What do you say when an engineering conglomerate keeps the power on in hospitals? Keeps the lights on at airports? Builds engines that go on to build empires? Or simply change the way farmers farm? What do you say when this engineering conglomerate has silently partnered industries for over seven decades, enabling them to innovate and propel nations forward? What do you say to make a B2B advertising campaign communicate empathy, impact and partnership? Well, for us, there was only one thing to say, “May the power always be with you.”

B2B advertising campaigns are usually complex, cold and purely clinical. After all, you aren’t talking to people. You’re talking to businesses. So why would it need to communicate an emotion? At Centrick, we think a little differently. That’s why when we were tasked to bring alive the privilege Kirloskar Oil Engines has in serving the nation, we wanted to do away with complexities and cold communication. We wanted to talk to the people behind the businesses. The ones who are always at the helm of progress.

We did this by digging deep and truly understanding the impact their products and services have. An impact that goes beyond the expected to touch the lives of millions. An impact that strengthens the bond between two businesses.

That’s how we crafted communication for a B2B advertising campaign to tell the wholesome story of a silent partnership between Kirloskar Oil Engines and a spectrum of industries, wishing them the best as they stride ahead together to achieve their limitless goals. We then served this communication across every touchpoint where the company interacts with its customers. Starting with social media, revamping the website, event branding, truck branding, all the way to coasters. A coffee table book was designed and distributed to their dealers, ensuring that every customer that walked through their doors knew that the power was always with them.