In order to build a distinct identity given the specialised nature of the program, Fountainhead Digital MKTG and the Talent Staffing & Employee Engagement Team of the Aditya Birla Group, embarked on a journey of exploration into the key motivators of the audience and the message that would resonate the most (among all the various benefits and offerings that the program promises). The key element which stood out in this was ‘leadership, and leadership of leaders’. In order to convey this, Fountainhead Digital MKTG designed the identity and message – ‘Manufacturing Leaders’. The renewed identity conveyed that the program is meant for manufacturing leaders and builds business leadership through the process of manufacturing. The identity was then taken to a global campaign, which further substantiated the brand promise with the focus on ‘Get there faster’. The renewed identity and campaign resulted in the most successful number of applications ever seen in the program, and laid the foundation for sustenance in recruiting top manufacturing talent.