Summary
Headline: Pernod Ricard India Shines @ 30 Description: Unleashing the versatile 30-year journey of veterans at Pernod Ricard India through 30 exclusive conversations!
Challenge
With Pernod Ricard India celebrating 30 years of operation in India, we wanted to bring out the facets of the values of Pernod Ricard India through its biggest asset i.e. employees on Linkedin to build employer branding. The opportunity was to cut across locations, functions and levels and showcase the journey of these inspiring individuals encapsulated into one envelop of Conviviality which is the core DNA of Pernod Ricard India.
Objective
As Pernod Ricard India turns 30 in 2023, we took it upon ourselves to create a beautiful series that reminds us how and where we begin to how far we have come today. This milestone could not have been accomplished without its dear and hard-working employees. Hence, we pay homage to them while revisiting the roots and foundation of Pernod Ricard India i.e. Inclusivity, Sustainability and Conviviality.
Strategy
The overall strategy of the 30-year campaign was to celebrate and highlight the 30-year legacy of Pernod Ricard India in the alco-bev industry. This milestone is nothing short of magical and showcased the journey of employees, their experience, their dedication and resonance to the core values of Pernod Ricard India. The campaign aimed to pay tribute to the faces of these convivialists who made this dream come true. To celebrate 30 glorious years of Pernod Ricard India, the strategy spotlighted the essence of each year through 30 dedicated employees. 40-minute interviews were conducted with each individual in three locations, to craft compelling 2 to 3-minute episodes that captured their journey. Unique thumbnails, cover pictures, and creatives were designed to symbolize unity among employees and align with the motto of their journey. These catered specially to the LinkedIn and Instagram audience. What makes these episodes truly special is the personal touch—each team member shared a word or sentiment in their mother tongue, subtly weaving in the rich tapestry of diversity within our close-knit family. This campaign not only celebrated history but also instilled a lasting sense of pride and honor within the Pernod Ricard India family.
Data
Pernod Ricard entered the Indian market three decades ago, fostering a vibrant workplace with over 1500 employees and establishing 29 production sites. Beginning with Seagram, this journey has evolved into exporting the renowned brand to more than 30 countries, showcasing a global presence in over 50 countries. Pernod Ricard's commitment to 'Make in India' is evident in its sales portfolio, where 97% of the products are locally produced. In commemorating 30 illustrious years of operations in India, Pernod Ricard stands strong with a workforce exceeding 1500, a testament to our enduring legacy. Many among them have devoted over 15 years to this organisation, embodying loyalty and commitment. This milestone serves as the inspiration behind this campaign, where we intricately weave the stories of 30 remarkable employees into beautiful episodes. It's our loyal employees who fuel this initiative, their dedication and hard work serve as the guiding light. Through these videos, we seek to immortalise not just their memories, but the very essence of Pernod Ricard India – its values, culture, and the extraordinary journey we've embarked upon together.
Solution
In this concise exploration, we delved into the employee's pivotal role at PRI, offering glimpses of their personal background, upbringing, and defining moments in their professional journey. The narrative captures emotional experiences, revealing the employee's profound connection with PRI's culture and values. The conclusion encapsulates their unique contribution in a single word, often expressed in their mother tongue, adding a layer of diversity to PRI's collective narrative. Beyond the personal journey, a strategic video campaign unfolds, featuring 2 to 3-minute episodes filmed at distinctive locations. The initiative, mindful of mobile viewership on platforms like LinkedIn, incorporates engaging thumbnails and a visually compelling cover picture that symbolizes the unity within the diverse PRI family. This thoughtful blend of personal narratives and visual elements not only honors the organization's rich history but also fosters a deep sense of pride and unity among the Pernod Ricard India family.
Results
The "30 Years, 30 Convivialists, 30 Stories" campaign has exceeded all expectations, leaving a notable mark with astounding statistics. With over 1.2 million impressions, 1 lakh video views, and a total engagement of 26k+, the campaign has not only captured attention but ignited a conversation. The noteworthy surge of 30k+ in follower numbers speaks volumes about the resonance of these stories. Industry giants like Heineken, Diageo, Bacardi, among others, have commended our journey, adding their voices to the chorus of celebration. Beyond the numbers, the videos have taken our employees on a nostalgic journey, evoking gratitude and memories. Witnessing their reactions, filled with appreciation and a sense of belonging with their office families, encapsulates the true spirit of the campaign—a celebration of our shared journey and convivial legacy.
