- Introduction
- Offline/ On ground
- TCS New York City Marathon
- Tata Crucible
- Live Tata Literature
- First Book
- Marketing Campaigns
- #TCSPartOfYourStory
- Building on Belief
- Digital Presence
- Conclusion
Tata Consultancy Services’ 2024 Marketing Triumphs Revealed
Tata Consultancy Services, a division of Tata, applauded for its leadership in IT services, consulting and business solutions, has made an exceptionally good attempt to make its presence felt across their countries of service.
Like any other year, 2024 has seen the multinational IT services leader continue its unique approach to marketing that resonates with no other company.
Unconventional strategies that other companies would rather stray from have helped them garner attention at a global level. Let’s have a look at the latest marketing methods that have proved to be game changing for them.
OFFLINE/ ON GROUND 📌
Geography centric Approach
The marketing mix of TCS is a great example of location specific strategies. It curates a well defined set of programs for each location.
By leveraging the concept of community projects for a business, it has cracked the code of not only reaching the maximum number of individuals but also building a great reputation, in another word – earning brownie PR points, by serving society. A few of their sponsorships are –
- TCS New York City Marathon 👟
TCS has maintained the position of title sponsor of the world’s largest marathon since 2014. It is one of the numerous running events it sponsors, which speaks to its dedication to give back to its community and the society at large.
- Tata Crucible 🧑💼
Launched in 2004, it is India’s largest business quiz tournament where the brightest minds among corporates and students are encouraged to develop lateral thinking in an annual affair. In addition to India, a campus edition is also hosted in Dubai and Singapore.
- Live Tata Literature 🌏
This event, sponsored by the CEO Anil Dharkhar himself, honours the significance of subject themes like literature, economics, politics and social concerns. Most revered dignitaries from the literary world engage in meaningful discourses in the month of November every year. Debates are sparked by these personalities that better our understanding of the contemporary issues plaguing the world.
- First Book 📚
As an initiative to make quality education more accessible, TCS collaborates with First Book to provide underprivileged children with books and other learning materials. According to the organisation, 500,000 books have been delivered since 2008.
More to read : ZUDIO’S MARKETING STRATEGY: HOW THE FASHION BRAND WON OVER MILLENNIAL
MARKETING CAMPAIGNS 🧬
- #TCSPartOfYourStory
TCS’ #TCSPartOfYourStory campaign was an impactful campaign, shedding light on the crucial role the company has played in India’s digital transformation. By showcasing real stories and illustrating for TCS has been instrumental in various sectors like
Finance, government, healthcare, logistics etc, it celebrates the company’s achievements and emphasizes the contributions to the nation’s progress.
It not only serves as a means for corporate brand building but also helps in fostering a more authentic connection with the audience by demonstrating how technology can positively impact the masses. TCS took the opportunity to highlight their societal contributions and the journey alongside the nation’s technological developments.
- Building on Belief
TCS has gone for a transformation after 15 years to resonate with the millennials. The company’s long-standing tagline “Experience Certainty” has been replaced with “Building on Belie”.
This change, as explained by TCS’ CMO, Rajashree doesn’t signify a departure from the commitment to provide assurance to customers. Instead it is a strategic shift through which TCS aims to connect with millennials and charter a course for the company’s future over the next decade.
The new tagline “Building on Belief” is reflective of TCS’ current position and its aspirations for the future. Rajshree emphasizes that it is to amplify the voice of the young TCS and project a vision that resonates with the values and expectations of millennials.
While maintaining its foundational principles of reliability and certainty, TCS seeks to embrace a forward thinking approach that acknowledges and takes into account the evolving landscape of technology and business.
The rebranding efforts tell us about its commitment to stay relevant in an ever-changing market and tapping into the energy and perspective of the younger generation.
By accepting “Building on Belief”. TCS recognises the benefits of fostering a sense of trust and confidence among its millennial audiences, demonstrating its readiness to adapt and innovate in the years to come.
It is a bold step forward that perfectly captures TCS’ ambition to not just keep pace with change but lead it, guided by a steadfast belief in its capabilities and potential.
DIGITAL PRESENCE 💻
Instagram – With the help of its consistent efforts to reach its consumers, TCS has gained a following of 284000. They use the platform’s features like stories and reels to announce new initiatives, campaigns and products.
Twitter – Despite the constraint on word limit, the company has 478000 followers on Twitter. They owe such a large following to relevant use of hashtags.
LinkedIn – TCS has over 7 million followers on LinkedIn. Despite most of its content being inspired by TCS’ content on other social media, TCS has sustained such a following because of the aspiration value attached to the brand’s name, encouraging professionals to seek employment here.
Facebook – Over 700000 individuals follow TCS on Facebook for its content.
Conclusion –
As the third most valuable IT services company in the world, TCS recognises the value of keeping up with the times. While it has adapted to the wave, it has also ensured that it is at the forefront of this change, giving the wave a direction rather than letting it dictate the brand, and that’s how these marketing methods, which aren’t a part of any bandwagon, are born.
