HR Direction, a specialist division of RK Swamy BBDO catering to HR-related communication needs of organizations, has won the business of ‘3’, the 100 per cent subsidiary of Hutchison Whampoa Ltd, a Fortune 500 company and a global pioneer of 3G telecommunications technology. In India, ‘3’ employs over 6,000 people in their customer care centers in Mumbai and Pune. The incumbent agency is O&M Mumbai.
Arun Kumar, Senior Partner, HR Direction, said, “‘3’ is known worldwide for pushing the creative envelope with some out-of-the-box advertising. It is a great opportunity to develop creative solutions to make ‘3’ India an employer power brand through strategic perception management. The dual task of attracting and retaining talent would be a challenge considering the high employee churn in the ITES industry.”
Commenting on the decision to move the account to HR Direction, Deanne Rodrigues, Head, Branding & Marketing Communication, ‘3’, said, “Employer branding is crucial to a corporate like us with a huge employee strength. In today’s dynamic business environment, it is essential to create a suitable niche as an employer brand. HR Direction fits the bill really well as they are a perfect blend of HR strategy combined with creativity. It is great to see an internal campaign have a two-fold objective of arresting employees’ attention amidst clutter and also aid in achieving a difficult business/ operational objective, and that’s what HR Directions helps us do.”