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Brand HCL repositions; FCB Ulka creates new ad campaign

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Brand HCL repositions; FCB Ulka creates new ad campaign

After being in the business of technology for the past 38 years, HCL has entered into new business ventures: Talentcare (Education & Skill Development) and Healthcare. It is a big transition from being just a B2B (Business to Business) brand to being a more B2C (Business to Consumer) brand; hence, the need to refresh corporate communication so that it captures the transition towards tomorrow.

The challenge was to get out of the shadow of being just a technology name, and become a more caring brand without compromising the scale of being an international brand. Hence the strategy was to bring alive the humane face of HCL, through different stories that capture its core philosophy of touching people’s lives. The new campaign illustrates the journey of the brand through common people and their real emotions. The scale of the campaign that was shot across geographies in India, starting from the cold peaks of Manali to the wild rapids in Calicut, reflects the vision and the scale of the brand itself.

The creative journey

The film is based on the story of a set of characters who stand for various dimensions of the HCL philosophy and the new business areas that HCL has forayed into. You see shots of people who are on a journey or going to start a journey, and as it unfolds, it tells stories through each of the characters. Each story has a highlight moment that captures the brand essence and has attempted to craft all the stories in a simplistic yet beautiful manner. For example, there's a story of the young couple that focuses on healthcare initiative, while our technology story is demonstrated by a youngster, who smartly uses technology to bring alive a new idea. However the common thread across all the stories is the brand essence i.e how it moves from one thing to another, and how everything that is done is to make a difference and touch the lives of people.

You can watch the ad here:



Agency: FCB-Ulka

Client Team: Mahalingam Sundararajan, Rajat Chandolia, Harsh Karunakaran

Creative Team: Sachin Das Burma, Shahid Hussain, Avinash Chauhan

Account Management Team: Sharad Mathur, Pratibha Prasad, Rajat Das

Films Team: Alpa Jobalia, Stanley Christian, Deepak Rathod

Production House: Storytellers

Director: Arun Gopalan 

Producer: Zina Khan

Tags FCB Ulka HCL

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