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Hindalco Superhits Campaign
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.
Execution:
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.
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.
Results
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.'
Testimonial
"We are delighted with the results delivered by TIC. First, they understood our requirement clearly and were able to translate it into exactly the kind of work that we had envisaged. Secondly, the project was delivered well within the timeline. The end result was a high level of engagement from employees of all departments and various levels of leadership, and a very satisfying campaign!"
— Charu Gouniyal, Senior Vice President, Hindalco Industries Ltd.
Testimonial
We had engaged TIC to conceptualize and execute an employee engagement campaign. They came up with the idea called Hindalco Superhits and designed some fascinating Bollywood-style communication which was very effective in grabbing the attention of our employees. We are all bombarded with work emails, but this campaign cut through the clutter and got employees commenting, writing in, and engaging with HR. The campaign also succeeded in connecting to employees in far-flung locations.Charu Gouniyal, Senior Vice President, Hindalco Industries Ltd
The campaign was highly successful because — through the initiatives that it highlighted — it reinforced employee belief in Hindalco's culture of innovation, collaboration, recognition, learning and women empowerment. It made our people feel proud of being a part of Hindalco.
We are delighted with the results delivered by TIC. First, they understood our requirement clearly and were able to translate it into exactly the kind of work that we had envisaged. Secondly, the project was delivered well within the timeline. The end result was a high level of engagement from employees of all departments and various levels of leadership, and a very satisfying campaign!
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