Exclusive | HCL shifts its protagonist-led approach.!

HCL, a renowned name in technology, recently launched a new corporate multimedia advertising campaign which marks a strategic shift from a protagonist-led approach of HCL as a technology conglomerate since 2007 to reflect its new businesses.

As HCL expands its business focus and creates newer business lines such as healthcare in addition to technology, brand HCL is now shifting back to its entrepreneurial DNA that is marked by its ability to constantly challenge the status quo and set new benchmarks of excellence. HCL is now gradually evolving with a new strategic shift in the brand, expanding itself as a people facing venture across various new businesses, not just a technology brand.

The new TVC marks a transitional shift from the earlier campaigns; taking from where they left off, it now seeks to get the viewer to re-visualize HCL as a brand that is touching people both internally and externally through its existing and new forthcoming business. And this journey of HCL is reflected through a journey of real people and emotions.

With an aim to get deeper insights of the campaign, Adgully caught up with Mahalingam Sundararajan, Chief Marketing Officer, HCL Corporation. Sundarajan’s professional experience spans over 2 decades in various roles in technology marketing, advertising and strategy planning. Prior to joining HCL, he has led the strategic marketing and communication initiatives of various technology companies like Microsoft and Hexaware Technologies. He has also been involved in Strategy Planning with J. Walter Thompson for many years.

The new brand campaign will be a complete 360-degree campaign (TV, Print Magazine, Outdoor and Digital). The lead medium will be TV, which will highlight the overarching vision and the message of the campaign; the other media platforms will support the reach of the campaign. Digital and print media will convey a more detailed messaging about the campaign and will demystify the campaign to the target audience.

When asked about usage of digital, Sundararajan said, “Digital will throw more light on the broad philosophy and the values that the campaign communicates; this will be done through various social media avenues like Facebook, Twitter, LinkedIn and YouTube.”
“We are planning to run campaigns and contests on Twitter and Facebook. On YouTube we will leverage the YouTube ads to increase the reach of the campaign; we aim to explore all the popular social media avenues for maximum outreach,” he added.

Sundarajan who has been at the helm of several key strategic developments for the HCL Corporation, speaking about the growth strategies of HCL said, “As the technology is reaching the grass roots, we are getting lot of growth from the potential markets. There is a huge scope for growth in the tier I and tier II markets and HCL will continue to explore such markets for its future growth.”

From a Brand perspective, Sundarajan believes that 2014 has been a year which involved a lot strategizing. “We have relooked at the whole brand in terms of its positioning and target audience. In 2014 HCL forayed into new businesses like healthcare which required us to do lot of ground work to communicate the internal change to our target audience in an efficient manner,” he added.

Year 2015, will be a first year of the new businesses which HCL has recently forayed into so the team is excited about experiencing the buzz of a start-up once again. “We will continue to explore various brand associations which will be in tandem with HCL’s brand philosophy. Apart from the ATL brand campaigns, the brand HCL will take many initiatives and on ground activities which will echoes our brand philosophy of ‘we touch lives’. The arenas explored will be music and sports,”Sundarajan added while signing off.

The new campaign reflects the brand’s focus on new businesses and the refreshed creative approach undoubtedly elucidates HCL’s statement of purpose and its future vision. By: Aanchal kohli | Twitter: @aanchalkohli

 

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