Mastek an IT solutions company wanted to build its employer brand in the campus , it suffered a low brand recall. Mastek is a global IT solutions company with a unique people culture and high social conscience. We needed to communicate this brand message at the campus. The traditional route would be sponsorships of campus events but there fear was getting lost in the noise.
Project Deep Blue was designed as a campus contest which would connect social sector , students , employees and the brand Mastek. Students had to solve real problems of the social sector through IT solutions. The students would be mentored by Mastek employees. The project was not superficial and needed 4 months of intense interaction and working as a team.
Through the process of participating in Project deep Blue students experienced 1. The unique people culture of Mastek as they interacted with Mastek mentors 2. They gained real life experience of solving social sector problems 3. They were exposed to subjects like design thinking and building IT solutions from experts at Mastek.
The result was that in the 4th edition of Project Deep Blue over 800 student teams participated in the contest ,a strong brand recall as a socially conscious organisation and a IT solutions company has been built at the campus and most important the unique people culture was experienced by the students in interaction with mentors. Mastek mentors too gained by engaging and learning from fresh out of the box thinking of students. The social sector gained with out of the box IT solutions developed by the young students. Mastek gained by instantly recruiting the best talent.
The outcomes of Project Deep blue indicate that is possible to align Brand purpose with CSR . I am of the opinion that in the digital world telling Brand stories around CSR would help build Brand Trust and align CSR with business. What are your thoughts ?
Check out the video of contestant feedback on Project Deep Blue https://www.youtube.com/watch?v=tyulIb_3ID0&list=PLWpXLvyorqav3B0O21rHTHUDj0YNmrVmm