Case study
Good 2 Great: an internal campaign launch evening for IDBI Federal Life employees
IDBI Federal Life Insurance wanted employees to take part in its culture campaign through shared activities. ICE India built a Mumbai gala around live sand art, a team painting that only made sense at the reveal, and a live band.
By ICE India · Updated
- Client
- IDBI Federal Life Insurance
- Event
- Employee campaign launch gala
- When
- One Friday evening
- Where
- Mumbai
- 150employees painting in teams of 10 to 12
- 90 minBig Picture painting session before the reveal
- 3layers carrying one message: sand art, team painting, live band
The brief
IDBI Federal Life Insurance had built a workplace culture campaign called Good 2 Great, with a simple goal: move every team from good performance to great. Leadership knew the usual launch, a presentation to a seated audience, reaches people's heads and goes no further. Within weeks a campaign launched that way fades into background noise.
The idea itself had two layers. Individual excellence matters, and organisational success needs teamwork. Words alone struggle to hold both at once, so the evening had to show employees what greatness looks like when individuals work toward a shared goal, and let them feel it for themselves.
What ICE India delivered
Concept and programme
A gala built from three elements, each carrying the Good 2 Great message from a different angle, sequenced over one Friday evening.
Live sand animation
Sand artist Manas Sahoo performed the campaign story on backlit glass, projected on large screens, forming the words Good 2 Great live.
Big Picture team building
150 employees in teams of 10 to 12, each painting one canvas section without knowing the final image.
Live entertainment
Rodney Entertainment, a popular Mumbai band, performed between programme segments and carried the evening into celebration.
Production and staging
Lighting, campaign branding and a stage designed for sand art visibility and the team activity, with AV sightlines from every position.
Catering and networking
Food and beverage service throughout, with open space for informal conversation between segments.
Opening with live sand animation
Employees arrived at the Mumbai venue on a Friday evening to a room lit to feel special, with campaign branding visible but not overwhelming. After brief welcome remarks the lights dimmed and Manas Sahoo took the stage.
Sand animation draws images in sand on a backlit glass surface, projected on large screens so the whole room watches the hands at work. Manas told the campaign story live: individuals working separately, then coming together. The sand formed the words Good 2 Great before turning into collaborative images. The medium suited the message. The images appear and disappear, so employees watched change happen in real time.
Big Picture, the team activity at the centre
The core activity divided 150 employees into teams of 10 to 12. Each team received a canvas and painting supplies, and different instructions for its own section. No team knew what it was creating. Each worked on its piece alone, and the early mood was a mix of confusion and curiosity.
For 90 minutes the venue was busy with paint, conversation and laughter whenever a team made a mistake. Staff then collected the canvases and assembled them on a large wall. As employees gathered to guess the final image, the separate sections joined into one picture of diverse people reaching toward shared goals.
The exercise mirrors working life: individuals concentrate on their tasks without always seeing how those connect to company goals. At the reveal, confusion turned into understanding.
The reveal and the close
The reveal produced the evening's loudest applause. Employees photographed the artwork and looked for their own canvas section in it. Leadership used the moment: the CEO spoke briefly and tied the exercise to the campaign, telling the room they had just experienced Good 2 Great and should now live it daily.
Rodney Entertainment then took the stage and moved the mood from reflective to celebratory. Music and conversation carried on, with teams comparing their painting experiences over food and drinks, and closing remarks restated the Good 2 Great vision.
Why the format worked
- Experience before presentation
- Employees took part in collaboration through Big Picture instead of hearing about it, so the activity became the message.
- One message, several channels
- Sand art told the story visually, painting demonstrated it by hand, the band showed teamwork in music and the leadership speech tied them together.
- Production that signalled intent
- Established talent and a properly lit, branded venue told employees the campaign was a serious investment.
- Positive association
- Art, collaboration, music and celebration linked Good 2 Great with enjoyment rather than obligation.
ICE India also runs award ceremonies for staff, and the licences guide covers the permissions for live music in Mumbai.
I've had the pleasure of working with ICE India on multiple events in the past 5 years. Mufaddal gives a special touch to every event with his innovative ideas, personalized service and kickass execution! The ICE India team is easily accessible and attentive to our needs. I've found them to be very organized, creative and thoughtful of all aspects leading up to the event and the event day itself. Mufaddal gets personally involved in all matters from ideation to execution and uses his experience to execute all events seamlessly and always has a "plan B" in place for any potential issues. They have a good vendor partner group and have been able to accommodate all event planning seamlessly, exceeding our expectations every time. I would highly recommend ICE India for event planning and have referred them to other companies in my contact sphere.
The acronym ICE stands for Impressive, Capable, and Efficient. It was so calm and well-managed that they were able to handle the whole event from scratch. The company is experienced in handling things such as negotiations, customisation, and creativity. Our event was managed by ICE India in such a way that our client was unstoppable in appreciating it. It is Mufaddal who is the backbone of ICE India and he has a wonderful team to support him in managing any event. We had a great time working with ICE India, and I am sure they will go far in this industry. A big thank you to the team at ICE India.
Dear Mufaddal & ICE team,
I wanted to take a moment to express my sincere appreciation for the amazing job you did in organizing our all-company offsite in Goa. From start to finish, it was a seamless and enjoyable experience. Your team was a pleasure to work with, and I was thoroughly impressed by their professionalism, attention to detail, and willingness to go above and beyond.
Mufaddal, throughout the planning stages, you were incredibly responsive and proactive in addressing any questions or concerns we had. You provided us with valuable insights and recommendations that helped us create a customized program that perfectly met our needs for a good balance between team building, local experiences and fun.
During the event, your team was exceptional in their coordination and execution. They were always available to help and ensure everything was running smoothly. I appreciate you being there to supervise everything and act as a point of contact throughout the event, going out of your way to accommodate any last-minute needs or changes. Your personal involvement really helped us deliver a memorable and meaningful offsite.
Overall, I am thrilled with the experience your team provided us.
Questions this event answers
What is sand animation and why use it at a corporate event?
Sand animation is live performance art in which an artist draws flowing images in sand on a backlit glass surface, projected on screens for the audience. It suits campaign launches because the artist can tell a brand story visually, and because the images appear and disappear, it carries a natural sense of transformation.
How does the Big Picture activity work?
A large group is divided into small teams. Each team paints one canvas section from its own instructions and does not see the whole design. When the canvases are assembled they form one image. At this event 150 employees took part in teams of 10 to 12, painting for 90 minutes before the reveal.
How do you build team building into a campaign launch?
Make the activity demonstrate the campaign message instead of sitting beside it. For a campaign about collaboration, employees experience the idea first, and the speeches that follow have something shared to refer to.
What entertainment suits an employee gala in Mumbai?
A mix that keeps the message in view: interactive artists such as sand animation, a live band between segments and space for conversation. See event management for how ICE India plans corporate evenings.
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Services used: Corporate Experiences & Events