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HCL promotes itself as ‘Technology that touches lives’

15-April-2008
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HCL promotes itself as ‘Technology that touches lives’

In a bid to create some noise about its $4.8 billion size and technological prowess, HCL has unveiled a new TV campaign sporting a global appeal. The TVC has been conceived and developed by DraftFCB Ulka, where the agency showcases HCL’s growing presence – be it in small towns or business destinations globally.

Sundararajan M, Associate Vice President - Marketing, HCL, said, “The idea of coming out with a new TVC at this point of time was to make a fresh communication statement with the consumers, but along the same image parameters.”

Saurav Adhikari, Corporate VP - Strategy, HCL Technologies, said, “The creative challenge here was to package so many areas of HCL’s presence and show the same in a humorous and impactful manner, retaining the emotional connect. Through the new commercial we wanted to reinforce the fact that HCL, via its innovative approach and creative edge, has always fashioned technology that improves the quality of people’s lives.”

Sanjeev Bhargava, COO, DraftFCB Ulka, said, “The tone of this ad highlights HCL’s core strength – the combination of over three decades of pioneering technology and the freshness of its outlook personified by the young HCL employee. The look and feel of the ad is youthful and vibrant, thus reiterating the spirit of the organisation.”

The latest commercial aims at reinforcing the brand image of HCL as a global enterprise with a strong national foothold. This new commercial also highlights HCL’s impact on everyday life.

The TVC shows a banker accidentally putting on the blazer of a young HCL employee at an airport. As he walks to catch his flight he comes across various people whose lives have been touched by HCL in various ways – a Sikh couple, who have been able to take their business global thanks to HCL; the health minister, who commends HCL for making a mark in the global health sector; a young foreigner who excitedly talks about the gaming programmes brought by HCL; and finally the pilot of the flight that the bemused banker has to take, who thanks him for HCL’s technological proficiency.

All the while the banker keeps wondering why everyone is talking about HCL to him. This he realises when the young HCL employee catches up with him in the flight and tells him that the banker had been wearing his blazer which had the HCL badge. But the guy lets the banker wear the blazer during the flight and is amused when a pretty lady working on her HCL MiLeap laptop turns to the banker and begins talking about its features.

While the earlier TVC had talked about HCL’s omnipresence, the new TVC tries to feature HCL as a leading global technology enterprise and emphasises the width and depth of HCL’s technology, products, solutions and its ability to touch lives across the globe.

HCL will be using a 360-degree communication approach comprising electronic, print, online and outdoor media. The print ad will break shortly and would primarily focus on magazine publications in business, lifestyle and IT. In online media, HCL would be coming up with banners which would be visible on popular websites.

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