HCL brand campaign touches lives by portraying its youthfulness

HCL brand campaign touches lives by portraying its youthfulness

Author | Pallavi Goorha | Friday, May 25,2007 9:06 AM

HCL brand campaign touches lives by portraying its youthfulness

HCL’s brand campaign, as part of HCL’s global branding initiative, is the first initiative by any technology and IT company. The global branding initiative aims to unify the global enterprise and connect with stakeholders -- customers, employees, investors, media, analysts and key influencers. FCB Ulka is the advertising agency behind the campaign.

Sanjeev Bhargav, COO, FCB Ulka, said, “The objective of the new campaign is to extend the image of HCL of being a technology heavyweight to a company that touches lives of millions of people through its products and services. The key task therefore was to portray how HCL is a part of our everyday life and to also establish HCL as a young and global organisation. The idea was chosen to see the world from the eyes of a common man; someone who isn’t aware of HCL’s presence. To give the brand a makeover, the HCL employee was chosen as the face of the brand, which is youthful, dynamic and has a cool relaxed attitude.”

The TVC is a story of a common man who meets an HCL employee over a journey and how through a casual conversation, the former finds out that HCL is almost everywhere, and that many things that he took for granted are in fact powered by HCL’s technology.

Bhargav added that the campaign would be executed across various media. Outdoors will support the campaign on television, with presence at key locations across the country. It will be followed by a focussed magazine campaign where different ads will target various audiences, ranging from corporate and business segment with stories on connectivity and global reach, to consumers on hardware technology and employee segment with stories on exciting opportunities in HCL. The campaign will be extended over the Internet with an advertising campaign. The HCL Corporate campaign broke on May 5 with spots on CNBC TV 18 network. It also ran on HBO, Star Movies, Star World, Zee, Sony and other infotainment channels like NGC, Discovery and History. The TVC was also run recently during the second ODI cricket match between India and Bangladesh on Doordarshan.

Saurav Adhikari, Corporate Vice President-Strategy, HCL, said, “The thought process behind the campaign was that HCL, a $4 billion IT and technology enterprise, has a pre-eminent presence in various areas of technology -- be it hardware, software, BPO, IT infrastructure or high-end technology products. Because of this, HCL impacts a myriad number of people’s lives that use technology in one way or the other. This campaign brings alive that thought, by showing precisely how HCL technology touches the lives of many people. It also moves from the campaign that positioned HCL largely as a technology heavyweight with a large domestic as well as global footprint, to a campaign which brings out the young and fresh outlook of the HCL enterprise, as well as a greater, emotional people-connect.”

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