From Components to Thought Leadership: How Avnet India is Charging Up the EV Revolution
When Avnet India sought to establish itself as a trusted technology solutions provider in India’s rapidly growing electric vehicle (EV) sector, it faced a critical challenge: despite its deep expertise in EV components and infrastructure, the company lacked top-of-mind recall among industry stakeholders. To bridge this gap and position Avnet as a thought leader, EXL PR launched a strategic campaign that combined market insights, authoritative storytelling, and high-impact media engagement.
The stakes were high. With India’s EV market poised for exponential growth—fueled by government initiatives like the FAME scheme—Avnet needed to showcase its end-to-end capabilities, from design to delivery, to stand out in a competitive landscape. EXL PR’s mission was clear: elevate Avnet’s voice as a solutions-driven leader while addressing the sector’s pressing challenges, such as charging infrastructure gaps and battery cost barriers.
EXL PR engineered a multi-pronged Thought Leadership Program, beginning with in-depth research to pinpoint industry pain points. Leveraging these insights, the EXL PR team collaborated with Suresh Kamath, MD of Avnet India crafting targeted opinion articles, blending Avnet’s local expertise with its global technological prowess. These pieces were strategically placed in Tier 1 mainstream, trade, and niche publications, including The Times of India, The Week, and EV Reporter, ensuring resonance with diverse audiences.
The campaign culminated in a high-visibility Press Briefing during Avnet India’s 25th-anniversary celebrations, where journalists experienced firsthand the company’s EV innovations at its Bengaluru Design Lab. This immersive showcase, combined with insights from Avnet’s leadership, transformed abstract capabilities into tangible proof points for media.
The results were transformative. The initiative secured extensive coverage across 15+ top-tier outlets, with Suresh Kamath and Tan Aik Hoon, Regional President for South Asia, featured as authoritative voices in Hindu Business Line, Deccan Herald, and Auto Components India. The campaign didn’t just generate headlines—it positioned Avnet as a go-to partner for EV solutions, driving engagement with automakers, startups, and policymakers.
Beyond media metrics, the campaign delivered strategic impact. By aligning Avnet’s expertise with India’s EV ambitions, EXL PR cemented the company’s role in shaping the sector’s future. The blend of thought leadership and immersive storytelling didn’t just raise awareness; it built trust, fostering partnerships critical to advancing India’s EV ecosystem.
In a market hungry for innovation, this campaign stood apart—a masterclass in how technical leadership, when paired with strategic communications, can power industry influence. For Avnet, it was more than visibility; it was a foundation for long-term growth in India’s electrified future. For EXL PR, it reaffirmed their ability to transform complex B2B narratives into compelling stories that drive business outcomes.
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.
