Scope, role, and timeframe.
ClientBengal Group of Industries
SectorConglomerate
Timeframe2022 — 2024
ScopeConglomerate · 12 business units
RoleHead of Brand & Corporate Affairs
OutcomeReputation rebuilt across the conglomerate under public scrutiny, with the Bengal Cement narrative shifted in measurable terms.
The situation.
Bengal Group had grown by acquisition into a portfolio of twelve business units spanning cement, plastics, real estate, and consumer goods. Each unit ran its own brand. The Bengal Cement situation, in particular, was under public scrutiny and the group's reputation was at risk.
The decision.
Build an enterprise-wide brand architecture and a single operating discipline for corporate communications across the group. The decision was to invest in the group's reputation before investing in any single brand's growth.
The execution.
- Designed the group brand architecture across twelve business units
- Stood up a shared corporate affairs and communications function
- Led the Bengal Cement narrative shift with a multi-stakeholder programme
What the work produced.
12Business units aligned
under a single brand architecture
+38ptsBengal Cement sentiment shift
share of positive media coverage over 12 months
+220%Group PR value
vs. prior 12 months