Afcons

Afcons, one of India's fastest-growing infrastructure companies, is a part of the $7bn Shapoorji Pallonji Group. A $1.25bn company in itself, Afcons has a portfolio of extremely challenging and complex projects worldwide and they came to Ulatus to localize their website for better market outreach.

Ulatus worked as a team with Afcons and their web designing partner to provide a localized website in Japanese, African French, & Latin American Spanish, helping Afcons make a marketing outreach to their clients in these regions.

Ulatus provided Website Localization, SEO, Video Subtitling, Captioning, and OST Translation & Integration in three languages, Japanese, African French, and Latin American Spanish.

Project Summary

Afcons
  • Type: Website Localisation
  • Language Pair: English to Japanese, African French, and Latin American Spanish
  • Service type: Website Translation + Key Word Translation & Optimization + Captioning+Video Subtitling and OST Translation & Integration.
  • Word count: 39000 words ~ 13000 source word x 3 languages
  • Website: https://www.afcons.com/en
  • Industry: Infrastructure Development

About the company, what were their requirements? And, why?

Afcons is a part of the $7bn Shapoorji Pallonji Group, which has a legacy of over 150 years. A $1.25bn company in itself, Afcons has a portfolio of extremely challenging and complex projects worldwide. It is one of India's fastest-growing infrastructure companies and has a $ 300mn (approx) strategic equipment fleet. Afcons has projects in over 22 countries in Asia, Africa, and the Middle East. Globally, Afcons is ranked 7th in Marine and Port facilities and 13th in the Bridges sector as per the latest Engineering News-Record (ENR), USA survey. It is also among the top 150 international and global contractors. It is a leader in the Marine, LNG, and Metro Rail segment in India. Afcons is the first infrastructure company globally to win the Most Innovative Knowledge Enterprise (MIKE) Award at the Global, Asia Pacific, and India levels in 2018, 2019, and 2020, having won its predecessor the Most Admired Knowledge Enterprise (MAKE) Award in 2016 and 2017.

Afcons was in the process of building a new website in EN from scratch and had appointed a web designing company for the project. At the same time, they approached us to localize their brand new website into three languages - Japanese, African French, and Latin American Spanish.

Challenges faced by Ulatus for the project

Complex, multifaceted website localization combined with audio-video elements

Afcons was in the process of developing their new EN website, and the project was handled by a web designer. The website wireframes were design-heavy, making the localization process a bit challenging. The requirements included Website Localization, SEO, Video Subtitling, Captioning, and OST Translation & Integration in three languages, Japanese, African French, and Latin American Spanish. It meant putting a humoungous effort in bringing together expertise in SEO, translation, and audio-video localization.

Client required a Tripartite approach in this project 

Since a web designer was involved in the project, efficient communication, planning, and coordination was essential. The critical part was to maintain seamless synchronization among Afcons, the web designer, and Ulatus in a tripartite setup. It was imperative to ensure there were no information gaps or requirement misunderstandings and the client was always updated on cost fluctuations from our end due to scope creeps.  

Localization in-midst of a lot of moving parts

The project was design-heavy and we had a lot of audio-video localization requirements. We had to plan and bring our best team forward for closed captioning, subtitling, OST, voiceovers, video editing, and embedding the requirements into multiple languages. Since the EN website was being developed simultaneously, we were getting many new video clips that had to be localized and integrated into the multi-lingual websites, which was a complicated process. In addition, we had to constantly translate all the new COVID-19 updates that were added by the client on the website.

Local flavor to connect with the native audiences was a must

While working on the audio-video localization projects from EN to global languages, we had to focus on giving the native local touch to the translated information. In this project, we were translating content, images, videos into three different languages with entirely different dialects, so we had to keep the native audience in mind and focus on maintaining tone and style. 

Solution provided by Ulatus to client

We, at Ulatus, provided Website Localization, SEO, Video Subtitling, Captioning, and OST Translation & Integration in three languages, Japanese, African French, and Latin American Spanish.

We managed to meet all client requirements through some of the key efforts mentioned below:  

Bringing together all the expertise in translation and audio-video capabilities

We planned this project in a phased manner. First, we completed translation and localization in Japanese, then in African French, and finally, in Latin American Spanish. Since there were many moving parts like Website Translation + Key Word Translation & Optimization + Video Subtitling and OST Translation & Integration, we started picking the right set of linguists with expertise in the infrastructure domain and deployed our AV team who are experts in handling multimedia localization. 

Skillful and competent post-production work provided to the client

Due to the amount of multimedia work involved in this project, our team was constantly getting requests from the web designer for including new video clips over and above the ones we received in the original set when we started the project. Also, the video subtitling & OST integration post-translation had to be carried out on all the videos for the respective languages. Our team integrated the srt files by carefully reviewing the videos and placing the subtitles/ost in the correct video timeline. It had to be planned with precision to ensure that nothing was missed and the quality was top-notch. 

Double layered quality review process keeping in mind the local dialects

At Ulatus, we focus on quality as it is a very critical component of our localization workflow. We had to deploy a double layer of the review process in this project due to content localization and audio-video localization. We provided Translation, Editing & Proofreading, and a Native Reviewer check before finalizing the website content. The Native Reviewer also thoroughly reviewed the multimedia content viz. the video subtitles and OST to ensure everything was in tandem with the local adaptation point of view, and the tone and style of the respective locales were consistent. 

Phenomenal collaboration & teamwork for delivering a high class localized native website to Afcons

The project took time due to back and forth between multiple parties involved however the Project Manager who worked on this project was one of the key contributors to the success who was like a glue and managed to stick everything together.

Project Overview

  • Complex localization project executed flawlessly
  • Showcased our expertise in Website Localization, SEO, Video Subtitling, Captioning, and OST Translation & Integration
  • Double layered Quality review process keeping in mind the local connect the website would make
  • Highlight of the project is the seamless collaboration among multiple teams - Afcons, the Web designer, & Ulatus

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