New Delhi: Two companies from India – Viacom18 Media and General Electric India – won PR Awards Asia 2016 under the category Employee Communications Campaign of the Year. PR Awards Asia for employee communications campaign is recognition to companies across Asia for innovation in internal communication and employer re-branding campaign during tough business environment.
Viacom18 India, the fastest growing entertainment network with diverse brands like MTV, Nickelodeon, Colors and Vh1, won the Gold Prize in Employee Communications Campaign for “Big Belly – Feasting on Ideas that Innovate campaign title”. The campaign ad was conceived by Rickshaw Communique Services. Viacom18 created Big Belly, a social innovation platform based on crowd-sourcing. The brainwave is not just informing employees about the new platform, their own reinvented intranet, but helping them build an early emotional connection where they would be excited about the possibilities it would offer. Big Belly used digital polling, interactive emails, goodies and physical campaigning and threw challenges that the employees socialised to create solutions for. From giving them almonds to ‘think’, to transforming the office space with comfortable beanbags where they could ideate in peace to lauding the winners in the quarterly town hall.
General Electric India’s retirement investment plan offerings, NPS (National Pension System) for its employees, are a game changer. The proposal came with challenges like asking employees to put away additional savings into NPS while already investing in the mandatory Provident Fund (PF) scheme. In order to articulate the benefits of enrolling for NPS with a modest target of 10% employees to sign-up, GE devised a communications plan that inspired employees to save for their post-retirement life and have access to additional, accumulated wealth to continue fulfilling their dreams and maintain their lifestyle. GE achieved twice the targeted sign-ups and average age of employees who signed-up was approximately 35 years. The campaign is conceived by Genesis Burson-Marsteller ad agency.
The award ceremony was held by Haymarket Media Ltd. on 15 June 2016 in Hong Kong. The awards were given to other categories such as: campaign of the year; Arts, Entertainment & Media Campaign of the Year; Brand Development Campaign of the Year (Product); and many more.