British Council – New Delhi

Case Study:
Embedding Culture and Values at the British Council’s Shared Service Centre in New Delhi

 

Introduction

At Bridge, we pride ourselves on helping organisations bring their values to life through meaningful cultural transformations. We were thrilled to collaborate with the British Council at their 700-person shared service centre in New Delhi, India. This vital facility provides technical and advisory support to the British Council globally, and our mission was to align its culture with the organisation’s values while enhancing employee engagement and customer experience.

The Challenge

The British Council’s shared service centre required a unified framework to integrate its global values into everyday operations while fostering a strong internal culture. The objective was to build a deeper connection between the services provided, the team’s identity, and the organisation’s mission.

Our Approach

Engagement Through Focus Groups

To begin, we conducted a series of focus groups and consultations with employees across the shared service centre. These sessions were invaluable in understanding how the team perceived the current culture, their roles, and the organisation’s values. Insights from these discussions provided the foundation for the transformation strategy.

The Hero Campaign

Inspired by the concept of Marvel heroes, we developed the “Hero Campaign” as the centrepiece of the transformation. This campaign served to:

• • Clearly define the services provided by the shared service centre.
  • Celebrate and strengthen the internal culture.
  • Merge these elements to create a more unified and engaging employee and customer experience.

Interactive Learning and Engagement Activities

We designed creative, interactive learning opportunities to help the team embrace and embody the British Council’s values. These included workshops, team exercises, and engaging role-specific initiatives aimed at making the values both tangible and actionable.

Ambassadors Programme

To ensure the sustainability of the transformation, we launched a branded Employee Ambassadors programme. These ambassadors were trained to champion the new culture, reinforce the campaign’s message, and act as role models for their colleagues.

The Journey

Over six months, we made several on-site visits to work closely with the team in New Delhi. These visits were crucial in building trust, refining the campaign, and ensuring the transformation strategy resonated with employees at all levels.

The Outcomes

• Stronger Employee Engagement: Employees gained a clearer understanding of their roles, the shared service centre’s purpose, and how these align with the British Council’s global mission.

 

• A Cohesive Internal Culture: The Hero Campaign created a sense of pride, ownership, and unity within the team, empowering them to deliver exceptional service.

 

• Sustainable Impact: The Employee Ambassadors programme and engagement activities provided a framework for ongoing cultural alignment and growth.

Conclusion

At Bridge, we believe that meaningful transformations come from collaboration, creativity, and a deep understanding of people. The Hero Campaign stands as a testament to how organisations can bring their values to life and empower their teams to deliver their best work. We are proud to have partnered with the British Council to create a vibrant, values-driven culture that continues to make a global impact.