PETRONAS is Malaysia’s best-known brand and only Fortune 500 company. Unfortunately, despite being an investment and energy development partner of India for over 20 years, its brand awareness is still very low.

At the 2019 annual trade reception, instead of launching the usual corporate video, we decided to make an impression to policymakers and stakeholders, by telling the story of India’s most valuable energy, its people.

This 3-part web series was launched at the annual reception, then to the public to build awareness amongst India of PETRONAS’ involvement.

For decades PETRONAS; a Malaysian oil & gas company, has been working on sustainable energy solutions in India. However, brand awareness remains low. Fortunately, PETRONAS hosts annual summits in India to maintain a good relationship with India’s host government, policymakers and stakeholders from the energy sector. 2019 was a crucial year for it to happen due to:

1. India’s new policies to decrease international partnerships to help local suppliers flourish.

2. Foreign competition.

3. A controversial feud between the Malaysian and Indian Prime Minister, which resulted in a boycott movement in India against the Malaysian Prime Minister.

To expand our business and communicate that PETRONAS is the trusted energy and solutions partner, we came up with initiatives to:

1. Increase brand credibility among business leaders at the summit in India.

2. Create brand awareness among potential B2B customers, key opinion press and media leaders in Mumbai and Delhi.

To show our understanding of the Indian market, we created “Land of Light Bulbs”, a series which highlights the energy that drives India: its spirit of ingenuity. “Land of Light Bulbs” features 4 characters who embody PETRONAS’ sustainable energy solutions. Aman (a mechanic and LPG enthusiast), Shiv (a solar energy expert), Asha (a race car driver), and Javed, (a specialty chemicals expert).

(1) To cater to the Indian audience, we told our brand story through “Land of Light Bulbs”. Branded content is a proven marketing strategy as 90% of Indian consumers find branded content useful, 69% of Indian consumers trust branded content that’s authentic and transparent, and 68% of Indian consumers spend time reading about a brand they discover via branded content.

PETRONAS’ energy solutions were embodied by 4 characters in the film, Aman (mechanic and LPG enthusiast: PETRONAS LPG), Shiv (solar energy expert: PETRONAS solar), Asha (race car driver: PETRONAS Motorsports), and Javed, (specialty chemicals expert: PETRONAS Lubricants).

(2) “Land of Light Bulbs” demonstrated PETRONAS’ understanding of Indian culture. The film was inspired by the energy that drives India: its spirit of ingenuity. “Jugaad” (frugal innovation) isn’t just an ingenious hack, but a culture among Indians—a value which is in line with PETRONAS, a company believes in innovation.

“Land of Light Bulbs” was premiered to business leaders like host government, policymakers and government stakeholders from the energy sector at the summit in India., before being aired via YouTube and Facebook, from 18 November 2019 to 12 January 2020. The reception venues in Mumbai and Delhi were themed to look like a movie premiere, complete with LED posters and photo props.

To create increased anticipation and encourage shares on social media, we released an episode on YouTube and Facebook every 2 weeks.

“Land of Light Bulbs” was positively received by our target audiences; (1) India’s host government, policymakers and government stakeholders from the energy sector and (2) key opinion press and media leaders in India.

(1) Among the business leaders present at the summit (host government, policymakers and government stakeholders from the energy sector): 90% of the survey participants at the summit gave positive feedback for the film and they were inclined to share it with their family and friends. The success from this would help PETRONAS establish even more business ties with India.

(2) Among potential B2B customers and key opinion press and media leaders): we captured 43% ad recall and 36% lift in brand awareness.

(3) Google searches for “PETRONAS” and “PETRONAS Twin Towers” spiked during the campaign period by 60% and 40% respectively.

(4) Over 96 million impressions on social media and over 13 million social engagements.