About 18 months ago, the advertising fraternity in Chennai was abuzz with a new business opportunity from a premier IT company, Empower Works, a part of the Polaris Group.
Leading advertising agencies in the country were invited to share their strategic and creative recommendations, based on the marketing brief. At the end of a two-stage evaluation process across 30 parameters, JWT won the business. Balaraman, CEO, Empower Works said “JWT is known to be professionally managed and progressive. Although IT brand marketing is relatively new to all ad agencies both in India and overseas, knowing JWT’s commitment to customers and their passion to devote themselves to our mission, we decided to award them our business.”
Empower Works, a member of the Polaris group, was formed in April 2002 with 50 per cent holding by Polaris. It’s product, Adrenalin, a strategic Human Resource Management software has modules like eRecruitment, Performance and Talent Management Systems, Project and Resource Planning Systems, Training and Development and was developed with IPR generated in Polaris USA. Empower Works is headquartered in Chennai, India and has offices in Dubai, Frankfurt, New Delhi, New Jersey, Toronto, London, Mumbai, Singapore and Tokyo.
Empower Works is led by V Balaraman CEO (formerly Director (Exports) in Hindustan Lever, member of it’s Managing Cttee., MD of Ponds and currently also Director on the board of Polaris Software Labs. Balaji Ganesh is the SVP (CA, CISA, over 17 years experience in enterprise IT companies like SAP, Ramco Systems and Satyam) and Roshini Bakshi is the Group VP, Marketing and Sales with over 15 years in marketing and sales in Mattel, American Express, Prudential ICICI and Lakme.
JWT has partnered with Empower Works since it’s inception and participates in all it’s branding, advertising, and direct marketing programs. In The first phase, JWT ‘s challenge was to launch the brand in a targeted fashion with business leaders in Indian Industry who often make buying decisions for strategic software investments within their company. Empower Works wished to leverage their domain expertise in strategic HR, considerable experience with IT-projects in this domain and the reliability and stature of their business approach.
After many months of developmental work and research, JWT launched adrenalin™ in India, in Sept 2003, with an integrated campaign aimed at CEOs and business leaders. The campaign idea was woven around the concept of ‘Language of Leaders’ using Kinesics, the science of Body Language as a provocative lead-in. The campaign highlighted the fact that leaders motivate people through body language, so does adrenalin™ as a software tool, enable transformation of the workplace in terms of greater employee productivity and measurable top and bottom line. About the JWT process of brand and communication development, Ms. Bakshi, GVP Mktg and Sales says, “They are communication specialists, who evolve with us in changing business scenarios and emerging opportunities.”
The ‘Language of Leaders’ campaign is expected to have aroused the interest of CEOs and has had considerable impact with HR managers in leading businesses across India. A HR Head of a leading company in Chennai, said, “Adrenalin™ transforms the value of HR within the organization, to provide distinct competitive advantage, while creating a technology-enabled environment that promotes performance, innovation and greater employee alignment and motivation.”
After the launch, JWT worked on specific multi-channel communication programs targeted at the influencers and decision-makers in the corporate enterprise. Using strategic insights into the way leaders think, and recognizing those business concerns that can be addressed by Adrenalin, JWT executed an intense marketing communication program combining direct marketing, events and road shows, alliances and advertising to support the sales response.
V Balaraman, CEO, Empower Works, said, “Adrenalin™ is a strategic Human Resource Management Software that provides a proven technology foundation for the complex, strategic and operational requirements of business leaders, to deliver competitive advantage.”
JWT claims that over 40,000 users in diverse industry sectors like Royal Sundaram, Mahyco, ACNielsen, Symrise India, and Dr Reddy’s Labs have an opportunity today to gain the competitive edge. Some, like Royal Sundaram, have won awards for ‘HR Excellence with Innovative Practices’ on the basis of their initiatives with Adrenalin.
Recently JWT decided to deploy Adrenalin for its employees across the country. In this context, Balaraman says, “This kind of commitment to the mission and business of its clients makes JWT an agency of stature, and communications expertise. Their commitment to understand our business by using our products for their own advantage put them in a preferred position to serve us better in the future.”
Remarks Anita Gupta, GM, JWT Chennai, “It has been a learning exercise for every member of the team. We see exciting times ahead, given the economy and the resurgence of IT products.”