HCL’s new campaign reflects the brand’s focus on new businesses

By: | Published: November 12, 2014 11:51 AM

Campaign marks strategic shift from protagonist-led approach of HCL as technology conglomerate...

HCL, a $6.5-billion global enterprise, has 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.

“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,” said Sundararajan M, Chief Marketing Officer at HCL.
This will be a 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.

“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,” said Sanjay Tandon, Chief Operating Officer, FCB ULKA.

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