CHALLENGE
IMPACT
TATA AIA Life Insurance: How we got employees to actually read internal emails
TATA AIA Life Insurance needed more than just internal memos. They needed a way to cut through inbox fatigue, engage employees meaningfully, and keep compliance from becoming a snoozefest.
From HR announcements to service principal campaigns, we turned “just another email” into something employees looked forward to. We injected energy, visual delight, and relevance into every touchpoint.
Whether it was a mascot that brought company values to life or an interactive mailer that made compliance feel like a game, our strategy was clear: get noticed, get read, get results.
We brought heart to internal communications, showing that even reminders, policies, and praise can be creative, fun, and effective.
Because employees are your first audience and your most important one.
What We Uncovered
After (very real) inbox empathy and a brand audit that made us part-HR, part-therapists, we found:
- People wanted to feel inspired, not instructed
- Heritage mattered, but so did how it was told
- Internal culture needed a louder, friendlier megaphone
- Employees loved puzzles, mascots, and small doses of joy
- Engagement rises when communication respects people’s attention
Scope: Internal Campaigns, Employee Engagement Design, Mascot Development, Campaign Visual Systems, Emailer Design, Print Collaterals, HR Comms, Gamified Learning Tools
Client: TATA AIA Life Insurance
Industry: Life Insurance and Financial Services
Neeraj Chopra meets Internal Comms. Yes, really.
We built a campaign to send wishes to TATA AIA’s ambassador—cue proud employees and flying slogans.
A legacy of impact, retold with emotion.
For the Blood Donation Drive, we tapped into the TATA story, and employees stepped up in droves.
Meet Genie-US. The mascot with a four-principle punch.
Empathise. Engage. Resolve. Guide. Wrapped up in one lovable face.
Compliance isn’t sexy. We made it fun anyway.
Puzzles, visuals, engagement. Not a single policy doc in sight.
We didn’t print affirmation. We illustrated it.
To inspire daily excellence, we created pocket-sized positivity, not policy preach.
