Driving System Upgradation with Communication Strategies

Manufacturing transformation is not only a technology transition. It is a people transition.

At Hindustan Unilever’s manufacturing unit in Silvassa, India, a shift towards a more automated way of manufacturing was underway, bringing new technologies, processes and ways of working to teams with different responsibilities, priorities and levels of involvement.

Using The Thought Pentagon, we applied Identity Alignment to make every team feel part of the same journey, and Cognitive Reframing to visualize the transformation as a puzzle, where each team, technology and process is a piece that only completes the picture when aligned.

At the heart of the campaign was one missing piece, a visual representation of the transformation that was still underway.

The missing piece wasn’t simply something that was absent. It represented the much needed change that would complete the picture.