Context & Challenge: In a manufacturing-led organization like Covestro (India), with geographically dispersed sites, multi-lingual teams, and diverse roles, internal communication demanded more than one-way updates. The challenge was to build a platform that transcended physical boundaries, language barriers, and digital divides - while engaging both white-collar and shop-floor employees. Creating a unified, emotionally resonant voice across regions, cultures, and communication modes was critical. Even more challenging was sustaining relevance and momentum over 9 years, ensuring each issue stayed fresh, inclusive, and reflective of the company’s evolving identity.

 

Strategic Objective: To create a consistent and inclusive internal communication platform that informed employees with clarity, engaged them with relevance, and inspired alignment with the company’s purpose - strengthening cultural cohesion, cross-level connection, and trust across a diverse, multi-site workforce.​

 

Key Strategic Moves:

• Evolved format and frequency from bi-monthly print to fortnightly HTML editions, ensuring agility, accessibility, and alignment with changing communication needs.

• Embedded Covestro’s values - Curious, Courageous, and Colourful, through fresh themes, authentic voices, and vibrant, inclusive storytelling.

• Enabled cross-functional collaboration, integrating content from shopfloor to leadership for relevance, diversity, and representation across all sites.

• Maintained strategic alignment and creative excellence via a structured editorial calendar and strong agency partnership, tied to business milestones and culture campaigns.

 

Strategic Outcomes:

• 35 issues published over 9 years, reaching 100% of the employee base across sites and roles, transforming the magazine into a trusted platform for alignment and engagement.

• 10+ national recognitions established Covestro Beats as a benchmark in internal communications, reinforcing the brand’s reputation as a people-first, purpose-driven organization.

• 300+ employee voices featured, enabling inclusive storytelling and fostering a culture of participation, pride, and shared ownership.

• Contributed to a 20-25% uplift in employee engagement scores YoY in relevant categories, while strengthening leadership visibility, cultural cohesion, and internal brand equity.

 

Value Delivered: Covestro Beats evolved into a high-impact internal communications asset, moving beyond information-sharing to become a culture-building and engagement-driving platform. It reinforced organizational purpose, enabled cross-level storytelling, and bridged communication gaps across geographies and roles. By embedding Covestro’s values of being Curious, Courageous, and Colourful, the magazine played a pivotal role in shaping a unified, emotionally resonant employee experience - strengthening trust, alignment, and internal brand equity across the enterprise.