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Swetha Kannan

Brand engagement as a concept is a new vertical in India and has huge potential.

Bangalore April 17 Brand design firm Ray + Keshavan is looking to entice IT companies burdened by attrition with a new offering - that of brand engagement.

Brand engagement involves communicating the values of the brand to employees and making them `brand apostles' who are passionate about the brand they work for.

To Make a big difference

Ms Meeta Malhotra, Director, Ray + Keshavan, said: "With the IT industry facing much talent crunch due to attrition, brands can make a big difference.

"The objective of brand engagement is to turn passive employees into brand champions - through a module containing workshops and interactive programmes and taking cognisance of employee feedback."

For this, Ray + Keshavan will tap its association with WPP firm Enterprise IG, which specialises in brand engagement. Enterprise IG recently picked up 51 per cent stake in the company.

Talks are on with a Bangalore-based IT company to work on brand engagement to curb attrition.

Every IT company is a potential target, according to Ms Sujata Keshavan, Managing Director.

Brand engagement as a concept is a new vertical in India.

There is a big market waiting to be tapped, she said.

Plans are on to offer this as an integral part of brand-building services, which includes consultancy in design and brand strategy.

Currently, Ray + Keshavan is working on a brand revamp exercise with J&K Bank and Canara Bank.

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