Humanizing a B2B Brand: Content-Led Campaigns

Context:
Viega India's brand narrative was technical and product-first — strong with engineers and specifiers, but distant from architects, designers, and the on-ground plumbers who actually install and advocate for the product day to day.

Ownership:
I led a series of high-impact, content-first initiatives to humanize Viega India's technical brand narrative and increase relevance across these stakeholder groups.

Execution:
I conceptualized and executed three campaigns: "Goddesses of Architecture," a video series spotlighting leading women architects across India; Product Installation Tutorials, step-by-step videos simplifying complex installation processes for plumbers; and "Viega Visionary Voices," a podcast featuring architects and designers, positioning Viega as a brand that enables thought leadership. I led content strategy, scripting, production coordination, internal stakeholder alignment, and multi-channel distribution — from YouTube to WhatsApp-based internal sharing.

Result:
These campaigns turned technical, industry-specific content into stories people actually watched and shared — contributing to a 368% YoY CAGR in Viega India's YouTube subscriber growth, from 103 to over 12,000 subscribers in 3 years. Content also found a second life internally, repurposed for training and sales enablement across teams.