The Hindu Business Line : Adrenalin to pep up workplaces

ARE Yesudas, Elton John and Sachin Tendulkar working or playing? Both, and they enjoy doing it, says Mr V. Balaraman, CEO, Empower Works Ltd. One's full potential will be realised only if one enjoys one's work.

So what is the potential at which one is working? Though most companies would like their employees to be working at 100 per cent, it is likely to be only 40 or 50 per cent. It is on this platform that Empower has conceptualised its human resources software tool, Adrenalin, Mr Balaraman said.

J. Walter Thompson's recent campaign for the launch of Adrenalin targeted CEOs and business leaders and was woven around the concept of the " Language of Leaders'' using Kinesics, the science of body language as a lead in.

The campaign, Ms Anita Gupta, General Manager, J. Walter Thompson (JWT), said highlighted the fact that leaders motivated people through body language. In the same way Adrenalin, as a software tool, enabled the transformation of the workplace in terms of greater employee productivity and a measurable contribution to the top and bottom line.

Great leaders are able to motivate their teams, make them rally round and achieve their goals. This is evident not just in the corporate world but also in other fields such as sports and in war, Mr Balaraman said. The confidence, energy and optimism of great leaders are contagious, he said.

Ms Gupta said that JWT bagged the Adrenalin account against stiff competition from other national agencies. Mr V. Balaraman said that "IT branding marketing is relatively new to all ad agencies both in India and overseas. We decided to award the business to JWT because of their commitment to our mission."

JWT has partnered with Empower Works since its inception and participated in all its branding, advertising, and direct marketing programmes, Ms Gupta said.

In the first phase, JWT's challenge was to launch the brand in a targeted fashion with business leaders in Indian industry who often make buying decisions for strategic software investments within their company.

Empower Works wished to leverage their domain expertise in strategic human resources and its experience with IT-projects in this domain.

Ms Gupta said that for the launch, JWT worked on specific multi-channel communication programmes targeted at the decision-makers in companies.

Using strategic insights into the way leaders think and recognising those business concerns that can be addressed by Adrenalin, JWT has executed a marketing communication programme combining direct marketing, events and road shows, alliances and advertising support to sales.

Recently, JWT decided to deploy Adrenalin for its employees across the country. Some of the other companies that have recently deployed Adrenalin are Royal Sundaram, Mahyco, AC Nielsen, Symrise India, and Dr Reddy's Labs.

Empower Works Ltd, a part of the Chennai-based Polaris Software Labs, developed Adrenalin, a Web-based business software in human resources, employee process automation and analytics to help companies derive competitive advantage from greater productivity, align individual performance to business vision, goals and cut costs across employee process, human resource administration and communication.

Adrenalin has modules like eRecruitment, Performance and Talent Management Systems, Project and Resource Planning Systems, Training and Development and was developed with IPR generated in Polaris USA. The cost would vary from client to client, Mr Balaraman said.

Empower Works is headquartered in Chennai, and has offices in Dubai, Frankfurt, New Delhi, New Jersey, Toronto, London, Mumbai, Singapore and Tokyo.

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