HCL refines it's 'Touching Lives' brand campaign

HCL has relaunched the second sequel of its TV commercial today. HCL has been a pioneer in creating a global brand campaign and establishing a unique property with the "Technology that Touches Lives" series which began in April 2005 - the first such by a technology & IT company.

"HCL's challenge was to create a TV commercial that would articulate how technology impacts the everyday lives of people, since technology is something that goes behind a product or a service and is often intangible, tenuous and indefinable. Very few technology companies have been able to crack this. With this commercial, we have retained number one top of mind recall in technology brands and therefore a second sequel is a risk we decided to take, "said Saurav Adhikari, president and global head for HCL's corporate strategy.

The ad reinforces HCL's image as global enterprise always ready to help its customers through its user-friendly technology and ever-ready attitude to lend a helping hand to its customer. Underlined too is HCL's philosophy of vesting great confidence in its employees (HCL's Employees First, Customers Second philosophy is a Harvard Business School case study), which in turn makes the employee an ambassador for the company's core philosophy, customer friendly attitude and business prowess. Reiterating this commitment, the company launched the commercial to its 64,000 employees across the globe before releasing it to the public.

The HCL TV commercial is among the few advertising campaigns across the globe that uses an employee as its protagonist.