Brand HCL reinvents itself for the future

HCL, a $6.5-billion global enterprise, today launched a new corporate multimedia advertising campaign. The campaign marks a strategic shift from a protagonist-led approach of HCL as a technology conglomerate since 2007 to reflect its new businesses.  

Announcing the new campaign, Sundararajan M, Chief Marketing Officer at HCL said, “HCL has been focused on technology for the last 38 years. As the group expands its business focus and creates newer business lines, Brand HCL shifts back to its entrepreneurial character that is marked by its ability to constantly challenge the status quo and set new benchmarks of excellence. The new brand campaign is reflective of our statement of purpose and our future vision and brings this alive through vistas of diverse imagery from various parts of India.” 


Added Sanjay Tandon, Chief Operating Officer, FCB ULKA, Delhi, “With the evolution of Brand HCL beyond technology, we decided to bring alive the humane face of HCL through different stories that capture its core philosophy of touching lives through its existing and future businesses. The new campaign illustrates the journey of the brand through real people and 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 new brand campaign will be a complete 360-degree campaign (TV, Print Magazine, Outdoor and Digital) with a mix of static and innovative designs across mediums and strategic locations to create maximum buzz and brand recall.

Credits: 

Client: HCL
Agency: FCB Ulka Delhi
Advisor  to the  Group: Arvind Wable
COO: Sanjay Tandon
VP Client servicing: Sharad Mather
Group Creative Director: Sachin Das Burma
Account Director: Pratibha Prasad
Account Supervisor: Rajat Das
Creative  Group Head: Shahid Hussain, Copy
Creative supervisor art: Avinash Chauhan
Production House: storytellers
Director: Arun Gopalan
Executive Producers: zina Khan

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