Creating an engaging internal communications campaign to strengthen workplace communication
Client
Aditya Birla Group
Industries
Metals
Services
Internal communication
The brief
To create an engaging internal communication campaign to help Hindalco capture feedback from its employees about the organizations and its initiatives while also reminding employees about the initiatives undertaken by the organization based on their previous feedback.
The challenge
Hindalco's employees are spread across cities and remote rural locations where their plants are situated. The internal communication campaign needed to excite curiosity amongst thousands of employees pan-India. The campaign needed to pique curiosity amongst employees from all functions who are already inundated with other internal communication emails.
Our approach
The one thing that connects billions of Indians across the country is Bollywood (Hindi cinema). Hindi cinema is undoubtedly the cultural bridge in a country as diverse as India. Reminiscent of Bollywood hits, we created the 'Hindalco Superhits' campaign. We made employees the heroes of the movies by replacing actor faces with employee faces on the most popular Bollywood movie posters.
We identified six HR initiatives ranging from recognition and onboarding to training and gender diversity—pride, praise, embark, Hindalco technical university, careers and women at Hindalco. The posters encouraged the employees to send their stories related to these six identified initiatives.
The posters were displayed on Hindalco's intranet, office and shop floor premises. We created attractive teasers such as standees, danglers, banners, and emailers before the campaign was launched. These were sent to a base of about 8000 employees.
The Impact
Employees connected with the campaign instantly because of the popular Bollywood theme and because we made them the heroes instead of the organization or HR initiatives. The campaign was hugely successful in engaging employees and encouraging them to participate and share their stories. It received tons of employee stories.
The campaign also ignited a feeling of pride in employees because their incredible performances were celebrated. The campaign was useful in documenting insights from the employee stories to roll out further company-wide initiatives to the shape the 'Hindalco of future.
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