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<ul><li><keyword id="6357150" type="ORGANIZATION" weightage="20" keywordseo="tcs">TCS</keyword> had plans to revamp its image before the pandemic and it wants to make it clear that its new tagline is not a rebranding — but an evolution.</li><li>In an interview with Business Insider India, the company’s Chief Marketing Officer (CMO) <keyword id="8605345" type="UNKNOWN" weightage="20" keywordseo="Rajashree-R">Rajashree R</keyword> explains how it took 10 months, talking to over 100 clients, and coordinating with 460,000 employees to bring the brand’s new image to life.</li><li>The millennial makeover isn’t just for the IT services company’s clients, but a new playbook for its employees to invest in.</li></ul>India’s largest software exporter, <keyword id="6357585" type="COMPANY" weightage="20" keywordseo="tata-consultancy-services">Tata Consultancy Services</keyword> (TCS), has gone through what could be called an ‘adulting’ moment. Having been around for more than half a century, the company has rebranded itself to showcase its bold aspirations for the future. From ‘experience certainty’ — coined in 2005 — the IT services behemoth’s tagline now reads, ‘building on belief’. It took 10 months, talking to 100 clients, and coordinating with 460,000 employees to bring the brand’s new image to life. Even until the last minute, TCS was course-correcting to make sure they got the messaging ‘just right’, according to Rajashree R, the company’s chief marketing officer (CMO. “We went through a lot of iterations, a lot of feedback — sometimes we were tweaking, sometimes we were making large level changes. I remember even last night they were correcting stuff,” she told Business Insider during a Twitter Live. <div type="twitter" handle="BiIndia" handlename="Business Insider India🇮🇳" image="http://pbs.twimg.com/profile_images/1232926719016718336/sfffJHNV_normal.jpg" favoritecount="36" retweetcount="8" status="#HangoutwithBI: @iyer_sriram in conversation with @TCS' Rajashree R on how India's largest software exporter TCS is… https://t.co/GJG2J8rQ3q" createdat="1617100284000" id="1376844503286382599"></div> A millennial makeover with employees at the centre TCS is one of the largest private sector employers in India. They already have more than 460,000 employees across the globe with many more waiting in line to join TCS’ growth story. “Our employees are our biggest brand ambassadors,” said Rajashree. She explained that they are the people who communicate directly with customers, which is why it’s very important that they understand the brand better than any promo, ad campaign or social post can put across. Even when discussing TCS’ new look, the company made it clear that it wanted to get millennials to come and share their opinion considering that the organisation’s average age is between 26 to 27 years old. “This was not like a boardroom activity. We had youngsters who came and shared their views about TCS and what they felt about the organisation and what they wanted to talk about,” Rajashree told Business Insider. And the main aim behind that was to make sure that it was an all-inclusive process. It’s not a rebranding — it’s an evolution Despite the timing of it all, the decision to rebrand TCS was not something that was triggered by the pandemic but already in the works before COVID-19 reached the borders of India. “Even before the pandemic struck, we wanted to refresh our positioning because we felt we wanted to have a branding messaging platform that is a reflection of who we are as an organisation today, which is very different from what we were a decade ago,” said Rajashree. TCS wants to be clear about the fact that it’s not moving away from its promise of offering clients certainty but that it’s evolving to showcase how the brand goes hand-in-hand with its clients to work towards a shared purpose. Simply put, TCS is still offering what it always did — just a little more now, because it can. Moreover, technology is at the centre of it. Across the industry, the pandemic has been a lesson in how company transformations going forward are going to be centred on technology. For a company like TCS, it’s an opportunity to shine. “We're not becoming somebody else. We're just finding the right messaging statement to position TCS much more strongly,” said Rajashree, clarifying the thought process behind the company’s new tagline is growth. The aim is to “provide wings” to TCS’ many business teams and help them position the brand better. TCS has its fingers in almost every pie, from aviation to financial services to retail. This means that there are many stories to be told. “Even as a CMO, there are stories that I have not heard, there are stories that I don’t know,” Rajashree remarked candidly. The rebranding of TCS, in part, is about having a platform to tell stories that have not been told yet. And the audience isn’t just TCS’ clients but also their employees, shareholders and partners, according to Rajashree.

10 months, 100 clients, and last minute course corrections — TCS CMO shares all the work behind the software giant's new look

<ul><li><keyword id="6357585" type="COMPANY" weightage="20" keywordseo="tata-consultancy-services">Tata Consultancy Services</keyword> (TCS) has rebranded itself after 15 years to speak to millennials.</li><li>The company’s new tagline is ‘<keyword id="11015934" type="UNKNOWN" weightage="20" keywordseo="building-on-belief">Building on Belief</keyword>’, from ‘<keyword id="11015932" type="UNKNOWN" weightage="20" keywordseo="experience-certainty">Experience Certainty</keyword>’.</li><li>According to the company’s Chief Marketing Officer (CMO), ‘Building on Belief’ does not mean that the company is letting go of its proposition of the certainty it offers its clients.</li></ul>India’s biggest information technology (IT) services company, Tata Consultancy Services (TCS), announced its rebranding after 15 years. The tagline for TCS is no longer ‘Experience Certainty’ but ‘Building on Belief’. The decision to rebrand TCS began nearly a year ago. The company ran a survey across more than a 100 of its clients and 200 employees to restructure its public image. “We felt early on in the year, we wanted to develop a new brand statement… which is reflective of who we are as an organisation today,” said Rajashree R, company’s chief marketing officer (CMO). The company did not share the amount of investment that went into the rebranding exercise but explained that the new brand statement will be activated over the next few weeks. According to Rajashree, the new tagline is geared towards speaking to millennials — not just about where TCS is currently, but where the company is aspiring to go within the next decade. She explained that it is focused on bringing the voice of the ‘young TCS’ to the forefront. However, the decision comes at a time when clients are looking for certainty amid the volatility of the COVID-19 pandemic. “We are not vacating the experience certainty proposition, this is an evolution and we’re building on it. Certainty is still a very core proposition by the company,” explained Rajashree. Belief, building and branding ‘Building on belief’ is centred around the proposal that Indian IT service behemoth is a “community of builders,” said Rajashree. And, its proposal to build on ‘belief’ hinges on four pillars — world belief, customer belief, the company’s own belief and individual belief. “There are some core beliefs with which we all operate,” said Rajashree. The brand has attached four promises to its new image — it is for good, bring everything, know how and mastering the journey. It envisions equality in boardrooms, the eradication of the pandemic from the planet, and bringing about sustainability. “A place where we can breathe,” said the TCS promo. New ad is likely to come out after a few weeks. SEE ALSO: <a href="https://www.businessinsider.in/finance/banks/news/the-ripple-effect-of-archegos-capitals-collapse-may-cost-global-banks-6-billion/articleshow/81754362.cms">SIMPLY PUT: The ripple effect of Archegos Capital's collapse may cost global banks $6 billion</a> <a href="https://www.businessinsider.in/stock-market/news/nazara-technologies-sees-a-blockbuster-listing-shares-list-at-80-premium-within-minutes-of-trading/articleshow/81753300.cms">Nazara Technologies sees a blockbuster listing – shares list at 81% premium</a>

India’s biggest software exporter just got itself a millennial makeover after 15 years

<ul><li>The 72% rally <keyword id="8770194" type="UNKNOWN" weightage="20" keywordseo="Tata-Consumer-share-price">Tata Consumer share price</keyword> since March 31 has raised the company’s total market capitalisation to a record high of ₹506 billion as of September 7. </li><li>The company is trying to strengthen its feet in the pulses and spices category with its brand ‘Tata Sampan’.</li><li><a href="https://www.businessinsider.in/">Check out the latest news and updates on Business Insider.</a> </li></ul>When you think of the most valued Tata Group companies, <keyword id="8836175" type="COMPANY" weightage="20" keywordseo="tata-consumer">Tata Consumer</keyword> may not be the first company to click in your mind. Shareholders of Tata Consumer would not be complaining now though. The 72% rally in its share price since March 31 has raised the company’s total market capitalisation to a record high of ₹503 billion as of September 7. After Tata Consultancy Services (TCS) and Titan, Tata Consumer now ranks third amongst most valued listed Tata companies. Tata Consumer has surpassed the market capitalisation of most of Tata’s other listed subsidiaries. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Subsidiaries </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Market Capitalisation </td></tr><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">TCS </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹8.72 trillion </td></tr><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Titan </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹1.03 trillion </td></tr><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Consumer </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹501.46 billion </td></tr><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Motors </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹493.61 billion </td></tr><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Steel </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹ 479.84 billion </td></tr></tbody></table>*Source: BSE, market cap as of September 7 Tata Consumers owns a large market share in the kitchen segment — from Tata Salt to Tata Tea and spices to pulses— Tata products have become a popular household name in India over the years. And this three-month long lockdown turned engineers, pilots, doctors and many more professionals into chefs and there has been a surge in sales of essential agri items - leading to the gains in the past five months. <div type="image" title="Tata Consumer" msid="77975522" hostid="261"></div> How Tata Consumer is adjusting to the post pandemic reality <div type="image" title="Tata Consumer" msid="77975783" hostid="261"></div> The company is trying to strengthen its feet in the pulses and spices category with its brand ‘Tata Sampan’. This segment has a higher share of unbranded and unorganised players in India. And, analysts at Sharekhan believe that the rising fear of infectious diseases like coronavirus will push people to packaged and branded food, and that may be good for Tata Consumer. <div type="image" title="Tata Consumer (1)" msid="77975541" hostid="261"></div> Tata Consumer - Factors that can lead to further rally Increase in use of value-added products In the post-COVID world, people will step out less to eat in restaurants, and the rise in home cooking will open a new market for value-added intermediary products. Home chefs will opt for comfort and quick preparations helping the demand for purees for curry, ginger garlic paste, and regional masalas.This trend is likely to emerge more strongly in the metros, according to Sharekhan, in the near to medium term. Tata Consumer is already geared to tap this demand with its ad campaign with the tagline, ‘Restaurant jaisa khaana’ (Restaurant-like food). Speciality tea gaining good traction than regular tea While regular black tea continues to be the largest category in the overall global tea market, the segment is now witnessing a slow decline in the both Indian and domestic market. Top Indian metro cities such as Mumbai and Bengaluru are mirroring the global trend where green tea or other herbal variants are replacing the traditional black tea. Tata Consumer has the whole spread under brands like Tetley. So while Mukesh-Ambani led Reliance Industries is building its digital and retail empire with acquisition of many established firms like Future Retail and Netmeds, Tata is focussing on building its product base. As of June 2020, Tata Consumers reach in India stood at 110 million households, whereas TCL’s consumer business’ India reach stood at 140 million households. According to Bloomberg, 12 out of 13 analysts covering Tata Consumer have a ‘buy’ rating on the stock. Tata Consumer: Consensus Rating <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rating </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Consensus </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brokerages </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Buy </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">92.3% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">12 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hold </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7.7% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Sell </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">- </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">- </td></tr></tbody></table>Source: Bloomberg SEE ALSO: <a href="https://www.businessinsider.in/tech/enterprise/news/rise-in-work-from-anywhere-will-lead-to-more-outsourcing-thats-an-opportunity-for-tcs-infosys-and-hcl-tech/articleshow/77864248.cms" data-type="tilCustomLink">TCS, Infosys and HCL Tech have the most to gain from post COVID wave of outsourcing</a> <a href="https://www.businessinsider.in/stock-market/markets/news/dollar-index-is-at-a-two-year-low-and-heres-how-much-it-may-hurt-tcs-infosys-hcl-tech-and-others-if-it-stays-weak/articleshow/77843868.cms" data-type="tilCustomLink">TCS, Infosys, HCL Tech and peers may not feel the tumbling US dollar yet — but the dent could be twice as bad going forward</a>

Tata Consumer is now the third most valued Tata company — and analysts expect more premium ahead

MUMBAI: WPP-owned J <keyword id="473766" type="PERSON" weightage="20" keywordseo="Walter-Thompson">Walter Thompson</keyword> is likely to win a global advertising contract from the <keyword id="6355725" type="CITY" weightage="20" keywordseo="Tata-Group">Tata Group</keyword>, the first time that the conglomerate will embark on a corporate brand initiative as part of Chairman <keyword id="6356895" type="PERSON" weightage="20" keywordseo="Cyrus-Mistry">Cyrus Mistry</keyword>’s push to make its worldwide presence felt more strongly. 
 
The two sides are yet to sign on the dotted line but a verbal commitment has been extended to the agency, according to well-placed insiders. A formal announcement is likely next week. Sources estimate the size of the business at just under Rs 200 crore. The group hasn’t engaged in any brand activity except during centenary celebrations a few years ago. 
 
During the celebrations, an awardwinning, football-themed film on the group’s values was made by Arun Nanda-led Rediffusion Y&amp;R. “The new management under the leadership of Cyrus Mistry feels the need to position Tata as a force on the global platform,” said a top Tata Sons executive explaining the rationale behind the campaign. 
 Mistry, who took over as chairman of holding company Tata Sons in 2012 from <keyword id="6360722" type="PERSON" weightage="20" keywordseo="ratan-tata">Ratan Tata</keyword>, will be looking to strengthen the group’s presence in global markets as an increasing share of its business comes from overseas. “More than half of the (group) companies’ revenues are… from the international markets,” said the person cited above. 
 
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“And while people are aware of the individual companies, they don’t know that these companies actually belong to Tata Sons. And thus the company feels that this is the right time to launch a global campaign.” 
 As ET reported in May, pitches kicked off in the first week of April. with five agencies participating — <keyword id="6375201" type="COMPANY" weightage="20" keywordseo="JWT">JWT</keyword>, TBWA, Y&amp;R, McCann World-Group and FCB Ulka. 
 
Of these, the first three made it to the final round of presentations that took place in May. The brief was simple, according to the CEO of one of the agencies that participated: “What should the Tatas do to be globally visible?” 
 The group wants people to look beyond <keyword id="6357585" type="CITY" weightage="20" keywordseo="Tata-Consultancy-Services">Tata Consultancy Services</keyword> and <keyword id="42747" type="CITY" weightage="20" keywordseo="Tata-Motors">Tata Motors</keyword> unit <keyword id="42034" type="COMPANY" weightage="20" keywordseo="Jaguar">Jaguar</keyword> <keyword id="44719" type="PERSON" weightage="20" keywordseo="Land-Rover">Land Rover</keyword>, he suggested. "I think the idea is to build salience for the brand Tata so that people see more than just TCS and JLR. It is something that they are trying to fix.” 
 
A JWT executive said winning the deal was more about prestige than anything else. “More than the size of the business it is an extremely prestigious account because no other Indian company has gone global this way,” the person said. He said the pitch was led by Colvyn Harris, CEO of JWT South Asia, and the team had members from the agency’s New York and London offices. Harris declined to comment. 
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A Tata Sons spokesperson said, “We have not appointed any agency so far, and will make an announcement at the appropriate time.” It wasn’t clear whether Tata wants one advertising campaign that will run across markets or if it will have separate country-wise campaigns with one overarching theme and tagline since the positioning of the group’s units vary across geographies. For instance, the group is the largest employer in the manufacturing sector in the UK, which is very different from its positioning in the US or even China. A top executive at another agency that participated in the pitch said, “They don’t have a plan yet. They have also not finalised the media plan as well and therefore don’t know if it will be an above-theline (aimed at a wide audience) or below-the-line campaign (more sharply focused). And therefore they have not yet finalised a media agency.” 
 
However, executives aware of the plans say the media business will be integrated with one of the WPP agencies, a strategy that works well for both JWT and Tata if the two go ahead with the initiative.

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10 months, 100 clients, and last minute course corrections — TCS CMO shares all the work behind the software giant's new look

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India’s biggest software exporter just got itself a millennial makeover after 15 years

Prabhjote Gill

Tata Consumer is now the third most valued Tata company — and analysts expect more premium ahead

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J Walter Thompson Likely To Win Global Advertising Contract From Tatas For Image Makeover

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