|
|
|
He then encounters people from diverse
backgrounds who thank him for making a positive change in their
lives (for instance, one man thanks him for transforming his
small business into one with an international presence; a
politician compliments him for doing well in the global
healthcare industry; a young man with a portable gaming console
thanks him for designing the game as well as the chip inside).
Once inside the airplane, the pilot gives him credit for making
the skies safer. |
The confused banker then encounters the HCL employee
and realizes that the compliments were in fact meant for him.
As the banker is about to take off the coat, the HCL employee tells him
to keep it on as it was cold. A young woman carrying a new HCL notebook
is seated next to the banker. The HCL employee chuckles as the woman
starts asking the distraught banker about the features of the notebook.
The ad ends with the voiceover: 'From India to across the world, HCL's
technology touches lives everywhere.' And the message: 'HCL. A $ 4.8
billion enterprise.'10
Sanjeev Bhargava, chief operating officer, Draft FCB Ulka, said, "The
tone of the ad highlights HCL's core strength: the combination of more
than 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
organization."11
The company expected its latest marketing communication to strike the
right chord with its target audience - potential employers, decision
makers, and entrepreneurs in the IT space.
Additional Readings &
References:
1. Meenakshi Radhakrishnan-Swami, "HCL: Wooing the Masses," www.rediff.com, January 26, 2006.
2. Archana Venkat, "HCL Wooing New Customers Thru Ad Campaign," www.thehindubusinessline.com, May 16, 2007.
3. "Ad Review 2 - HCL (Technology that Touches Lives)," http:/blog.emptyhead.in,
February 1, 2008.
4. "HCL Launches "Technology that Touches Lives" - The Sequel," www.hcl.in, April 12, 2008.
5. Rachit Vats, "HCL's Day Out," www.agencyfaqs.com, April 14, 2008.
6. "TVC Storyboards: HCL," www.agencyfaqs.com, 2008.
7. www.hcl.in
8. www.en.wikipedia.org
Cases on related Topic:
1.
Microsoft's Strategy for Small Businesses (B): Marketing MS Office Live
2.
Microsoft's Strategy for Small Businesses (A): The Innovative PR
Campaign for MS Office Accounting 2007
3.
Lenovo's Globalization Strategies
|
10] "TVC Storyboards: HCL," www.agencyfaqs.com,
2008.
11] Rachit Vats, "HCL's Day Out," www.agencyfaqs.com, April 14, 2008. |
