The Punj Lloyd Group has recently launched a new corporate campaign to talk about the various operations of the company. The film shows the various broad segments which the company is involved in like oil and gas, petrochemicals and infrastructure.
The campaign has been designed by a Singapore based agency, C2 Design Studio. The creative director is Gerald Chng, copywriter is Jessica Liew and the art director is Jason Ong. The film is directed by Kenneth Tan. The media mix includes print, TV and outdoor.
"We created this campaign to share the robust operations and global presence of Punj Lloyd Group with the audience. Punj Lloyd Group has seen phenomenal growth to today become a leading global EPC player. The campaign shows successful execution of projects in oil and gas, petrochemicals and infrastructure across the globe and the skilled, multicultural workforce of the group working unanimously towards common goals and objectives. The campaign also highlights the large portfolio of business areas - pipelines, tanks & terminals, refineries, petrochemicals, utilities, power and infrastructure of the Group," says Atul Punj, chairman, Punj Lloyd.
So who are the target audience of this campaign? Punj explains, "The TG includes potential employees who see the sector as boring, unattractive. We want to instill into them a sense of purpose, the contribution they make to communities by building infrastructure. Other TG is current employees who see the company as a very professional, young and dynamic company and feel disappointed at the lack of its recognition. We would like to generate a sense of pride, achievement and peer group recognition of working with a leader and an achiever in its field."
"The other TG is the peer group – they see Punj Lloyd as small, regional and with limited capability. We would like them to see us as equals. Potential customers/partners and investors are also our TG," adds Punj.