| Title | WALK TALL |
| Brand | PEPSICO INDIA REGION |
| Product / Service | INTERNAL COMMUNICATION |
| Category | B01. Corporate Image & Information |
| Entrant | CANDID MARKETING Mumbai, INDIA |
| Entrant Company: | CANDID MARKETING Mumbai, INDIA |
| DM/Advertising Agency: | CANDID MARKETING Mumbai, INDIA |
Credits | |
| Name | Position |
|---|---|
| Team Candid |
2010 marks the completion of 20 years of PepsiCo in India. The timing seemed appropriate to come up with an internal campaign to boost the employees morale. The objective was to highlight the same to their internal audience. The target was to involve internal audience in ways they would feel good about. Brief to us was to instill a sense of pride holistically through our communication. PepsiCo wanted to celebrate its presence by making its employees feel special. However the great divide between corporate communication and personal impression was put forward as a challenge.
Creative execution made the employees realize its scalability & evoked a sense of pride in them for being associated with an organization like PepsiCo. Trick mirrors which made employees look tall, blank danglers & standees made employees inquisitive. It was taken further to Town Hall 1 where the Walk Tall logo was revealed. Consequently, Walk Tall screensavers, wallpapers, office stationeries, caricatures of top management were designed & shared with employees. P20 challenge (20 facts about PepsiCo) was started through emailers & SMS. More activities including WALKTALLYMPICS are proposed towards the end of the calendar year leading to their annual day.
The challenge was to come up with a concept which every employee could personally relate to and take ownership of. Hence, 20 delightful years WALK TALL - the 2 comprises of what PepsiCo stands for & some of its remarkable achievements. Walk Tall was written in a style, which reflected being tall. The concept’s rationale was described in the preamble, made especially for the 20 years celebration. Special Preamble was made which urged the employees of PepsiCo to Walk Tall, as they are a part of the largest Food & Beverages Company in India.
The ‘Walk Tall’ campaign has touched the heart of every PepsiCo employees. The simple utterance of these two simple words evokes a sense of pride in them. To hear the result, call 0124-2880699 and ask any PepsiCo employee!! 4,000 employees and their families across 20 cities in India will remember this campaign for a long time since we let each and everyone one of them know that they are part of something big, they deserve to Walk Tall amongst other.