When you have to capture heritage and technology, the amalgamation is obvious - HeritEdge. But the challenge for FCB Ulka was more than this. It had to capture the gutsy and fearless spirit along with the company's legacy in the HCL campaign, which ultimately led to the rechristening of it as 'FEARless.'
The brand campaign for HCL technologies is a series of five print advertisements and presents the little known side of HCL, it's determination to do things differently. HCL has spent over 10 crore on the campaign across media vehicles.
Asked on the client's brief, Saurav Adhikari, Corporate VP, Strategy, HCL, said, "The brief to the agency was to develop a high voltage campaign, identifying and focusing on 'HCL heritage' and impacting stakeholders by creating a unified HCL brand encompassing its various entities and businesses to enhance visibility. Moreover, the idea was to create awareness and empathy with HCL's heritage, thereby enhancing the shareholder value."
Although HCL has been recognised in the Indian IT industry, yet the brand has suffered from some confusion. The campaign is aimed at killing the confusion. "The brand has suffered from fragmentation, absence and some confusion due to its fractal and multiple entity structure. However, it is also true that these multiple entities provide HCL a competitive advantage by virtue of service offerings. Against this backdrop, we felt that there was a need to initiate a campaign that would establish the company's heritage of 'fearlessness' and 'courage,' and unify brand HCL."
Incidentally, HCL commences its 30th year of business on August 11, 2005, and the campaign is the means to remind the target group the virtues that the company stands for - virtues of youth, courage, guts and fearlessness.
On the execution of the campaign, Arvind Wable, Executive Director, FCB Ulka, said, "In its initial period, the campaign internally was referred to as HeritEdge campaign. However, once the constituent of its rich heritage was identified, the campaign was rechristened 'FEARless'.
On the ad's treatment, Wable said, "Going with the overall 'fearless' theme, the campaign itself carries a stark and bold look about itself to enhance the power of communication. The creatives have used images that tell a story and present them in black-and-white, in an otherwise colour campaign. Moreover, the copy is written in a gutsy and evocative manner to complete the loop."
The campaign will reach out to the stakeholders through various touchpoints including print, outdoor, magazines and merchandising. The print ads has been rolled out like a story and takes the reader through HCL's 30 year journey beginning with the year 1976 when HCL became India's original IT startup. Asked if the company is planning on a television commercial, Adhikari said, "We are evaluating the television commercial options. If executed, the television commercial would be aired selectively in view of our select TG and would focus on the 'fearless' message and HCL's stature."