Context & Challenge: In a manufacturing sector dominated by process, performance, and productivity, DE&I was perceived as abstract and disconnected from shopfloor realities. The complexity was amplified by multilingual regions, varying literacy levels, generational differences, and deeply ingrained workplace cultures. Traditional corporate playbooks were inadequate.

 

Strategic Objective: To embed the idea of inclusion into the manufacturing ecosystem by building awareness, emotional connection, and grassroots ownership - using communication not as a broadcast tool, but as a catalyst for behavior change and cultural alignment.

 

Key Strategic Moves:

• Crafted a bold, metaphor-driven creative platform - “A ONEderful World” - anchored in the universal symbolism of thumbprints to represent individuality and unity.

• Developed 100+ multilingual, multi-format creative assets - digital, print, physical - customized to reach both white and
  blue-collar audiences.

• Embedded DE&I messages across existing physical and digital touchpoints - reception, canteens, meeting rooms, control rooms, intranet, WhatsApp - to meet employees where they are.

• Activated local leadership and site champions as campaign ambassadors to build credibility and cultural alignment.

• Produced 12 DE&I talk shows featuring internal and external voices to foster empathy, storytelling, and dialogue.

 

Business Impact:

• 100% internal campaign reach across all Indian manufacturing sites.

• Localized impact through creatives in Hindi, Marathi, Gujarati, and Tamil.

• 90%+ improved understanding of DE&I (via ENGAGE Survey - Workday).

• APAC-wide replication, positioning India as the DE&I Week 2024 lead for the region and Global HQ.

• Shifted DE&I from a corporate mandate to a shared cultural movement.

 

Value Delivered: Established Embedded DE&I into daily operations, driving higher engagement, team cohesion, and inclusive leadership on the shop floor. The campaign elevated the organization as a regional benchmark, turning inclusion into a business enabler and cultural differentiator.