Tata Infotech, part of the $ 9-billion Tata Group, has hired Lowe Lintas & Partners to build its education services division’s brand in the overseas and domestic market as well. According to the industry sources, Tata Infotech has almost doubled its adspend from Rs 5 crore last year to Rs 10 crore for its education services division.
Though a clear advertising strategy is still being worked out, the crux of the new communication strategy will be overall branding of the Tata Infotech education business. To achieve the objective, company plans to go beyond the print medium.
Among the overseas markets the company plans to tap are South Africa, countries of South Asia and the Far East, including China, Korea, Philippines and Vietnam. The company currently has 300 centres across India and plans to take the figure up to 400 by March 2002.