Client: TATA Sons
What we delivered: Brand Strategy, Brand Identity, Launch Campaign that included Print and Outdoor Materials, Emailers, Corporate Presentation and Introductory Film.
Agency: MerryMen
Role: Design Director & Partner
In the competitive landscape where industry giants like Netflix, Google, and Amazon vied for the attention of the best and brightest, Tata faced a formidable challenge. How could they persuade these top-tier students to choose a 150-year-old Indian company, perhaps unfamiliar to them, for their internship experience?
Research showed elite university students wanted to shift from passive to active learning, seeking practical applications for their knowledge. The brand's "Let's Explore" positioning captured this spirit, encouraging curiosity and hands-on experience. It emphasised real-world application, aligning perfectly with Tata Global Internships' goals.
Explore like JRD TATA!
Knowing that we were going head to head against those companies, we needed to differentiate ourselves strongly. The core of our branding and communication came from the spirit of adventure Tata's founding fathers displayed, and the group's constant quest to find solutions to the world’s problems. It led us to position the internship as an invitation to global explorers. A chance for young students to discover their true potential and India.
Thinking Behind the Logo
The TATA Global Internships logo draws heavy inspiration from JRD Tata, India's first licensed pilot and the founder of Air India. The design revolves around doodling, representing exploration, with a circle symbolising the globe. Hidden within the doodle is the letter T, reflecting the signature style seen across various TATA brands. The colors are carefully chosen: Orange and Green to signify India, Blue represents the global reach of TATA, and Yellow symbolises the bright minds the program aims to attract.
Logo extending in design!
To show off the program's flexibility and the wide range of career paths available, we whipped up some extra logo bits that sprout from the main one. These extra doodles give us lots of fun options while still keeping our brand style in check. We only use these extra doodles in certain situations, leaving out the main logo on purpose. They're designed to be playful and spontaneous, kind of like doodles you'd find in a notebook. Their quirky style adds personality to our brand and lets us get creative in all sorts of designs.
Dive into culture and business!
To emphasise the significance of cultural immersion we crafted visually captivating posters, which showcase the beauty of Indian culture and share intriguing business anecdotes. Resembling tourism advertisements, they entice participants to explore the cultural richness of India while delving deep into its business landscape.
Nothing gets you thinking like a bold question.
We used real questions from TATA to inspire exploration. Our logo designs highlight key areas like innovations and clean energy. We added fun testimonials to posters and emails, making our program stand out visually and showcasing its many facets.
Beautifully crafted testimonials
for a beautifully designed program.
for a beautifully designed program.
The first batch provided insightful feedback on the internship program, highlighting its strengths and praising the vision behind it. Inspired by their words, we decided to give these testimonials a stunning design makeover.
Memories from Indian Coasts.
Leaving behind business cards or brochures is standard practice after college presentations. However, to grab students' attention and highlight our innovative approach, we stepped it up. We crafted coasters from photos of past internship batches, offering unique memorabilia. These coasters not only serve a practical purpose but also provide insight into past interns' vibrant experiences, making a lasting impression on potential candidates. Plus, they're easy for our HR team to carry on flights from India.
Results:
The branding and communication efforts exceeded expectations, with over 300 students registering for the internship online. The first batch included 50 interns from 17 prestigious universities, who worked on 33 projects across 12 Tata group companies. The success of the inaugural year led to Tata Global Internships becoming a permanent fixture in the company's calendar.
