Tech Mahindra unveils new brand positioning

Tech Mahindra will use the positioning line ‘Create the next wave’, with a subset line that says ‘Tech Mahindra: an eco-system for success’

Tech Mahindra, the IT services and telecom solutions provider, has unveiled its new brand positioning. The company will use the position line ‘Create the next wave’, with a subset line stating ‘Tech Mahindra: an eco-system for success’.

Tech Mahindra rechristened itself in 2006, changing from Mahindra British Telecom. No positioning line was decided at that time because the purpose of rechristening was to announce the company’s readiness to go public and do business beyond British Telecom. The company now feels the need to position itself so that it can link and highlight its current growth of 150 per cent in the last nine months.

Tech Mahindra unveils new brand positioning
The new positioning aims to exemplify the success of the company, showcase its size and leadership, create a global brand and signal its capacity to deliver projects with agility and flexibility. The positioning incorporates both the success of the past and the promise of the future, where Tech Mahindra hopes to ‘create the next wave’.

Vineet Nayyar, chief executive officer, vice-chairman and managing director, Tech Mahindra, says, “The company is equipping itself with new capabilities in BPO, telecom infrastructure and value added services and is expanding its addressable market. The new positioning will provide a brand identity and help build a unity of purpose by providing support to the company’s plan to be one of the top IT solutions and service providers globally.”

Tech Mahindra unveils new brand positioning
The communication plan will include communicating the brand essence to telecom companies internationally and retain and attract current and the prospective employees in India. Fortune Communications is the advertising agency responsible for designing the company’s new corporate image. The first print campaign to attract potential employees is breaking on April 4 this year. Fortune will also advertise in international business magazines to communicate in the B2B segment and attract international clients. Apart from print, the media mix will include radio ads and other promotions.

Tech Mahindra development centres are ISO 9001:2000 and BS7799 certified. The company has principal offices in the UK, USA, Germany, UAE, Egypt, Singapore, India, Thailand, Taiwan and Australia.

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