On 8th March 2023, we celebrated Women’s Day under the theme “Equity, not Equality” for Hindustan Coca-Cola Beverages Pvt Ltd (HCCB). The highlight for this campaign needed to be the constant innovation, activation and undertakings taken in multiple forms, including guidelines within the company in order to create an equitable work environment for their employees. These undertakings go further to highlight the key initiatives taken for tier 2 and 3 specific to farming that has enabled the brand to reach further and create a more sustainable workplace. The brief asked us to work on internal communication for the brand to push this message forward.  With a workforce with 80% men, it was important to address the male audience and focus on the steps that the brand can take to create an equitable space. The added factor of needing a workspace that is aware of the further steps being taken by the company to create a brighter future meant that the employees needed to be educated and made aware of the incoming changes they can expect, over the course of time. The aim here was to create an educative experience that would encourage the men to see how they can bring about a change themselves.

A dual approach of offline and online was taken in order to saturate the market and to create a larger impact, by allowing the employees to gain access and increase visibility of our messaging.  Fair Pour – a campaign that highlighted that more than an equal pour, an equitable pour is what the world needs. It further communicated how no matter what beverage you prefer or drink, the ones bottled at HCCB get an equitable, fair pour in each, similar to our employees. After an indepth analysis of how the competitors have approached the day in the past, we further tried to understand how the industry approaches the topical day. Simple content and approach was taken as the final mode of communication as tier 2 and 3 audiences were targeted.  Informative, friendly and easy to understand was the tone of voice taken to ensure that the communication can be easily understood. With a turnaround time of less than 14 hours for the overall brief, we were able to meet the requirements by delivering a master video, social media activations and an offline activation to garner engagement through the employees.