Abstract

In mid-2005, one of India’s leading IT companies, HCL, realized that despite being a dominant player in the IT sector, its decision to keep a low-profile until then had resulted in other companies in the sector becoming more visible. It initiated the ‘Project Heartbeat’ in 2005 aimed at creating a unified HCL brand. As part of the project, a global branding initiative was launched in three phases, the latest being the ‘Technology that touches lives’ campaign.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing communication
• Branding
• and Advertising.

Keywords

Marketing communication, advertising, ad campaign, 'Happy Kumar' ad campaign, award-winning ad campaign, differentiated campaign, job market, online job market, ABBY Award, Webby Award, recruitment, recruitment portal, ClickJobs.com, ClickJobs, Network Advertising, Naukri.com, Monster.com, TimesJobs.com, BharatMatrimony Consim Info Internet and Mobile Association of India, IAMAI, India