The Campaign

The information explosion through social media in recent years has sensitised the Indian youth about the many downsides of existing cultural norms and archaic attitudes that are still in vogue - in the workplace and otherwise. Right from employing language that is jargon-free to demanding complete autonomy in everything they did, the youth of India today approach everything with a hint of rebellion. We decided to use this rebellious subconscious as a peg for our campaign. Using language borrowed from their speak and pop-art design that stands for the rebellious, we crafted a campaign that celebrated the young intern's attitude and aspirations and positioned them not as brand ambassadors of a company, but that of a revolution!

Execution

Every piece of copy written was an attitude statement that would readily be imbibed or agreed to by an intern. We also interlaced unique functions into a few items. While the newsletter was designed like a board game, the lanyard served as makeshift beads to counter anger and stress. The design was given equal importance and stood out independently as an ideal representation of the intern at Flipkart. The entire exercise was carried out over the course of about 4 months, with the interns engaging with the campaign communication at every stage of their internship.

Tier 1: Over 174 interns went back convinced about Flipkart's innovation-centric work culture and the belief that the company was certainly the employer of choice for students seeking their first jobs once out of college. Tier 3: The unique internship program also became a vital case study for Flipkart's award-winning Talent Brand, so much so that it helped Flipkart bag the top position in LinkedIn's list of India's favourite employer.

The Situation

The campaign challenged stereotypes surrounding internships and led to swift word-of-mouth promotion; positioning Flipkart as an employer of choice. The conversations surrounding Flipkart's Internship Program (flinternship) - online and offline - resulted in a flurry of inquiries with regard to internships and jobs at Flipkart; cementing the company's reputation as a great place to work.

The Strategy

Our target audience comprised of young adults aged between 20 - 25, from some of the best institutes of the country. Therefore, it was important to be smart in terms of choosing the right media. Instead of resorting to traditional means such as patronising letters, we decided to give them items that would either give them sound descriptions of their internship experience or serve a small function. We also decided to engage them at every phase of their internship - through various collaterals, social interactions, awards, etc. - right from the moment they set foot at the airport until they packed their bags to leave.