Texas Instruments has a long-standing engineering presence in India, with the subcontinent contributing to some of the company's most important analog and embedded products used across the world. As Texas Instruments grew its presence in the region, strengthening communications around its culture and the career opportunities it offered engineers became a key priority for attracting and retaining great talent.
Globally, Texas Instruments had a successful IP - a series called “I Am a TIer” that highlighted its people and culture through videos featuring employees and the solutions they were shaping. The series had gained traction in Europe and USA with stories which reflected how the company worked in these regions.
For the India region, the opportunity was to craft people-first stories that felt true to its engineering culture and aligned with the company’s global identity.
In partnership with The Practice, Texas Instruments’ communications agency in India, we shaped the India leg of the “I am a TIer” series, blending the local context, talent insights and brand nuances.
Our video narratives were crafted to resonate with the audience: people within the company and potential employees. Each video focused on the things that shaped the individual’s engineering career and experience at Texas Instruments India.
Our process began with in-depth conversations with select employees, which uncovered clear thematic anchors:
- What first led them to engineering
- The problems they solve at Texas Instruments
- The learning and mentorship that shape their growth
- The impact they are creating and the pride they take in it
These insights were woven into authentic videos in which employees shared not just what they did, but why their work mattered.
Every video retained the brand’s global “I am a TIer” sign-off, in-line with the global IP.