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Case studies – Internal Communications
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75 Years of Mahindra Campaign
Brief
To create a year-long global campaign for Mahindra Group's 75th anniversary that highlights the Group's journey.
Execution:
Challenge
As one of Mahindra Group's biggest campaigns, #75YearsofMahindra had a huge reach of ~1.98 lakh employees and had to retain engagement from the employees throughout the year by creating 52 engaging stories for 52 weeks.
Approach
In order to highlight the Group's journey since its inception in 1945, we crafted weekly stories on a wide range of topics such as governance, ethics, culture, legacy, sustainability, corporate social responsibility and diversity & inclusion.
We centered our approach on drawing stories from the past that showed what the Group did to get where they are today. We wrote stories that highlighted the Group's resilience and excellence through the years. By incorporating pictures from the archives in our storytelling that dated as early as 1990s, we ignited pride amongst the employees and helped enunciate key messages for today and tomorrow.
Additionally, we also showcased inspiring stories of Mahindra Pride School's alumni and recipients of the Mahindra All Talent India Scholarship. We featured stories of stakeholders — customers, employees, dealers, distributors and suppliers and how Mahindra Group's products and services touched lives. By crafting unique stories on a wide range of topics, we were able to successfully create an impactful campaign to mark this historical milestone for the Group.
Results
The campaign reached ~1.98 lakh employees, generated huge amount of engagement and built synergy across the Mahindra Group. The Group distributed these stories on multiple platforms including Mahindra's weekly newsletter, Echo, all of the Group's social media channels, Newsroom, intranet spotlight and sent it out as emailers.
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AM/NS India Intranet
Brief
To create content for the intranet of ArcelorMittal Nippon Steel (AM/NS) India which would help in building unity, driving purpose, and creating a culture within the organization. To also share our design expertise with the intranet development team.
Execution:
Challenge
AM/NS India is a joint venture between two of the world's leading steel companies — ArcelorMittal and Nippon Steel. The company didn't have a platform to communicate with their employees and wanted to build an intranet. The intranet needed to serve as a middle ground between the two companies and played a huge role in fostering a new company culture after the merger.
Approach
We produced content for the intranet such as a launch video and a newsletter. Our writers crafted news articles on company events, news reports, and employee stories. We updated the intranet regularly with recent and fresh content.
To help employees access information in the quickest way possible, we created sections on the intranet such as news, stories, leadership speaks, event calendar, blogs and more. We kept the language simple and global to reflect the company brand.
Additionally, to help AM/NS build a flexible and moderator-friendly intranet platform, we provided our design expertise to the intranet development team. Collaboratively, we ensured the design was formal yet approachable and easy to navigate.
Results
The launch of the intranet was a huge success. The intranet content provided an outlet for leadership communication and saved time by providing employees relevant and concise company related information. We participated in design discussions to aid the intranet development team in creating a picturesque and dynamic intranet site with features such as 'like' and 'comment buttons' which provided an interactive user experience and increased engagement. The intranet has garnered more than two lakh views since the launch.
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RPG Enterprises, RPGCom Magazine
Brief
To revamp RPG Group's quarterly print magazine, RPGcom, and design a digital version for the same along with providing content editing support.
Execution:
Challenge
The magazine had to be designed in a way that would help RPG Group engage better with their stakeholders and reach a wider audience.
Approach
To create a high-impact print and digital magazine, we focused on giving the newsletter a simple contemporary design. This design suited perfectly with the corporate tonality that RPG Group wanted for their magazine.
Instead of an over-packed layout, we created a classy and clean layout with strong headers. We chose subtle colors that were easy on the eye. This gave the newsletter a modern and fresh look with just the right amount of color.
We also provided content editing support and polished the write-up making it easier to read and flow smoother. We crafted catchy headlines to engage readers.
Knowing that some of the readers might prefer viewing the magazine on their phones, we designed the magazine in a mobile friendly way. We also added share and like buttons to help with audience engagement.
Results
The new design completely transformed the newsletter and made it visually appealing. The digital version was easy to navigate and gave a completely new user experience to the magazine. The share and like functionality helped in engaging the audience well.
RPGCom won Gold at the Hermes Creative Awards 2022 under the Electronic Media category.
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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.
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Echo, Mahindra Group's Digital Newsletter
Brief
To revamp the Mahindra Group's weekly digital newsletter, Echo, in a fresh and user-friendly approach and create engaging content that reaches more than 250,000 employees across 150+ group companies in over 100 countries.
Execution:
Challenge
Echo is the Mahindra Group's only communication medium that reaches all of its two lakh employees. Hence, it was important that the newsletter conveyed important company related information clearly and in an engaging manner. Since Echo is not just published for the employees but also available online, it was important that the content appealed to internal and external audiences.
Approach
We transformed the one-pager static newsletter on the Mahindra Group's website into a full-fledged, interactive, mobile-first digital magazine using open source as the backend, featuring a contemporary design and came up with a new content strategy.
Keeping in mind that Mahindra Group's employees are largely millennials, we took a visual storytelling approach and chose a conversational tone while drafting the newsletter. We focused on creating visually striking designs and packaged the content in a crisp and clever manner.
We wrote content about awards won by the company, employee stories, annual board reports, sales numbers, town hall meetings and short blog posts. We created catchy infographics, opinion polls, star ratings, social features, contests and more.
We came up with content pegs such as 'Mahindra This Week,' which features latest news and updates from the Group, a 'Did You Know?' section that highlights interesting facts about Mahindra in an easy-to-consume and fun way, and a 'Leaders Speak' section that features messages from the senior leadership team.
Knowing that the newsletter has an external audience as well, we kept the content relevant and topical to what was happening around the world.
Results
The launch of the new newsletter was well-received by the employees. The new format allowed employee interaction by hitting the like button and by sharing their thoughts in the comment section. Employee participation in contests increased and we also saw an increase in the number of employees who started reaching out to have their stories featured in the newsletter.
The newsletter won Platinum at the 2021 MarCom Awards under the 'E-Communication: E-newsletter' category.
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Dilasa, Hindalco Newsletter
Brief
To create an internal newsletter to give Hindalco employees hope and reassurance in the wake of the covid-19 crisis.
Execution:
Challenge
Hindalco's employees, their families, and extended families were affected during the pandemic and were feeling isolated and helpless. The internal newsletter needed to restore faith and give hope to the employees when the world seemed bleak during the pandemic.
Approach
The idea for the newsletter came from an employee at a town hall meeting. We created 'Dilasa' which translates to reassurance and hope and reflects what the newsletter is about.
In the newsletter, we highlighted people's plight, the losses incurred, and how everyone sailed the storm together. Stories of employees all across India were featured. The newsletter also gave spotlight to taskforce workers, medical and paramedic staff, and general employees and their valuable contributions.
The newsletter was circulated through WhatsApp, e-mail, and the company intranet.
Results
'Dilasa' had a very high readership and boosted the employee's morale. The newsletter was successful in giving people a feeling of togetherness and spotlighting the contributions of people and how they battled through the pandemic and emerged victorious together.
'Dilasa' won gold at the Afaqs! Digies Digital Awards 2022 under the 'Best Internal Communication' Category.
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.
Looking for a business-friendly website that is also appealing and interactive? Please get in touch with us at enquiry@ticworks.com
Sanofi India's Internal Communications' platform
Brief
To create content for Yammer which keeps employees engaged and updated on company news.
Execution:
Challenge
Sanofi switched over from their intranet to Yammer, an internal communication tool and enterprise social network. This required reworking the communication strategy — the new content had to be attention grabbing and keep employees motivated since the shift happened during the pandemic.
Approach
We kept employee engagement at the centre of our content strategy. Knowing that visual and short- form content grabs attention, our graphic designers and content writers created posts, infographics, videos, GIFs and photo essays that are easy to consume.
To increase engagement in Sanofi's Yammer community, we created exciting activities such as polls and images where they had to spot the differences. To lift the employees' spirits during the pandemic, we shared stories of the challenges they were facing and how they overcame it. This provided a space for employees to share their pandemic-related coping techniques, their hobbies, and what working from home was like. We also wrote articles on tips related to working from home and how to have a better work-life balance.
To keep employees updated on company news, we attended Sanofi's virtual events and town halls, and created content pieces on awards won by the organisation, company initiatives, products and more. We also created videos around topical days such as International Women's Day.
Additionally, our designers created visually appealing designs for Sanofi's digital signage that were displayed across all floors at their office. The digital signage included information regarding recent workshops, seminars, change in management, events, and more.
Results
After making the shift from text heavy articles to visual and short-form content, the viewership on Sanofi's intranet increased tremendously. The pandemic-related content helped employees stay connected with each other and provided a sense of community during a time of physical isolation. Employees started reaching out on their own to have their stories featured on Yammer. There was a rise in engagement with employees leaving comments on all the posts and participating in the activities.
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