Some of the best “corporate storytelling” is coming out of India

Some of the best “corporate storytelling” is coming out of India

The most valuable companies in India include Tata Sons, Aditya Birla and Godrej. The most valuable in the world are Apple, Alphabet (Google), Amazon, Facebook and Microsoft (with the order changing every now and then). These companies cover a wide range of sectors but there is one common element. A consistent and strategic content narrative.

That’s an area well understood by Mumbai-based The Information Company (TIC) which is positioned as a “content, creative and digital agency preferred by India’s leading corporates”.

Corporate Storytellers. That’s how they like to be known.

The Information Company – Storytellers to India Inc

TIC started in 1999 and I have known them since 2004, when I connected with Founder Kiron Kasbekar, formerly Editor of The Economic Times (Bombay), Business Editor of The Times of India, and Managing Editor of Business India.

TIC has been ‘living and breathing’ content for more than 20 years, with its foundations built by top-notch journalists who brought their expertise in impactful storytelling to the game. Since then, TIC has added technologists, graphic designers, writers, videographers, and SEO specialists to the mix to execute great communication projects.

Their storytelling services are being used by the some of India’s largest, most influential, and best brands – Tata Sons, Aditya Birla Group, Godrej, Mahindra Group, Ambuja Cement, Hindalco, Fino, Cipla, Arcelor Mittal Nippon Steel, Capgemini, Weber Shandwick, and many more.

Storytelling for a purpose

TIC doesn’t just tell stories – the focus on storytelling towards a purpose, whether that is building digital brand identity, promoting business interests, creating perceptions, or reaching out to stakeholders.

Thought Leadership

One of the most unleveraged areas of communication is ‘thought leadership’, with much of it being overt promotion or semi-advertising. Here, TIC has been able to carve out a niche – crafting the voices of corporate brand and corporate leaders, and delivering good thought leadership content that is credible, engaging, accurate and consistent.

One of their unique skills is to write authored articles on behalf clients across industries such as automotive, aviation, chemical, consumer products, energy, engineering, IT, insurance, oil & gas, pharma, mining, manufacturing and infrastructure.

Blogs for Interaction

Blogs is another area where, for many organisations, things go wrong. The most common mistake is to come across as self-promoting. Or the organisation starts a blog but tires of it – so their latest blog is two or three years ago. Not a good look.

But the blog can be immensely valuable – it is the one platform for any company to connect with all its stakeholders, interact with them, connect like-minded enthusiasts and so on – through focused storytelling. No wonder then that TIC creates over 30 blogs every month.

Websites that just don’t sit there

Owned communication assets such as websites should not be static – they need to be information rich, and continually updated. They are the first stop for information that is used by investors, clients, media, prospective customers, prospective employees, regulatory bodies. The website is a critical and strategic asset to broadcast the corporate narrative.

Tata Chemicals, Tata Trusts, Rallis, Lupin, Hindalco, Ambuja Cement Foundation, and Suzlon are just some of TIC’s website clients. And this does not include the list of intranet clients!

Visual storytelling

Sometimes, a visual story tells more than a thousand words. Infographics are mostly data driven – the magic lies in crafting a coherent story around data.

By writing compelling text and presenting it in an efficient and visually pleasing manner, TIC ensures that an engaging story emerges from each Infographic. This form of content is its way, both art and science.

Campaigns – traction and reaction

Engaging with employees – especially in an age of WFH – has taken on a new significance. Companies often rely on emailer campaigns to connect. But how do we gain traction and reaction?

Whether the campaign is to showcase business achievements, announce a product launch or an event, highlight business achievement, connect with employees or other stakeholders, TIC partners several big corporates to put in the right words to their thoughts.

Social media campaigns take the need for creativity to another level. Here too TIC builds award-winning strategic campaigns for clients such as Godrej and Hindalco.

Video now “most effective”

If a picture is worth a thousand words, a video is worth 1.8 million – that is the view of TIC, and they see video as “the most effective way to narrate a story”. Be it explainer, animated, VFX, event, HR videos or corporate films, TIC creates videos for Aditya Birla Group, Sterling & Wilson, Asian Paints, and Hindalco.

Content Overload

Beware of stepping into ‘content overload’, a sign of our times. How do you ensure ‘thumb-stopping’, shareworthy content for your brand? One easy hack is to make sure the content is dynamic, visually rich and – most important – interactive! Adding a layer of interactivity to your content – blogs, posts, videos, graphics, podcasts, whatever – will add to brand recall and engagement. Even a simple quiz, for instance, becomes interactive content and can be a game changer for your brand. And that is what TIC delivers.

Awards tell the story

Recognition is the best sequel to creativity. TIC has won a slew of awards for its work – here is just a tiny fraction of the recent accolades won:

  • Double Platinum at the ‘AVA Digital Awards 2022’ for Tata Sons e-magazine and a video for Sterling & Wilson Renewable Energy Ltd
  • ‘Mint Marketing Award 2021’ for Hindalco’s #WomenAtHindalco social media campaign
  • Gold for Hindalco’s internal newsletter at the ‘Afaqs! Digies 2021’
  • Bronze for Aditya Birla Group’s #HaathUthanaZarooriHai video at the ‘Velocity Awards’
  • Best Content agency at ‘The Great Indian Content Marketing Awards 2021’

Contact TIC

For more on how TIC can support your communication objectives, just drop a message on enquiry@ticworks.com. Or better still, call at +91 842 581 4016 / 17.

https://www.ticworks.com/

Wow! India Australia trade deal much bigger than we thought

These two Ministers are transforming the Australia-India relationship

Wow! The Australia-India Economic Cooperation and Trade Agreement signed yesterday is a whopper.

Get on the plane now if you are in business or education! The trade and investment doors are open for you.

The two trade ministers, Australian Dan Tehan and Indian Piyush Goyal, are transforming the economic relationship and created a platform for decades of growth for India and Australia. Well done.

READ MORE DETAIL HERE:

https://www.trademinister.gov.au/minister/dan-tehan/media-release/historic-trade-deal-india

Indian startups raised $38 billion in 2021: Entrackr report

I want to thank my friend Gopi Shankar for drawing my attention to this stunning development for Indian startups. Gopi is based in Bangalore (Bengaluru) and is Director – Trade & Industry | Global Victoria, Victorian Government Trade and Investment.

Entrackr reports:

Money flowed into Indian startups in 2021 like never before. The ecosystem broke all the previous records in terms of fundraising and minting unicorns during the 12 month–period. According to data compiled by Fintrackr, total investments that flowed into Indian startups stood close to $38 billion in 2021. This is over three times more than the $11.1 billion in total funding that startups received during 2020.

Fintrackr’s data further shows that 1,391 startups mopped up $37.98 billion across 1,625 deals in 2021 which included 380 growth and late-stage startups and 948 early-stage startups. Among them, 297 startups, mainly early-stage, did not disclose their deal size.

Read the report here:

https://entrackr.com/2022/01/indian-startups-raised-38-billion-in-2021-entrackr-report/

Here are the top performers which gives you some guide to what is hot in India right now: