Driving Participation and Credibility for ABECA 2025
Client
AmbitionBox
Year
2025
AmbitionBox set out to build strong awareness for ABECA among both employees and HR professionals. The challenge was twofold: establish the awards as credible and worth paying attention to, while also motivating employees to actively rate and review their companies on the platform.
We built a multi-channel campaign designed to inform, engage, and drive action.
Social-first creatives blended information with entertainment, ensuring the campaign stayed engaging while clearly communicating the value of participation.
To establish credibility at scale, ABECA was launched through a high-impact print ad in The Economic Times, positioning it as a serious and authoritative industry initiative.
Targeted B2B emailers were rolled out to directly reach HR professionals and working audiences, encouraging participation and nudging employees to share their workplace experiences.
A mix of shoot-based and motion graphic digital films simplified the concept of ABECA, making it easy to understand and relevant across audience segments.
The campaign drove both scale and engagement:
Reviews grew from 15 lakh in 2024 to 19 lakh in 2025
27 percent increase in employee participation and engagement
Year
Scope of Work
The results were hard to miss.
15,000+ pre-registrations
5,000 people across queues
3,300 served on Day 1
Zero escalations
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David Kim
CTO of KYMA
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