HCL furthers emotional connect with new TVC

HCL, one of India's original IT start-ups, has rolled out a sequel to its “Technology that touches lives” campaign that was launched last year with an objective of developing an emotional touch with its target audience. After talking about HCL’s omnipresence in the last commercial, the new TVC is built around the creative concept of portraying HCL as a leading technology enterprise. Developed by Draft FCB Ulka, the storyboard of the spot begins when an Investment banker accidently swaps his jacket with that of an HCL employee at an airport. From being just one among the crowd to becoming `The One’, the investment banker runs into people from diverse backgrounds, discovering new facets of HCL and the way it has empowered their lives. “The creative challenge here was to package many areas of HCL’s presence and show the same in a humorous and impactful manner retaining the emotional connect,” said Saurav Adhikari, corporate VP , strategy, HCL Technologies. “Through the new commercial we wanted to reinforce the fact that HCL, via its innovative approach and creative edge, has always fashioned technology that improves the quality of people’s lives.” An integrated campaign that was rolled out yesterday highlights HCL’s core strengths: Over three decades of pioneering technology and the freshness of its outlook personified by the young HCL employee. “The look and feel of the commercial is youthful and vibrant, thus, reiterating the spirit of the organization,” said Sanjeev Bhargava, COO, Draft FCB Ulka.