#ChooseToChallenge, Hindalco Social Media
Campaign

Client: Aditya Birla Group

Brief

To create a social media campaign for International Women's Day 2021 as a part of their WAH (Women at Hindalco) campaign, a gender diversity initiative.

Challenge

The campaign needed to empower women and highlight Hindalco's gender diversity initiative while also convincing more women to join core manufacturing.

Approach

We shared stories of some of the women at Hindalco who have faced bias in their personal and professional lives and highlighted how they challenged those stereotypes. The stories featured women GETs (Graduate Engineer Trainees) and how they get things done regardless of the challenges presented to them. These stories were shared internally and on social media platforms.

Results

The stories we shared were relatable and not only inspired the audience on social media but also employees who came forward wanting to share their stories. These stories received an overwhelming amount on support on social media as it stressed on celebrating equality and encouraging a bias free culture. The campaign connected well with the audience and received tons of comments.

This campaign won at The Great Indian Marketing Awards 2021 under 'The Great Indian Social Media Campaign of the Year' and the Mint Marketing Awards 2021 under the 'Best Storytelling Category.'

Testimonial

"Each story was about a stiff challenge taken up, and after a first couple of posts, many of our colleagues started approaching us for their unit colleagues to be featured. The response was overwhelming, so much so that we had to extend the whole campaign, as stories started pouring in at pace. Thanks to the campaign, we were able to connect the internal and external audiences. We'd sent out mailers to employees linking each post to our social media handles and got a lot of meaningful engagement - highest engagement ever. The comments showed people were reading each post and being inspired. This campaign was strategic - our vision was to have more women in "core manufacturing." Today 30-40 of GETs (Graduate Engineer Trainees) we are hiring are women. I have not seen any other company employ such in-depth story telling techniques or run such a prolonged diversity campaign."
— Charu Gouniyal, Senior Vice President, Hindalco Industries Ltd.

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