NTPC Ltd. provides a gamified idea generation tool – ‘Brain Ticklers’ to facilitate innovative ideas from Gen-Y Employees. An online initiative where employees conceptualize their ideas/suggestions. The idea is then endorsed by others who can comment, contribute to enhance the concept and add points to a particular idea they support. When that idea gets implemented, all the investors get rewarded. This encourages everyone to participate and a culture of collective innovation and creativity kicks off. As all ideas are tracked and collected in one place it serves as a great tool as against the traditional brainstorming sessions.