Build Ahead

A visionary launch for India's construction future

Build Ahead gathered some of India's most influential businesses (Godrej Construction, JLL, JSW Cement, Lodha, Seed Fund, Shell) into one coalition to accelerate the decarbonisation of construction.

Its mission was to reshape the industry by scaling up low-carbon materials like cement, steel, glass and concrete.

The launch campaign had to present Build Ahead as a serious, innovative, and trustworthy platform capable of leading a sector-wide transformation.

The Challenge

There was no precedent in India for this type of coalition. The task was to bring multiple global and national leaders under a single banner, align their communications, and build market credibility from day one. The launch had to educate the industry on the urgency of India’s 2050 decarbonisation goals, while also giving every member company the tools to speak with one unified voice.

The Solution

We designed a 360° campaign to position Build Ahead as both visionary and pragmatic:

Pre-launch storytelling: A social media campaign with scenario-based videos illustrating the challenges and opportunities of a decarbonised construction future.
Media credibility: Coverage in The Economic Times India and other national outlets, with coalition leaders participating in business panels to frame Build Ahead as a serious initiative.
Leadership showcase: A series of short video interviews with member-company leaders, released as bite-sized social content.
Unified identity: A library of shared, multi-use social media templates, giving each company’s marketing and communications team the power to post consistently under one visual narrative.
On-the-ground presence: Event materials and collateral that extended the coalition’s identity beyond digital channels.

The Result

Xynteo launched a confident new identity aligned with their business strategy. They gained consistent messaging, easy access to high-quality branded assets, and increased recognition across markets. Most importantly, the rebrand supported the successful sale of 65% of the company, providing the resources to expand and scale their impact.

Global ambition, sustainable growth

Xynteo’s transformation shows how brand strategy fuels business strategy. By aligning identity with ambition, they stepped fully into their role as a trusted global sustainability player.