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The print campaign by FCB Ulka sets about establishing the heritage of the almost three decade-old HCL
Not too many people know that HCL Enterprise was the first Indian company to make a microcomputer. It was also the first home-grown company to develop a Unix-based microprocessor. The company has many similar ‘first’s to its credit.
Despite the brilliant track record, HCL, for years, has largely remained hidden behind its unassuming image. However, as it approaches its 30th year of business – on August 11 – it has decided to move a bit towards the spotlight. After all, it’s difficult to remain permanently low keyed with an annual revenue of Rs 10,000 crore.
HCL, in partnership with FCB Ulka, its creative agency, has set about showing its customers, employees and investors the silent driving force of the company through a print campaign – HeritEdge.
The five-series ad campaign, published in national and financial dailies, centres around the theme of spirit of courage of HCL. For instance, one image shows a woman working on her laptop, but her face is covered by a picture of young smiling girl. The copy reads: “You don't have more courage when you are young. You have less fear.”
Underscoring HCL's bold state of mind is another ad that shows a photographer taking pictures of a tiger that is atop his car's roof from very close quarters. The ad says “At HCL there's only one thing more important than brains. Guts.”
Another shows a child on a pool diving board. “What does it take to become a founding member of the US $2 billion club? Courage.”
Because HCL has created many firsts in the world of technology, the primary task for the agency was to establish the rich heritage of HCL.
“HCL was virtually one of the first companies in India to have invented the category of 'Information Technology'. One of India's original technology garage start-up companies founded in 1976, HCL Enterprise has many achievements to its credit such as being the first to make microcomputer. It is the largest seller of PCs in India and development of systems to land the largest airline in poorest visibility. Clearly, our wealth of breakthroughs had to be showcased to our stakeholders,” explains Saurav Adhikari, corporate vice-president, strategy, HCL Technologies.
HCL’s feats found expression in the very emotions the company experienced at the time of striving for its goals. “HCL has not only taken courageous steps into the future but has ridden the IT wave. This is symbolised in a sense of fearlessness. Thus, the campaign had to communicate the corporation's DNA of supporting risk taking, its unique approach to the technology business, and a sense of passion and pride in what it does for its customers. All of these found expression in the words – courage, guts, fearlessness,” adds Adhikari.
After talking about some of its wonders, HCL, in the next phase, will now show how it can serve it customers. After all, “in our 30 years, we have not missed a heartbeat”, Adhikari concludes. © 2005 agencyfaqs!