Vedanta Aluminium: ‘People of metal’ – saga of survival and triumph

Vedanta Aluminium, an aluminium producer, increased exposure, impressions and views in India by launching a campaign that celebrated the successes of rural heroes.

Situation analysis

Jharsuguda and Kalahandi districts of Odisha have for years generated stories of extreme poverty, hunger, and malnourishment. However, things changed after Vedanta Aluminium took the landmark decision of setting up its aluminium operations in these districts. A plethora of new opportunities were created for underprivileged communities, improving their quality of life and leading to the all-round development of the two districts. Through a series of six short films, the company unveiled to the world the extraordinary stories of 6 ordinary people, whose resilience and grit transformed their own lives along with the lives of many others.

When Vedanta...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands