← Work06/Narrate—JAL · Brand · Corporate Communications · ORM
Brand, Communications & Reputation
ORM response 24h+ → 4–6h · +75% engagement
Building brand systems and public narratives that make complex organisations easier to understand and trust.
- Context
- Jindal Aluminium, an industrial manufacturer with more than 50 years of history, whose brand, stories, media presence and reputation had to hold together across channels, teams and sites.
- Role / scope
- Brand governance · narrative strategy · corporate communications · reputation / ORM · implementation coordination
Status
Coordinated · Measured
Evidence
- Measured brand visibility: +65%
- Measured social engagement: +75%
- Measured online sentiment: +40%
- ORM response time reduced from 24+ hours to 4–6 hours
Brand governance
How do you evolve an established industrial brand without losing the equity built over decades?
People already knew the name. What was missing was consistency: the identity looked different depending on who produced the piece. The work was making it usable for every team, story and application.
I wasn't designing the logo. I was helping make the new brand usable.
Narrative
Aluminium is a technical product. The stories are about what it makes possible.
One material. Many stories.
Public narrative
From business activity to public story.
An anniversary isn't a story. What 56 years means today is.
The narrative connected legacy with manufacturing leadership, engineering capability and future relevance.
Coverage across business, trade and industry media.
Business Standard · The Financial Express · Construction World · ET Energy World · Aviation & Defense · Construction Business Today · AI Circle · The Fourth Voice, and others.
Content system
A steady content system: explainers, films, milestones and capability stories.
Selected social content · @jindalaluminium · @jindalnaturecure
In the real world
A brand becomes real when people encounter it, which means vendors, materials, approvals and deadlines.
Measured outcomes
- Brand visibility
- +65%
- Social engagement
- +75%
- Online sentiment
- +40%
- ORM response time
- 24+ hrs to4–6 hrs
Brand, reputation and communication as operating disciplines.
Notes
- Brand, engagement, sentiment and ORM figures come from internal performance reporting and are not attributed to a single intervention.
The full walkthrough, with the working files, is available in an interview.