Forget wishy washy taglines and aspirational quotes. To attract women in India to bp we were going to need something solid. Something that spoke to the lived experience of candidates across the country. The result was a multi-channel strategy that utilised every touchpoint available to us, from illustrated murals by local female artists to targeted digital ads, and spoke honestly about the barriers facing women.

At the heart of this project was a simple but brave shift: choosing transparency over polish. In a sector where employer branding often skims the surface, bp acknowledged the reality women face in India – from representation gaps to questions around flexibility and progression – and made a visible commitment to change. That honesty wasn’t a risk, it became the differentiator.

Working in partnership with bp, we built a movement designed to earn trust, not just attention. The campaign met women where they already were: in the city, online, at work and in moments of everyday life. Large-scale outdoor placements, cultural murals by female artists, national press, targeted digital media and a central content hub worked together as one connected voice. Every channel reinforced the same message, and every pathway led somewhere meaningful.

Crucially, bp’s own women were placed front and centre. Their stories, voices and experiences brought credibility and humanity to the campaign, turning a corporate promise into something tangible and relatable; “We’re making bp work for women.”

This case study offers a snapshot of how a brand can move beyond awareness to action. By confronting uncomfortable truths and amplifying real voices, bp didn’t just increase applications – it reshaped perception, set a new standard for employer branding in India, and demonstrated what progress looks like when it’s made visible.