How 700 employees of a real estate developer became the brand they'd been asked to represent.

How 700 employees of a real estate developer became the brand they'd been asked to represent.

How 700 employees of a real estate developer became the brand they'd been asked to represent.

The Brief

Marvel Realty is a Pune-based real estate developer with a position the category rarely produces, a builder that genuinely tries to do business honestly, in an industry built on the opposite. No black money, no opaque pricing, no buried clauses, no missing after-sales. The kind of company that gets most of its new business through referrals because customers actually leave happy. The brief was to make sure that promise didn't end at the leadership level. Marvel had 700 employees across multiple offices, and every one of them needed to live the brand, not just be told about it.

Industry

Ed Tech

Services

Internal Communication · Brand Strategy · Campaign · Creative Direction · Concept

Category

An internal movement, in an industry that doesn't usually believe in them

Client

Marvel Realty

The Challenge

Internal communication is where most agencies do their dullest work. A handful of emails, a poster on a wall, a townhall, and a hope that someone is listening. That wouldn't work here. Marvel's brand promise was contrarian in its own industry, and the people being asked to deliver it were the same people facing daily temptations to do business the old way. The campaign needed to do something most internal comms never even attempts. Not inform. Not enthuse. Convince.

The Brief

Marvel Realty is a Pune-based real estate developer with a position the category rarely produces, a builder that genuinely tries to do business honestly, in an industry built on the opposite. No black money, no opaque pricing, no buried clauses, no missing after-sales. The kind of company that gets most of its new business through referrals because customers actually leave happy. The brief was to make sure that promise didn't end at the leadership level. Marvel had 700 employees across multiple offices, and every one of them needed to live the brand, not just be told about it.

Industry

Ed Tech

Services

Internal Communication · Brand Strategy · Campaign · Creative Direction · Concept

Category

An internal movement, in an industry that doesn't usually believe in them

Client

Marvel Realty

The Challenge

Internal communication is where most agencies do their dullest work. A handful of emails, a poster on a wall, a townhall, and a hope that someone is listening. That wouldn't work here. Marvel's brand promise was contrarian in its own industry, and the people being asked to deliver it were the same people facing daily temptations to do business the old way. The campaign needed to do something most internal comms never even attempts. Not inform. Not enthuse. Convince.

The Brief

Marvel Realty is a Pune-based real estate developer with a position the category rarely produces, a builder that genuinely tries to do business honestly, in an industry built on the opposite. No black money, no opaque pricing, no buried clauses, no missing after-sales. The kind of company that gets most of its new business through referrals because customers actually leave happy. The brief was to make sure that promise didn't end at the leadership level. Marvel had 700 employees across multiple offices, and every one of them needed to live the brand, not just be told about it.

Industry

Ed Tech

Services

Internal Communication · Brand Strategy · Campaign · Creative Direction · Concept

Category

An internal movement, in an industry that doesn't usually believe in them

Client

Marvel Realty

The Challenge

Internal communication is where most agencies do their dullest work. A handful of emails, a poster on a wall, a townhall, and a hope that someone is listening. That wouldn't work here. Marvel's brand promise was contrarian in its own industry, and the people being asked to deliver it were the same people facing daily temptations to do business the old way. The campaign needed to do something most internal comms never even attempts. Not inform. Not enthuse. Convince.

THE APPROACH

We didn't pitch a campaign. We pitched a movement. The Non-Cooperation Movement, a deliberate echo of one of the most powerful ideas in Indian history, repositioned as a refusal to cooperate with the malpractices of the real estate industry. Not an HR initiative. A belief system. Built to give employees a frame they could live inside.


The rollout was sequenced to feel like something happening, not something announced. Teaser emailers, footsteps painted across office floors leading to the Marvel Manifesto, badges at every workstation, a video from the founder, and a simultaneous oath-taking ceremony at 3pm across all offices, connected by video screens.

Then The Right Way Handbook, real situations every employee would actually face on the job, with the right way to handle each one. And the infrastructure to keep it alive long after launch: the philosophy baked into HR recruitment, intranet videos, a dedicated Facebook community for all 700 employees, a Non-Cooperator of the Month programme, and quality control checks.

THE WORK

A full multi-touchpoint internal communication campaign for Marvel Realty, rolled out across every office. Teaser emailers, floor stickers, the Marvel Manifesto, posters, badges, founder video, oath ceremony, the Right Way Handbook, intranet videos, the Facebook community, recognition programmes, and ongoing quality control. Built as a launch and engineered to keep running.

THE OUTCOME

A campaign that didn't just communicate Marvel's brand promise, it gave 700 employees something to belong to. The Non-Cooperation Movement turned what could have been a corporate values exercise into something people actually wanted to be part of.


For us, it was a reminder that the best internal communication doesn't talk to employees. It talks to the believer inside the employee. Get that right and you don't have to repeat the message. They start telling it for you.

Let's Connect

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We've been waiting
for a brief like yours.

We say that to everyone. We mean it every time.

Get in touch

Let's Connect

contact-bg

We've been waiting
for a brief like yours.

We say that to everyone. We mean it every time.

Get in touch

Let's Connect

contact-bg

We've been waiting
for a brief like yours.

We say that to everyone. We mean it every time.

Get in touch

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