For years, Synology had powered the digital backbone of businesses worldwide with its cutting-edge storage and surveillance solutions—yet in India’s booming tech landscape, its narrative remained confined to IT departments. As data volumes exploded and cloud adoption surged, Synology faced a pivotal moment: how to transcend its reputation as a hardware provider and emerge as the visionary enabling India’s digital transformation.
EXL PR crafted a campaign that turned product launches into cultural moments, positioning Synology not just as a vendor, but as the catalyst for India’s data-driven future. The strategy? Replace technical jargon with tangible impact, and transform press briefings into immersive experiences.
The Playbook:
Unveiling Innovation: Interactive media sessions in Delhi and Mumbai showcased Synology’s 2023 portfolio—from AI-powered surveillance to hybrid cloud solutions—through live demos that let journalists touch the future of data management.
Spokesperson Alchemy: Synology’s leaders became storytellers, framing product updates within India’s macro trends: securing digital payments, democratizing cloud access, and simplifying IT for SMEs.
Beyond Features: Coverage highlighted Synology’s role in enabling India’s tech ambitions, with bylines in top-tier outlets linking its solutions to national priorities like data sovereignty and smart cities.
The Impact:
Media Domination: 85% of attendees published deep dives, with 60% featuring Synology’s spokespeople as authorities on India’s data infrastructure challenges.
Narrative Shift: Stories moved beyond specs to spotlight Synology’s philosophy—scalable, secure, and simple tech as the foundation of progress.
Market Momentum: Post-campaign, inquiries from enterprises surged by 40%, with partners citing Synology’s “thought leadership” as a key differentiator.
“EXL PR didn’t just amplify our message—they redefined how India sees us,” reflects Andrew Huang of Synology. “We’re no longer just selling NAS devices; we’re scripting the future of data.”
The Takeaway:
In India’s crowded tech arena, even category leaders must continually reinvent their narrative. Synology’s campaign proved that when products are framed as enablers of transformation, brands don’t just enter conversations—they lead them.
