Working on a global branding

Before 2005, HCL Technologies had largely focused on product based advertising, given the dominating nature of its enterprise business. In January 2005, they began working on a global branding initiative with an objective to unify the global enterprise and connect with all stakeholders. That was when they launched the ‘Fearless’ campaign – a print-led TV campaign, which brought out the core HCL values of Guts, Courage and Passion. A year later, HCL entered the second phase that was the ‘Talking Numbers’ campaign, 0 and 1 (the binary digits) were taken as HCL’s brand ambassadors. This is currently the third phase of the advertising strategy for HCL, ‘Touch Technology’ where the brand communication has a single thread – HCL expressing technology in many different ways. Says Sanjeev Bhargava, COO, Draft FCB Ulka (agency handling the HCL account), “The tone of this ad highlights HCL’s core strength which comprises the combination of over three decades of pioneering technology and the freshness of its outlook personified by the young HCL employee.” From a fuddy duddy image to an energised technology giant hurtling with speed and connecting with the global Indian, HCL has indeed begun to touch lives, at least the 30-second variety.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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