01 / Engagement Construct
A three-party partnership with clear roles.
LinkedIn India brings the strategy and the data. peopleAtom brings the team, the production and the publishing rhythm. DICV brings access, approvals and the brand.
LinkedIn India Talent Solutions serves as the strategic and insights consultant. LinkedIn brings talent-pool data, content performance benchmarks against the manufacturing and automotive sector, platform-side optimization guidance and the broader employer brand framework. LinkedIn also holds the primary commercial relationship with DICV.
peopleAtom serves as the execution and content partner. We own the editorial calendar, production, post-production, publishing, community management and reporting. We work in close consultation with LinkedIn India on strategy and with DICV's nominated single point of contact on day-to-day execution.
DICV holds final approval authority on all published content and provides on-camera leadership access, plant access and brand asset governance.
02 / Annual Outputs at a Glance
What gets built in twelve months.
156
Posts on the DICV company page (3 per week)
84
Videos produced and shipped (7 per month)
192
Leadership amplification posts (4 executives)
7
Shoot days at Oragadam plant and DICV HQ
03 / Deliverables
What peopleAtom owns end to end.
Strategy and editorial planning
- Quarterly content calendar developed in consultation with LinkedIn India insights
- Five-pillar content architecture mapped to DICV's talent acquisition priorities
- Persona mapping across campus hires, lateral engineers, plant operators, dealer network and leadership lateral
- Editorial principles document covering tone, voice, do-not-say list and escalation matrix
- Annual planning workshop, one full day, conducted in Chennai
Content production at volume
Posting cadence: 3 posts per week on the DICV company page, totaling approximately 156 posts annually.
Format mix per month:
- 7 video posts: a combination of 60 to 90 second long-form, 30 second short vertical and reels-style edits
- 3 carousel posts of 5 to 8 slides each
- 2 single-image posts with long copy
- 1 document or text-led post
Production calendar
Seven shoot days per year, organized as four quarterly windows at the Oragadam plant and DICV HQ. Q1 shoot is two days; Q2 is one and a half; Q3 is two days timed to bank year-end recap and Republic Day content; Q4 is one and a half. One annual leadership studio shoot bundled within the seven days.
- 4K cinema camera package, two-camera setup, dedicated sound, lighting and gimbal
- Drone capture where permitted
- Multi-format capture in every shoot: long-form interview, short vertical, B-roll and stills
Post-production
- Editing across all video formats with brand-compliant motion graphics, lower thirds and end cards
- Subtitling in English and Tamil for all video content
- Two rounds of revision per asset built into scope
- Color grading, sound design and mastering to LinkedIn native specifications
- All carousels and graphics designed (not templated), in DICV's brand system
Leadership amplification
- Personal LinkedIn ghostwriting for up to four DICV executives
- Four posts per executive per month, approximately 192 leadership posts per year
- Profile optimization for participating executives
- Personal-page calendar synchronized with company-page calendar
Publishing and community management
- Native LinkedIn scheduler or DICV-preferred third-party tool
- First-hour engagement seeding within 60 minutes of every post during business hours
- Comment moderation and escalation flagging
- DM triage on the company page
- Community management across the first 24 hours of every post
Measurement and reporting
- Monthly performance dashboard covering reach, engagement rate, follower growth, demographic split, video completion and dwell time
- Quarterly business review with LinkedIn India and DICV leadership
- A/B testing log covering format, hook, posting time and call to action
- Talent funnel attribution where DICV's ATS supports pixel or UTM tracking
- Annual employer brand health report
04 / Operating Cadence
How we run the engagement.
| Cadence | Forum | Duration | Attendees |
|---|---|---|---|
| Weekly | Status note (async, every Friday) | Async | DICV SPOC + LinkedIn India |
| Bi-weekly | Content review call | 45 minutes | DICV SPOC + Joseph + LinkedIn India lead |
| Monthly | Performance dashboard review | 60 minutes | DICV SPOC + peopleAtom + LinkedIn India |
| Quarterly | Business review at Oragadam | Half day | DICV CHRO + Joseph + LinkedIn India lead |
| Annually | Planning workshop, brand health report | Full day | Full leadership across three parties |
Approval workflow follows a 48-hour SLA with a documented auto-approve clause to prevent calendar slippage.
05 / Out of Scope
What sits outside the retainer.
The following are available as optional add-ons rather than included in the base scope:
- Paid LinkedIn media spend: peopleAtom can manage; DICV funds the media budget separately
- Performance recruitment campaigns
- Content for non-LinkedIn channels including Instagram, YouTube long-form and internal comms films
- Crisis communications response
- Translation beyond English and Tamil
- Influencer or creator partnerships
- Photography for annual reports or print collateral
06 / Why peopleAtom
Five reasons we are the right fit.
Operating posture
We treat employer branding as a 12 to 36 month compounding investment, not a project-by-project bill. Our pricing structure reflects that horizon.
Chennai on-ground
Account team, production crew, post-production capability and community management all operate from Chennai. There are no travel days billed for plant shoots at Oragadam.
Founder-led account governance
Joseph (founder) is the named relationship lead. Benjamin Mathew (co-founder) serves as the single point of contact for delivery. Both are accountable for outcomes.
LinkedIn-native content philosophy
We build for LinkedIn-native consumption from the brief stage. We do not repurpose television commercial cuts and call them social.
Manufacturing-respectful execution
We understand the realities of OEM content production: shop floor IP exposure, union-context content choices, slow-clearance approval cycles and the conservative cultural expectations of legacy manufacturing brands.
07 / Contract Structure
Recommended commercial terms.
- Term: 3-year master agreement with annual statement of work confirmation
- Pricing: Annual retainer, billed monthly in advance
- Payment terms: Net 30 from invoice date
- Exclusivity: peopleAtom will not engage any competing Indian commercial vehicle OEM (Tata Motors CV, Ashok Leyland, VECV, Mahindra Truck and Bus) for the duration of the contract
- Exit: 90-day notice from either side after Year 1
- IP: All produced content owned by DICV. peopleAtom retains the right to use anonymized case study after a 12-month embargo, subject to DICV approval
02 / Month One
July 2026: Establishing the rhythm.
The first month does three things: re-establishes posting cadence, completes the Q1 shoot to bank August and September content, and proves the operating rhythm with all three partners.
Month 1 objectives
- Establish posting cadence and prove the operating rhythm with LinkedIn India and DICV
- Complete the Q1 shoot to bank content for August and September
- Run the first bi-monthly review with both partners
- Set baseline metrics for the 12-month measurement framework
- Onboard four leadership voices to the personal-page program
Month 1 calendar
| Date | Day | Format | Theme | Content |
|---|---|---|---|---|
| Jul 1 | Mon | Single image + long copy | Identity | "What we build, who builds it" leadership note from MD |
| Jul 3 | Wed | Carousel (7 slides) | Identity | DICV by the numbers: plants, people, products, dealer footprint |
| Jul 5 | Fri | Short vertical (45 sec) | People Stories | Day in the life: production engineer at Oragadam |
| Jul 8 | Mon | Long-form video (75 sec) | Engineering Excellence | "Inside the BharatBenz powertrain lab" |
| Jul 10 | Wed | Document post (PDF) | Engineering Excellence | Engineering hiring guide: what we look for in lateral hires |
| Jul 12 | Fri | Single image + quote | People Stories | Engineer testimonial: why I chose DICV |
| Jul 15 | Mon | Short vertical (30 sec) | Manufacturing Pride | "Behind the scenes: filming at the plant this week" |
| Jul 17 | Wed | Long-form video (90 sec) | Manufacturing Pride | Plant ambient cinematography reel |
| Jul 19 | Fri | Carousel (8 slides) | People Stories | "5 things we learned filming on the shop floor" |
| Jul 22 | Mon | Long-form video (75 sec) | People Stories | "Meet Priya: 12 years on the assembly line" |
| Jul 24 | Wed | Short vertical (45 sec) | Engineering Excellence | "What our apprentices say about their first 90 days" |
| Jul 26 | Fri | Single image + copy | Diversity | Women at the plant floor: milestone number |
| Jul 29 | Mon | Document post | Operating | Monthly recap and open roles |
| Jul 31 | Wed | Short vertical (45 sec) | Manufacturing Pride | "How we test a truck before it leaves the plant" |
Format breakdown for Month 1: 7 videos (4 short vertical, 3 long-form), 3 carousels, 2 single-image posts with copy and 2 document posts. Total 14 posts; light spillover into August acceptable as cadence stabilizes from Month 2.
Q1 shoot schedule
Two days at Oragadam, July 15 and July 16.
Day 1 — Tuesday July 15
| Time | Activity |
|---|---|
| 0700 | Crew arrival, equipment setup |
| 0830 | Plant ambient B-roll: assembly line, paint shop, dispatch yard |
| 1100 | Production engineer interview (1 of 3) |
| 1230 | Lunch break |
| 1330 | CHRO interview, long-form (cut into 6 deliverables across the year) |
| 1530 | Female engineer interview for diversity series |
| 1700 | Group dynamics: shift handover, team huddle |
| 1830 | Wrap |
Day 2 — Wednesday July 16
| Time | Activity |
|---|---|
| 0700 | Golden-hour exterior shots, plant entrance |
| 0830 | Apprentice and new joinee interview |
| 1030 | Dealer-network visitor B-roll if available |
| 1230 | Lunch break |
| 1330 | MD studio sit-down interview (cut into 8 leadership amplification posts) |
| 1600 | Buffer for additional interviews or B-roll |
| 1800 | Wrap |
Output banked from Q1 shoot
- 8 long-form interview cuts (60 to 90 seconds each)
- 16 short vertical clips (15 to 30 seconds each)
- 250+ B-roll shots usable across Q1 and Q2
- 100+ stills for single-image and carousel posts
- Annual MD master interview recorded for cuts across the year
Risk watch for Month 1
- Plant shoot permissions: Some assembly line areas may be off-limits for IP reasons. We will pre-walk the plant on Monday July 14 to confirm shot list before crew arrives.
- On-camera nerves: First-time interviewees often freeze. We allocate 90 minutes per interview to allow warm-up takes.
- Leadership availability: The Day 1 long-form CHRO interview and Day 2 MD studio sit-down are the most strategically important assets of the year. Backup slots reserved within the same shoot window.
- Approval delays: The kickoff meeting will lock the auto-approve SLA explicitly to protect Month 1 cadence.
03 / Twelve Months
Editorial calendar at 30,000 feet.
The 12-month story has one objective: position DICV as the most credible employer in Indian commercial vehicles for engineering, manufacturing and leadership talent. Every theme, format and post ladders back to that.
Five content pillars
30%
Engineering Excellence
The technical credibility play. Powertrain, telematics, R&D, IP stories.
25%
People Stories
Real humans on the floor, not stock photography. Engineers, apprentices, veterans.
20%
Manufacturing Pride
The Oragadam plant as a destination. Process, scale, craft.
15%
Leadership Voice
MD and CXOs as recognizable figures with a coherent point of view.
10%
Diversity, Sustainability, Community
The values layer. Women in manufacturing, EV roadmap, community impact.
Quarterly themes
Quarter 1 · July to September 2026
"Built by us"
July · Foundations and Identity
- Re-establish posting cadence
- Plant ambient cinematography reel
- Engineering hiring guide
- First wave of employee story videos
August · Independence and Identity
- Independence Day campaign: Made in India sequence
- Apprentice graduation series
- Engineering deep-dive: powertrain, telematics
September · Engineering and Innovation
- Engineers' Day campaign (Sep 15) as centerpiece
- 5-part series profiling engineers across functions
- Leadership interview on R&D direction
Quarter 2 · October to December 2026
"The road ahead"
October · Festivals and Family
- Festive employer brand: Dussehra and Diwali
- "Our DICV family" employee family features
- Aftermarket and service network spotlight
November · Growth and Recognition
- Annual performance and people stories
- Veterans hiring program if applicable
- Leadership panel video on industry trends
December · Year-End Reflection
- Year-in-review carousel campaign (data-driven)
- "What we shipped in 2026"
- Leadership predictions for 2027
Quarter 3 · January to March 2027
"Skill, scale, soul"
January · Fresh Starts and Hiring
- New Year talent push: open roles campaign
- Republic Day content: Manufacturing for the nation
- Skill development partnership stories
February · Women in Manufacturing
- International Women's Day month-long buildup
- Female engineer, plant operator, leader profiles
- Leadership commitment statements
March · Recognition and Awards
- IWD execution: hero campaign
- Long-service award stories: 10, 20, 25 year veterans
- FY closure leadership message
Quarter 4 · April to June 2027
"What's next"
April · New Cohort and New Year
- New financial year leadership note
- Campus hires arriving: induction content
- Earth Day content with sustainability authenticity
May · Skill and Safety
- Labour Day: tribute to plant-floor workforce
- Safety milestones and culture
- Mid-year leadership reflection posts
June · Looking Forward
- World Environment Day campaign
- Sustainability report visualization
- Year 1 wrap and Year 2 preview
Always-on series across the year
| Series | Cadence | Format | Pillar |
|---|---|---|---|
| Faces of DICV | 1 per week | Single image + 100 word quote, occasional short vertical | People Stories |
| Inside the Build | 2 per month | Short vertical or carousel | Manufacturing Pride |
| Engineer's Notebook | 2 per month | Document, carousel or 60-sec video | Engineering Excellence |
| From the Top | 1 per month per executive | Long-form post (ghostwritten) | Leadership Voice |
| DICV Numbers | 1 per month | Data carousel | Mixed |
| Long-Form Story Film | 1 per month | 75 to 90 second narrative video | Mixed |
Annual tentpole campaigns
Seven moments across the year get heavier production weight and pre-built creative:
- Independence Day (August): 7-day "Made in India" sequence, 2 hero videos
- Engineers' Day (September 15): 5-day engineer profile series + hero video
- Diwali (October or November): festive family content, low-text high-visual
- Year in Review (December): data-driven 10-slide carousel + 90-sec recap video
- Republic Day (January 26): nation-building manufacturing narrative
- International Women's Day (March 8): month-long campaign culminating in a hero film
- World Environment Day (June 5): sustainability authenticity, EV roadmap
Year 1 North Star
By June 2027, DICV's LinkedIn presence is recognized as a top-3 employer brand in Indian commercial vehicles, with 25 to 35% follower growth, 4 to 6% engagement rate, and four established leadership voices.
04 / Investment
A capacity-based partnership, priced for the long horizon.
Our pricing is built on capacity, not assets. DICV pays for a defined annual scope; inside that scope, the format mix can flex to what each month requires. Two options below: a 12-month engagement and a 36-month partnership at a preferred rate.
Two paths forward
Option A · 12 Months
Annual engagement
₹80L
/ year
Recommended
Option B · 36 Months
Long-term partnership
₹2.10Cr
total / 3 years
Option A · 12-month investment breakdown
| Component | Annual (₹) | Monthly (₹) |
|---|---|---|
| Strategy, Editorial Planning and Account Management | 12,00,000 | 1,00,000 |
| Content Production and Publishing 156 posts annually, including 84 videos, all carousels, copy, design, post-production |
38,00,000 | 3,16,667 |
| Quarterly Plant Shoots and Production 7 shoot days at Oragadam, including annual leadership studio shoot |
18,00,000 | 1,50,000 |
| Leadership Amplification Program 4 executives, ~192 ghostwritten posts annually |
6,00,000 | 50,000 |
| Measurement, Reporting and Annual Brand Health Report | 6,00,000 | 50,000 |
| Total annual investment | 80,00,000 | 6,66,667 |
Option B · 36-month investment breakdown (Year 1)
| Component | Annual (₹) | Monthly (₹) |
|---|---|---|
| Strategy, Editorial Planning and Account Management | 9,50,000 | 79,167 |
| Content Production and Publishing 156 posts annually, including 84 videos, all carousels, copy, design, post-production |
31,00,000 | 2,58,333 |
| Quarterly Plant Shoots and Production 7 shoot days at Oragadam, including annual leadership studio shoot |
15,00,000 | 1,25,000 |
| Leadership Amplification Program 4 executives, ~192 ghostwritten posts annually |
5,00,000 | 41,667 |
| Measurement, Reporting and Annual Brand Health Report | 4,50,000 | 37,500 |
| Total Year 1 investment | 65,00,000 | 5,41,667 |
3-year value comparison
| Scenario | 3-Year Total (₹) | Difference |
|---|---|---|
| Three back-to-back 1-year deals at ₹80L each (with ~6% annual repricing) | 2,54,72,000 | — |
| 3-year partnership locked rate | 2,10,00,000 | DICV saves ~₹44.72L |
Additional benefits in the 3-year option
- Category exclusivity: peopleAtom will not engage any competing Indian commercial vehicle OEM (Tata Motors CV, Ashok Leyland, VECV, Mahindra Truck and Bus) for the duration of the contract
- Dedicated named team: same account lead, strategist and content manager throughout, with replacement guarantees in case of attrition
- Production reserve: one bonus half-day shoot per year for unplanned needs, at no additional cost
- Founder advisory: Joseph joins one strategic call per quarter at the CHRO and MD level
- Year 2 and 3 scope flex: 10% of annual calendar capacity reserved for emerging priorities (new product launch, ESG reporting, leadership transitions)
- Brand campaign credit: One full-funnel brand campaign each year (concept to execution) at 50% of standard project cost
Optional add-ons
Available outside the retainer when required:
| Add-on | Estimated Cost (₹) | Notes |
|---|---|---|
| Additional half-day shoot | 1,75,000 | Includes crew + equipment |
| Additional full-day shoot | 3,00,000 | Standard quarterly shoot rate |
| Studio production for hero campaign | 5,00,000 to 8,00,000 | Per campaign, scope-dependent |
| LinkedIn paid media management | 15% of media spend | Minimum ₹50,000 per month |
| Performance recruitment campaign | Quoted per role | Targeted talent acquisition support |
| Crisis communications retainer | 1,50,000 per month | On standby, activate when needed |
| Translation: Hindi or other Indian languages | ₹5 per word | Per language, per asset |
| Annual report-grade photography | 4,00,000 to 6,00,000 | Coffee-table standard |
Payment terms
- Invoicing monthly in advance, on the 1st of each month
- Payment terms: Net 30
- All amounts exclusive of GST (18% applicable)
- TDS as per Indian regulations
- 3-year option: rate locked at signing; only the agreed indexation triggers in Year 2 and Year 3
- One quarter's notice for any scope changes within annual term
- 90-day exit notice from either side after Year 1 (3-year option only)
Recommendation
Choose Option B. Employer branding ROI is a 12 to 18 month curve; DICV will start seeing measurable talent funnel impact in Quarter 3 of Year 1. The 3-year option also unlocks category exclusivity, protecting DICV's investment from being diluted by us serving a competing OEM.
Next steps
- Joint walkthrough with LinkedIn India and DICV procurement and CHRO (1 hour, virtual or in-person)
- Master Services Agreement draft from peopleAtom side within 5 working days of verbal commit
- Statement of Work for Year 1 finalized within 10 working days
- Onboarding kickoff in last week of June 2026, go-live first week of July