Carrying forward its print campaign for last year that stated ‘We are Punj Lloyd’, Punj Lloyd has rolled out its first ever India-centred advertisement campaign, a series of print ads, with a common tagline ‘Done. The Punj Lloyd Way’. The ad has been conceptualised by Singapore-based agency C2 Design.
The media mix for the new campaign will be national as well as international print and outdoor. The print campaign will be published in The Economist (Middle East and Africa) to cater to the international audience, MEED (ME), ENR, Pipe Line & Gas Journal, Business Today and Businessworld.
While ‘We are Punj Lloyd’ established the conglomerate as a prominent global EPC conglomerate, ‘Done. The Punj Lloyd WAY’ goes a step further to show how unique the Group is. From the challenges of terrain – onshore and offshore – to the complexity of projects – underground tunnels or operating in live refineries, the campaign will showcase Punj Lloyd’s various verticals, including the relatively new areas of defence and renewables/ solar energy.
‘Done. The Punj Lloyd Way’ will prompt the audience to read on and discover the Punj Lloyd way of executing projects – the passion and zeal to take on complex projects, the determination of the workforce to collectively see the project through despite all odds, to continuously innovate and develop new technologies and methodologies in construction.
The Group will be targeting locations for the outdoor campaign such as bus shelters in Delhi, Changi Airport Immigration - North and South Trivision, and the IGI Airport in Delhi - Departure terminal.
The print ads will also run in most mainstream English dailies and news magazines as well as financial dailies for the next few months.
Gerald Chng, Managing Director, C2 Design, Singapore, explained, “Taking the brand to the next level, we want to get to the core of what Punj Lloyd does. But again, no hardsell, no trumpeting about awards and flogging services. Rather, we get to the heart
of Punj Lloyd’s approach and philosophy. What do we mean by that? Confidence. Resourcefulness. Perseverance. What does this mean for the client? Well, it means Results. Results that only Punj Lloyd can deliver. Hence, the concept: Done. The Punj Lloyd way. It sums up the confidence that the conglomerate brings to everything it takes on. No project is too big, too complex or too difficult. It’s gung-ho. It gets to the heart of the matter.”