Tata Consultancy Solutions (TCS) is India’s major technological innovation outsourcer, with revenues topping $22 billion, more than half-a-million personnel scattered across 46 spots and, in accordance to 1 report from Brand name Finance, a major-3 all over the world ranking amongst the most important makes in its business. These are metrics that would make most entrepreneurs sense pretty snug in their work. Many would choose to stay the study course, somewhat than trying to cleave a new route.
However, for India’s $200 billion outsourcing market, the pandemic about the earlier two several years has thrown a spoke in most options. TCS, as the industry’s bellwether, has led the way in acquiring new means to market place itself—and the industry.
Leading the way in this reinvention is Rajashree R., the firm’s main advertising officer, who obtaining served in the trenches as TCS’ world retail practice leader for the past 15 decades, discovered herself catapulted into her new purpose just a month following the pandemic strike India.
Despite the fact that TCS functions with exterior organizations, the company’s in-house advertising and marketing team is the engine driving a lot of its function. Rajashree points out that the firm does a lot of its electronic marketing and advertising in-home (350 campaigns and counting), has its personal martech stack, and even manages social media and content material (50 to 60 white papers every year). Just about fifty percent of TCS’ creatives are also generated in-house.
“The concentration is on automating strategies and on knowledge-driven advertising,” Rajashree tells Marketing campaign Asia-Pacific. “I used virtually 15 years in the retail company of TCS and I built products for [fields such as] synthetic intelligence.… So I’m bringing a minor bit of my private studying here, but we really want to be particularly knowledge-driven.”
“Our energy is also to push better personalisation employing algorithms, (and) our target is heading to be on accomplishing scale by more autonomous operations.”
While imaginative output also stays an important aspect, how to get “much more and much more algorithmic about how we drive advertising in our business is heading to be a large concentrate location”, claims Rajashree. Below the team has a crafted-in home advantage. “We have a total-time main technological know-how officer for advertising in our unit. We have a really advanced group of info experts and authorities in data to build some of these algorithms.”
If marketing and advertising in the technological innovation marketplace is in-particular person and occasions-heavy for buyers and workforce alike, the pandemic has compelled Rajashree to recast TCS’s internet marketing system, moving concentration absent from discussions and imagery of “buildings, servers and persons,” and toward connecting more with “aspiration and human existence”.
Rajashree contends that until not long ago B2B has presented tech for the sake of tech, with out chatting about the connection to human daily life. As an alternative, she contends, the “entire concept desires to be human and aspirational—to consumers and corporations.” The problem for entrepreneurs, Rajashree adds, is “B2B ads are generally incredibly indistinguishable.”
As element of this transition, TCS is shifting the tone of its communication from remaining mainly B2B to being much more B2B2C. “So definitely, it can be a transition,” she claims. “The way you message, the way you talk your visuals, is distinct.” For case in point, TCS did a marketing campaign proper in the center of the pandemic—an eight-aspect television campaign—where the firm took virtually 2000 television places across India for its Transforming India collection. This was probably the initially time a B2B brand took this kind of a B2C solution.
Rajashree has experienced her endeavor reduce out for her making TCS’s model stand out in teh B2B sea of sameness. “In the existence of a citizen, TCS makes an effects across segments these types of as banking, insurance policy, retail and grocery merchants and health and lifetime sciences and vaccine growth,” she claims. “We want the identity of a incredibly humane model.” Above a 12 months ago, TCS kicked off this approach with its corporate model marketing campaign named #TCSPartOfYourStory, showcasing tales of the company’s contribution to India’s electronic journey.
Then, in March 2021, 15 many years right after it released its ‘Experience certainty’ positioning, the company refreshed its id with the ‘Building on belief’ giving. The new brand name positioning aimed to encapsulate the collaborative job TCS plays in partnering with consumers more than the lengthy expression, leveraging its contextual understanding, its investments in exploration and innovation, and its technology abilities to help shoppers increase.
“If anything, the pandemic has actually strengthened the concept that engineering is an vital pressure in the globe today” she states. “What you obtain with a ton of B2B conversation is that we current engineering for the sake of engineering. So you chat about AI, you speak about cloud…without actually talking about how that impacts human life.” Instead, TCS’ tactic with ‘Building on Belief’ is that we definitely want the manufacturer message to be human and aspirational.
A essential portion of TCS’s repositioning has been to concentration on its hundreds of hundreds of workforce globally. As a vast vast majority of its workforce has been homebound in the pandemic, a important part of Rajashree’s time has been focused to pivoting her team’s staff communication method to maintain them engaged and energised. If swish campuses and places of work attracted top rated expertise to the enterprise until eventually recently, TCS has had to look for other levers to generate employee engagement.
“Employees are our most significant brand ambassadors,” says Rajashree. “Over the previous 18 months, we have appreciably enhanced our personnel interaction on a system referred to as A single TCS, which gives multi-channel communication which include an ‘America’s got talent” format to assist workforce stay inspired.”
With a youthful workforce and a major number of ladies workers, TCS is leaning on pop tradition and social media to keep its messaging trendy. For case in point, the selection of followers on business enterprise networking web-site LinkedIn has developed from all around 2.5 to 3 million to practically 7 million in the earlier 18 months.
“We want to discover from well-liked lifestyle and be present in articles they pay attention to and view,” Rajashree states. “So more than the influence an advertisement marketing campaign can make, or a electronic marketing campaign can make, your personnel turn out to be your major mouthpiece…. So it is really, quite important for us that we converse very well to our own staff members.”
In Oct this 12 months, the enterprise took yet another move in this way when it launched the ‘TCS Belief Song’, which serves as a decide-me-up for men and women amidst the pandemic. Rajashree says that when the song is intended to be a determination booster shot for employees—it options TCS staff members and their families—the firm’s identify is not pointed out at all, and she hopes it can catch on with a wider audience far too. TCS has even introduced the tune on Spotify and Apple Audio as it hopes to make it preferred exterior of its individual ecosystem.
Even as TCS has focused sharply in excess of the earlier two years on distant functions for prospects and workers, the advertising workforce is now seeking to an speedy future with markets re-opening or at minimum operating in a hybrid way.
“All our marathons are happening bodily,” Rajashree states. “We are starting up to do some scaled-down customer functions as very well. But we are trying to keep them fairly modest. I feel again, in some sense, advertising has to participate in a purpose into the journey back again to physical…and the stability will be someplace in the center.” The organization is previously experimenting with function formats to aid its profits groups get back on the road and enable the organisation back again to a 50-50 equilibrium amongst remote and in-man or woman marketing designs.