Sneha Saraf on Scaling HP's Global Hybrid Work Campaign for India

If you’ve ever tried launching a global campaign in a local market, you know the struggle—what works brilliantly in one country can fall flat in another. Every region has its cultural nuances, and even unspoken rules about what resonates and what doesn’t.

When we worked on bringing HP’s hybrid work campaign to India, we knew that a one-size-fits-all approach wouldn’t cut it. While the idea of hybrid work is universal, its execution looks vastly different across countries. After all, what works in Silicon Valley might not resonate in Bengaluru or Delhi.

Bringing HP's Hybrid Work Campaign to India 

The workplace dynamics in India are unique: the concept of flexible work is evolving, homes aren’t always designed for dedicated office spaces, and collaboration still heavily relies on in-person interactions. To make an impact, we needed insights that spoke directly to Indian professionals.

This is where the art of localizing global campaigns comes in—ensuring a brand’s message stays intact while making it relevant to different audiences. The findings from HP’s Work Relationship Index were insightful, but simply presenting global data wouldn’t have been enough to spark meaningful conversations here.

Instead, we had to ask ourselves: What do Indian professionals truly care about when it comes to hybrid work? What’s stopping businesses from embracing it fully?

The answer? Two big hurdles stood in the way:

1. The Productivity Myth: Many professionals (and even businesses) still equated longer office hours with greater efficiency. The concept of "being seen" at work remained deeply ingrained.
2. Workplace Enablement: Even if people wanted flexibility, they lacked the right tools and infrastructure to work seamlessly from anywhere.

Rather than treating these as roadblocks, we saw them as an opportunity to drive change—not just for HP, but for the entire conversation around the future of work in India.

How We Made It Work (Without Breaking the Bank)

One of the biggest myths about localization is that it requires huge budgets. In reality, some of the most effective strategies don’t cost much at all—they just require the right mix of storytelling, smart amplification, and cultural relevance.

Here’s what worked for us:

1. Hyper-Focused Storytelling: Localizing the Narrative

Many global brands assume that data and insights alone will drive media interest. But a generic work trends study wouldn’t have gained much traction in India. We needed a sharper, localized story.

So, instead of using broad global findings, we focused only on the India-specific insights—data that reflected the realities of Indian professionals. By framing the conversation around productivity mindsets and workplace enablement, we made it instantly more relevant.

What we learned: Global research can provide a foundation, but the real impact comes from distilling what truly matters for each market. Localization isn’t about shrinking the message—it’s about sharpening it.

2. Leadership as Storytellers: Thought Leadership on LinkedIn

Rather than spending big on paid media, we tapped into one of the most credible and cost-effective platforms—LinkedIn. We launched a series of leadership videos, where HP executives discussed hybrid work trends, shared insights, and led conversations.

The result? Authentic engagement, industry recognition, and organic reach.

What we learned: People want to hear from real voices. Thought leadership isn’t just a credibility tool—it’s a cost-effective way to scale campaigns while keeping the conversation authentic and engaging.

Use LINKEDIN2025 to Book Your Spot for Webinar on LinkedIn as a PR Tool , 27th Feb, 3 to 5 PM

Speakers include Harry Singh (LinkedIn India), Sandeep Kumar (Epsilon Carbon), Karthik Srinivasan (Communications Consultant) and Tarunjeet Rattan (Nucleus PR)

3. Amplifying Through the Right Influencers & Media

Traditional campaigns often rely on pushing a message out. But in India, where trust in peer recommendations is high, we knew that the right voices would be more powerful than any brand statement.

Instead of running large-scale ads, we engaged workplace influencers and industry media who were already part of the hybrid work conversation. By weaving our insights into ongoing dialogues, the campaign felt less like marketing and more like a natural industry discussion.

What we learned: Smart influencer and media partnerships can take a message further without heavy ad spends. It’s about joining existing conversations rather than trying to create new ones from scratch.

Lessons for Brands Scaling Global Campaigns

If there’s one thing HP’s experience reinforced, it’s that global campaigns should feel local from the start. Here are some guiding principles for making that happen:

• Don’t Just Translate—Transform: Localization is not about adapting the language but about reshaping the narrative to fit the local context.
• Find the Market-Specific Tension: What’s stopping adoption in this market? Where does your campaign intersect with local mindsets? Great localization starts with understanding barriers—and turning them into storytelling opportunities.
• Use Owned Platforms Smartly: Thought leadership, social media, and industry conversations can be powerful, budget-friendly amplification tools.
• Localisation as a Competitive Edge: Many brands still treat localization as an afterthought, which means those who get it right have an advantage. A campaign that truly resonates locally can outperform even a big-budget global rollout.
• It’s Not About Spending More—It’s About Spending Smarter: You don’t need the biggest budget to create impact. The right mix of storytelling, credibility, and cultural alignment can drive powerful engagement.

Final Thought: The Art of Scaling with Meaning

Bringing a global campaign to a local market isn’t just a marketing exercise—it’s a cultural and strategic challenge. It’s about knowing when to adapt, when to amplify, and when to lead conversations in a new direction.

For HP, this meant not just talking about hybrid work but actively shaping the conversation—leading by example, empowering employees, and inspiring businesses to rethink productivity.

The biggest takeaway? The best localized campaigns don’t feel like adaptations. They feel like they were created for that market from the start.

So, the next time you’re scaling a campaign, ask yourself: Are we just launching something global here, or are we truly making it local? Because that answer will define whether your campaign is just seen—or whether it truly drives impact.

Sneha Saraf is a PR & Communications Specialist - HP India and PRmoment 3030 Winner 2024