Infra and Development
Website
Involvement
Strategy, Content
The Client
A stalwart in the Indian real estate development arena known for their state-of-the-art residential and commercial properties. With over two decades of industry expertise, the company has built a reputation for delivering high-quality construction and innovative designs in Western India.
The Ask
They enlisted our expertise for an internal campaign designed to distinguish themselves in an industry rife with black money, high attrition rates, and unscrupulous practices. The campaign aimed to spotlight the client’s commitment to transparent transactions, timely deliveries, ethical conduct, and a steadfast dedication to retaining and nurturing talent within the organisation.
The Challenges
- Addressing a diverse audience of 700 employees, each with distinct life stories, experiences, and careers in real estate, presented the challenge of finding a unifying message to rally around.
- Building a sustainable campaign which transcends company mission statements and becomes an ongoing effort towards creating a culture of accountability – Transforming each employee into a brand ambassador for ethical values.
- Balancing the communication of ethical practices in an industry that doesn’t necessarily follow these practices. How do you highlight this message without offending the broader sector?
Our Approach
- Resonance with Indian history – We were inspired by the iconic Quit India movement and the powerful slogans that emerged from that era. We structured the campaign around the idea of ‘Non-Cooperation’, a concept familiar to all Indians, to illustrate the client’s uncompromising commitment to higher ideals and practices.
- Phase approach – Acknowledging the campaign’s vast scope, we meticulously divided it into three phases—awareness, launch, and building capacity. The awareness phase introduced catchy and exciting campaign elements, while the launch translated these ideas into action. The last phase focused on long-term strategies and solutions to fortify the ethical message.
- Creating a long-term mindset – For the long term, we devised an ethical practices handbook for real estate, providing practical guidance and examples of situations. This was reinforced by a monthly reward system, celebrating the ‘Non-Cooperator of the Month’. To sustain the campaign, we implemented workshops with managers and HR, aimed at creating a platform where employees could seek guidance when faced with dilemmas or challenging scenarios.
The Result
An overwhelmingly positive response from all employees on launch day. There seemed to be a cohesive mission they could coalesce around, with notable focus on the ‘Non-Cooperator of the Month’ recognition – a coveted honour over the later months. We even received feedback that the training workshops finally fostered a culture of openness and approachability within the office.