Behaviour Matters – Turning
Principles into Practice
Brand
Year
Team / Unit
Tags
Infosys
2025
ID8NXT
Internal Communication, culture design, Behavioural Campaign, Change enablement
CHALLENGE
Infosys, a global technology and consulting company, has defined 12 core workplace behaviours to guide how employees collaborate, communicate, and make decisions across the organisation. The challenge was driving consistent adoption across 200,000+ employees across different geographies and hierarchies. This required an internal branding campaign that encouraged employees to live their values naturally, consistently, and with pride.
STRATEGY / BIG IDEA
For this HR communication campaign, I proposed the idea of “Behaviour Matters,” which transformed what could have been an HR policy into a purpose-driven mindset. To drive this corporate culture transformation, our strategy was to implement a modular employee engagement strategy that could integrate into daily workflows through emails, internal platforms, and leadership communication.
EXECUTION
My team and I designed a complete creative system for our campaign “Behaviour Matters”, which included multi-format templates for HR and L&D use across geographies, animated and static EDMs, internal banners, and video stories. We designed check-in guides and templates to enable leadership to reinforce workplace behaviours across the organisation. Every asset within this employee engagement strategy was designed for easy adoption across departments and regions.
OUTCOME
The internal branding campaign reached over 200,000 employees across India, creating a unified approach to behavioural communication across the organisation. This strategy resulted in a measurable shift toward leadership-driven culture adoption, turning defined values into consistent, on-ground behaviour.