community and Distribution
1.01M
Community growth across channels
10+
Business units aligned under one narrative spine
What this work actually was
Infrastructure companies do not just sell products. They must justify their existence socially. HKKDH demonstrates three capabilities operating under pressure: strategic thinking when stakes are high and information is incomplete; narrative architecture that connects business, culture and public sentiment at scale; and an adaptive, feedback-driven communication system. This was not campaign execution. It was reputation infrastructure. And the Yearbook of Campaigns 2025 recognised it as such.