Birla Carbon Engage with Employees

Carbon Black Industry

Overview

In the heart of India’s industrial growth story stands Birla Carbon—a global leader in carbon black manufacturing, fuelling industries from tires to plastics with high-performance solutions. As the company expands its footprint across continents, its ambitions shine bright.

  • Challenges

    • Carbon production means harsh working conditions

    • Remote manufacturing units

    • Limited global visibility

    • Working on the shopfloor; thus, a male dominated setup

    • Unclear growth opportunities for job seekers


    These challenges hindered their ability to recruit fresh graduates from university campuses.

  • Strategy

    Our mission was to craft an employee engagement campaign that highlights Birla Carbon's unique strengths

    • Its global yet grounded operations,

    • Resilient workforce,

    • Growth opportunities,

    • DEI, and

    • Commitment to excellence in challenging environments.

  • Solution

    Birla Carbon operates worldwide, precisely in 14 countries, USA, Canada, Germany, India, China, Italy to name a few. They are a growing exponentially in all the areas like business management, engineers, etc. with gender being agnostic. Through extensive communication, we highlighted factors like opportunities, growth, diversity, inclusivity, employee-centricity that prevail within the organization.

  • Treatment

    We chose a video format to bring these employee stories to life. Once employees were identified for a specific site or country, we conducted in-depth discovery calls to understand their profiles, roles, and tenure. Based on these insights, we crafted detailed scripts before proceeding with the shoot. To maintain engagement, each episode was accompanied by six content deliverables:

    • Profile Introduction

    • Episode Teaser

    • Main Film

    • Short Snippet

    • Quotable Quotes from the Film

    • Behind-the-Scenes (BTS) Content


    A dedicated website page was created as a repository for all episodes, showcasing a total of 15 stories.