4,485
PARTICIPANTS
Out of 4,640 invited — 97% participation, the highest the town hall had recorded.
FMCGTown HallTug-of-war
Tug-of-war live engagement for 4,500 employees.
An Indian FMCG company runs an annual all-hands moment that gathers 4,500 employees across functions — sales, R&D, supply chain, marketing, leadership. The 2024 town hall needed an engagement moment that brought the whole company into the same physical experience for ten minutes. The brief: a virtual tug-of-war.
The brief
What FMCG town hall asked for.
The HR team had run the same town-hall format for four years. Engagement was solid but stable — they wanted to spike it. The 2024 brief asked for one engagement moment that required participation, not just listening.
The constraint: it had to work for 4,500 employees, distributed across regional offices and remote workers, and the moment had to feel collective rather than individual. The leadership team's first reference was "a stadium-scale wave." We countered with "a tug-of-war."
The build
How we engineered the answer.
We built a real-time tug-of-war running on Zlicc Pulse. Audience split into two teams (red and blue) along functional lines — sales vs. supply chain, marketing vs. R&D, leadership ungrouped. Every employee scanned a QR to join their team and tapped repeatedly to pull the rope.
The big screen showed a live rope visualisation moving in real time as taps came in. Decibel from each regional office added a multiplier. The crowd dynamics produced exactly the collective participation the brief asked for — within 90 seconds, employees were standing, shouting, coordinating taps with their team mates.
The room
What happened on the day.
The tug-of-war ran for 8 minutes. By minute three, every regional office was visibly engaged — we could see the per-region tap rate climbing. The marketing team won by a small margin. The CEO walked across the stage to award a victory cup that had been added to the run-of-show only that morning.
The employee-engagement survey three weeks later showed the highest-ever score for the town hall format. The HR team has since briefed us on the 2025 edition.
Team formation
Live tug-of-war
Victory moment
The outcome
What it produced.
The metrics that mattered to FMCG town hall — and what they meant inside the broader engagement.
97%
JOIN RATE
Employees who actively participated, not just attended.
8 mins
LIVE TUG
Continuous active participation, full audience engaged throughout.
Highest-ever
ENGAGEMENT SCORE
Post-event survey beat all four prior town halls on the engagement question.
More work
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