Tata Consultancy Solutions (TCS) is India’s major technological know-how outsourcer, with revenues topping $22 billion, above 50 percent-a-million workers scattered throughout 46 areas and, in accordance to one particular report from Manufacturer Finance, a prime-a few worldwide ranking amid the most valuable brand names in its market. These are metrics that would make most marketers sense rather at ease in their career. Many would choose to stay the program, somewhat than trying to cleave a new route.
Nonetheless, for India’s $200 billion outsourcing business, the pandemic around the past two a long time has thrown a spoke in most strategies. TCS, as the industry’s bellwether, has led the way in acquiring new methods to sector itself—and the field.
Leading the way in this reinvention is Rajashree R., the firm’s main advertising and marketing officer, who having served in the trenches as TCS’ global retail follow leader for the earlier 15 decades, found herself catapulted into her new purpose just a month just after the pandemic strike India.
While TCS operates with exterior companies, the company’s in-dwelling marketing and advertising team is the motor driving significantly of its do the job. Rajashree points out that the firm does a good deal of its electronic advertising in-dwelling (350 strategies and counting), has its have martech stack, and even manages social media and content material (50 to 60 white papers annually). Approximately 50 percent of TCS’ creatives are also created in-home.
“The aim is on automating campaigns and on data-driven advertising,” Rajashree tells Marketing campaign Asia-Pacific. “I used virtually 15 several years in the retail organization of TCS and I built items for [fields such as] artificial intelligence.… So I am bringing a very little little bit of my personalized studying here, but we truly want to be exceptionally information-pushed.”
“Our effort is also to drive increased personalisation using algorithms, (and) our focus is heading to be on reaching scale by means of much more autonomous operations.”
Whilst innovative output also continues to be an important facet, how to get “much more and far more algorithmic about how we generate marketing and advertising in our organization is going to be a large concentrate spot”, states Rajashree. Right here the crew has a created-in household edge. “We have a entire-time main technological innovation officer for promoting within just our device. We have a really superior crew of knowledge researchers and specialists in knowledge to develop some of these algorithms.”
If promoting in the technological know-how industry is in-individual and occasions-heavy for clients and workers alike, the pandemic has pressured Rajashree to recast TCS’s marketing technique, going target away from discussions and imagery of “buildings, servers and folks,” and toward connecting extra with “aspiration and human existence”.
Rajashree contends that until eventually just lately B2B has offered tech for the sake of tech, without having speaking about the link to human lifetime. Rather, she contends, the “entire message requirements to be human and aspirational—to prospects and enterprises.” The obstacle for entrepreneurs, Rajashree adds, is “B2B adverts are mostly pretty indistinguishable.”
As section of this transition, TCS is transforming the tone of its conversation from staying typically B2B to becoming more B2B2C. “So undoubtedly, it really is a transition,” she states. “The way you message, the way you converse your visuals, is unique.” For example, TCS did a campaign correct in the middle of the pandemic—an 8-section tv campaign—where the agency took nearly 2000 tv spots throughout India for its Transforming India sequence. This was maybe the very first time a B2B brand name took these types of a B2C solution.
Rajashree has experienced her process slash out for her generating TCS’s model stand out in teh B2B sea of sameness. “In the everyday living of a citizen, TCS helps make an effects throughout segments such as banking, insurance policy, retail and grocery shops and health and lifetime sciences and vaccine enhancement,” she claims. “We want the identity of a quite humane brand.” More than a yr in the past, TCS kicked off this technique with its corporate model campaign named #TCSPartOfYourStory, showcasing stories of the company’s contribution to India’s digital journey.
Then, in March 2021, 15 many years right after it introduced its ‘Experience certainty’ positioning, the firm refreshed its identity with the ‘Building on belief’ offering. The new brand name positioning aimed to encapsulate the collaborative function TCS performs in partnering with shoppers around the very long time period, leveraging its contextual knowledge, its investments in exploration and innovation, and its technological innovation expertise to assistance shoppers increase.
“If something, the pandemic has really reinforced the information that engineering is an essential pressure in the environment today” she says. “What you uncover with a large amount of B2B conversation is that we existing technologies for the sake of technological innovation. So you talk about AI, you speak about cloud…without actually speaking about how that impacts human lifetime.” As an alternative, TCS’ strategy with ‘Building on Belief’ is that we really want the brand information to be human and aspirational.
A important element of TCS’s repositioning has been to concentrate on its hundreds of hundreds of employees around the globe. As a huge majority of its workforce has been homebound in the pandemic, a important part of Rajashree’s time has been devoted to pivoting her team’s employee conversation tactic to preserve them engaged and energised. If swish campuses and places of work captivated leading expertise to the company till lately, TCS has experienced to search for other levers to push personnel engagement.
“Employees are our major brand name ambassadors,” says Rajashree. “Over the previous 18 months, we have drastically enhanced our worker conversation on a platform identified as A single TCS, which offers multi-channel interaction together with an ‘America’s obtained talent” structure to enable workers stay enthusiastic.”
With a youthful workforce and a sizeable amount of women employees, TCS is leaning on pop culture and social media to retain its messaging stylish. For instance, the quantity of followers on business enterprise networking web page LinkedIn has developed from close to 2.5 to 3 million to just about 7 million in the previous 18 months.
“We want to understand from popular society and be existing in material they listen to and observe,” Rajashree states. “So a lot more than the affect an ad marketing campaign can make, or a electronic campaign can make, your staff grow to be your most important mouthpiece…. So it can be pretty, really important for us that we connect properly to our individual workers.”
In October this yr, the organization took a further step in this path when it introduced the ‘TCS Belief Song’, which serves as a decide-me-up for folks amidst the pandemic. Rajashree claims that even though the track is intended to be a enthusiasm booster shot for employees—it attributes TCS staff members and their families—the firm’s name is not described at all, and she hopes it can capture on with a broader viewers also. TCS has even released the song on Spotify and Apple Songs as it hopes to make it well known outside the house of its very own ecosystem.
Even as TCS has concentrated sharply above the previous two decades on distant functions for consumers and staff members, the marketing staff is now wanting to an immediate upcoming with markets re-opening or at least operating in a hybrid way.
“All our marathons are happening physically,” Rajashree suggests. “We are setting up to do some smaller sized consumer events as effectively. But we are keeping them fairly small. I imagine yet again, in some sense, advertising and marketing has to participate in a role into the journey back again to physical…and the balance will be somewhere in the middle.” The agency is presently experimenting with occasion formats to help its revenue teams get back again on the street and assistance the organisation again to a 50-50 equilibrium in between distant and in-particular person promoting plans.