TVS Credit’s Brand Blitz With The E.P.I.C. Challenge & Campus Ambassadors

0 min read

TVS Credit sought to solidify its position as a top-tier brand among India's college demographic, shifting its perception from a pure financial services provider to a hub for Technology, Innovation, and Strategy. The goal was pure brand visibility, employer branding, and market penetration, not immediate hiring.

For this, Unstop conceptualized and launched TVS Credit E.P.I.C. Challenge (Enrich, Perform, Innovate, Challenge), a multi-track national campus competition structured around four distinct engagement programs (Season 7) & a Campus Ambassador Program. The competition, since its conception in 2019, has evolved with the needs of the organization and its primary goals.

Just like the previous seasons, Unstop provided the end-to-end conceptualization, technological platform, and promotional firepower necessary to launch a high-impact campaign that delivered 1,35,032 registrations and generated over 25.7 lakh (2.57 million) impressions, successfully transforming TVS Credit’s campus footprint. Not just that, the brand also successfully boosted engagement on their social media handles, leading to increased followership across TVS Credit's Facebook, Instagram, LinkedIn, and Twitter.

​​The Challenge: Shifting Brand Perception & Achieving Mass Awareness

TVS Credit faced the common challenge of many large-scale organizations: breaking through the noise on campus and positioning itself to attract diverse talent across IT, Finance, and Strategy.

• Objective: The primary agenda was employer branding and establishing a strong recall as a tech-first BSFI employer.
• Need for Diversity: The campaign required multiple, specialized entry points to appeal to students across various domains, including IT, Analytics, Strategy, Finance, and Brand Advocacy.
• On-Ground Presence: TVS Credit required a robust, managed strategy to ensure physical brand presence and continuous, authentic engagement within target campuses beyond just digital channels.
• Scale of Outreach: To succeed in a branding-only campaign, TVS Credit required a massive volume of engagements to penetrate the entire student community effectively.

The Epic End-to-End Employer Branding Solution & Campus Ambassador Program

Unstop provided a full-service solution, managing the entire lifecycle of the TVS Credit E.P.I.C. Challenge. This included the conceptualization and complete execution of four simultaneous, distinct competition tracks on a single, unified platform, ensuring maximum reach and quality engagement. 

1. Unstop’s Epic Unified Technology Platform

Unstop deployed a dedicated TVS credit company page and a microsite for every track that served as the single hub for the entire campaign. This included the landing page, seamless registration for 1.35 lakh candidates, and a robust submissions system for the multi-track case challenges.

2. Multi-track Design & Execution

The entire campaign ran on Unstop's platform, providing smooth registration, submission, and automated scoring across all four tracks:

3. The Brand Champions - Campus Ambassadors Program

The four tracks helped assess participants’ knowledge and expertise in four separate niches. But it was the Campus Ambassador Program that took TVS Credit’s goal of brand advocacy and employer branding to the next level. The 100+ ambassadors helped elevate the brand’s on-ground presence and made it a brand to remember throughout their respective campuses. 

4. Continuous Engagement & Grand Execution Support

• Branded Online Launch: The campaign kicked off with a Branded Online Launch Premiere, creating immediate excitement and positioning E.P.I.C. as a marquee event.
• Engagement Activities: Masterclasses and webinars were hosted for all tracks, ensuring sustained candidate engagement and knowledge transfer throughout the campaign duration.
• Virtual Grand Finale: The final stage, a virtual felicitation event for winners and finalists, was fully organized and executed by Unstop, providing a polished, high-production capstone event.
• Helpdesk: A dedicated Helpdesk (Email Support) was provided for the complete campaign period, allowing the TVS Credit team to focus solely on the strategic oversight.

5. Maximum Promotional Amplification

The campaign’s success was driven by extensive, sustained promotion, maximizing TVS Credit's reach:

• Creative Collaterals: Unstop conceptualized and designed over 75 professional collaterals (stills for promotion and the Virtual Grand Finale), ensuring visual consistency and maximum appeal across all digital channels.
• Innovation Treasure Hunt: A unique Treasure Hunt was conceptualized around the theme of innovation, further reinforcing TVS Credit's desired market position. The hints for the treasure hunt were hidden in the brand’s social pages and website, making for a beautiful, immersive experience for participants.
• Campus Ambassador Activities: The CAs shortlisted for the season were provided tasks ideated with the Unstop team to ensure engagement and elevate event promotion throughout the season.

Multi-Stage Competition Flow Maximized for Impact

Every track in the E.P.I.C. ecosystem followed a tiered process designed for the highest branding and engagement impact:

• Stage 1: Innovation Treasure Hunt: A unique, non-eliminator round conceptualized and designed by Unstop. 
• This creative activity, with hints dropped on TVS Credit's social media, generated immense buzz and garnered countless followers.
• Those who performed exceptionally well in this round were allowed to skip the subsequent MCQ assessment, raising the stakes and fostering a sense of exclusivity.
• Stage 2: Domain-Specific MCQ Assessment: Next was the mandatory online assessment round with customized questions for each domain (IT, Finance, etc.). 
• It aimed at testing the foundational/technical knowledge of all candidates before engagement activities.
• With Unstop’s AI features, the candidates were provided with auto-generated scores, ensuring fairness across the tracks.
• The integrity of the assessments was further ensured with our robust proctoring solutions.
• Stage 3: Case Study Submission: This was the core round where teams tackled real-world business problem statements. 
• The platform supported multiple case submissions for each track, promoting deep, sustained engagement with TVS Credit's business challenges.
• All the submissions were then evaluated, and the winners were facilitated in the grand finale.
• Unstop’s smart automation and applicant tracking system ensured that complete candidate progress was tracked, documented, and organized into a single dashboard to give the TVS Credit team the analytic view they needed at every stage.

The Epic Campus Ambassador Program 

The Campus Ambassador (CA) program was key to translating digital impressions into authentic, on-ground brand presence. Unstop executed this program end-to-end:

• Strategic Sourcing: Unstop sourced and onboarded 100+ high-potential Campus Ambassadors from the top target colleges across India, ensuring campus penetration.
• Physical Collateral Management: Unstop managed the ideation and designing of physical collaterals (custom-designed standees, posters, and banners) to CAs, guaranteeing TVS Credit had a high-visibility, physical presence at key campus touchpoints.
• Task Management & Reporting: Unstop conceptualized and managed the array of tasks CAs performed throughout the challenge duration (e.g., social media amplification, event organization, peer-to-peer promotion).
• The activities were tailored to align with TVS Credit’s deep employer branding and recall goals.
• All submissions were seamlessly taken on the Unstop platform to ensure a smooth experience for all stakeholders.
• Merchandise Logistics: Unstop also supported the logistics of the branded merchandise sent out to the Campus Ambassadors throughout the program duration.

The Impact: Unprecedented Brand Penetration & Recall

The partnership delivered massive, measurable branding results, positioning TVS Credit as a formidable and innovative brand in the student community. (The fact that the challenge is in its 7th season is a testament to this.)

The TVS Credit E.P.I.C. Challenge serves as a powerful example of how Unstop translates a branding-only goal into a measurable, large-scale engagement success through comprehensive digital, creative, and on-ground execution.

Script Your Own Branding & Engagement Success Story

Unstop and TVS Credit scripted a new language of talent sourcing success. If you're looking to revolutionize your hiring and branding strategies at scale, reach out to coffee@unstop.com.