Rethinking Demand in a Digital-First World

A first-of-its-kind demand generation and customer value ecosystem

For Henkel Loctite in India, the biggest challenge was low category awareness — only about 10% of the market recognized industrial adhesives or new maintenance methods — combined with limited sales resources and a need for positive ROI. To change this, we devised the Loctite® Demand Generation Center, a first-of-its-kind digital ecosystem that reimagined demand creation for a traditionally offline industry.

The solution included launching an educational online hub (tryloctite.in), a behavior-shift campaign (Dekho, Parkho, Jaano — see it, try it, buy it), smart media activation across touch points, automated lead nurturing, and Salesforce Pardot journeys to track engagement and conversions.

The impact was substantial: over 5 million site visits, direct reach exceeding 2.4 billion impressions, conversion of 8.5k+ customers, major cost-per-lead improvements, and strong webinar participation — ultimately driving a 41% increase in orders and improving efficiency metrics year over year.