About the Brand

MICHELIN is a globally trusted name in mobility solutions and tyre innovation. In India, the brand works closely with a wide network of dealers across regions, each catering to local audiences while upholding MICHELIN’s global standards of quality and performance.

The Challenge

With multiple dealers spread across the country, MICHELIN India needed a streamlined, consistent communication approach, one that maintained brand uniformity while still feeling relevant at a local level.
At the same time, the brand was launching MICHELIN’s first-ever Made-in-India passenger car tyres, a milestone that required clear, impactful, and nationwide communication across channels.

What We Did

We developed a centralised yet flexible communication framework that worked seamlessly across regions.

• Created a unified content strategy to ensure consistent brand messaging for all dealers across India
• Led the end-to-end communication for MICHELIN’s first Made-in-India passenger car tyres across digital channels
• Customised posts in multiple local languages to connect with diverse regional audiences
• Balanced global brand tonality with local relevance, ensuring clarity, consistency, and reach

The Outcome

• Streamlined communication across MICHELIN’s dealer network nationwide
• Successful nationwide rollout of the Made-in-India passenger car tyres launch
• Stronger local audience connection through regional language communication
• Improved brand consistency across channels without losing local relevance