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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

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.

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

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

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