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An Information Technology (IT) giant embarking on a corporate campaign to emotionally connect with people at large is a rarity, and the recently launched 'HeritEdge' campaign of HCL Group, one of India's oldest and largest IT enterprises, aims to do precisely that. The campaign, developed by FCB Ulka, aspires to consolidate all the diverse businesses of the company into one single powerful umbrella brand and to communicate the same.
The campaign is a series of five print advertisements spread across a period of 10 weeks. The first three print ads (reproduced here) highlight HCL's brand attributes such as a sense of courage, fearlessness and guts. Saurav Adhikari, Corporate VP, Strategy, HCL Technologies, says that the campaign communicates HCL's 29-year old lineage. He explains, "Over the years, HCL has been seen as having multiple identities and faces. Now, we are trying to collapse all these different identities into one master identity." He adds, "Readers do not identify with hardcore technology ads and our aim was to build an emotional bond. We didn't want ads to look like typical IT ones. So, we tried to communicate the spirit and DNA of HCL, — as a powerful, iconic and strong ‘Indian’ brand."
To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated May 9-15, 2005