ABB India
Making industrial engineering newsworthy
Ongoing PR and communications for the India arm of a global industrial technology leader, turning motors, drives and energy efficiency into stories that business and trade media want to run.
- 20
- published pieces
- 4
- business media features
- 8
- trade media interviews
The situation
ABB India’s motion business makes the equipment that keeps factories, tunnels, trains and data centres running. It is important, complex and very easy to write about badly. The challenge is to make that expertise visible to business audiences and specialist trade press, without losing the engineering substance that earns trust with customers.
What I do
Executive thought leadership. Features and commentary for business leaders on where India’s growth will come from: data centres and industrial capex, energy efficiency as a way to power more homes without generating more electricity. These were placed in CNBC-TV18, Business Today and Business India.
Trade media. Interviews and bylines with company leaders across the specialist press their customers actually read, including Indian Cement Review, EPR Magazine, Industrial Automation India, IPF Online and Energetica India. Topics range from predictive maintenance and generator lifecycle management to battery energy storage and rail export potential.
Press releases. Product and milestone announcements, from an extended range of motors for hazardous environments to research on India’s digital readiness for energy efficiency.
Customer success stories. Stories with customers in steel, road tunnels, paper and tea. Each one is built around the customer’s problem and outcome, with ABB’s technology as the means rather than the headline.
Why it works
Journalists don’t want product news; they want a view on what’s changing and why it matters. Every piece starts from an industry question and lets ABB India’s expertise answer it.