Sterlite Technologies picks Leo Burnett to define brand purpose

Sterlite Technologies, a provider of solutions for high speed data and power transmission networks, has chosen to associate with Leo Burnett India for a change in the company’s brand purpose. This move is in line with its ambition to keep with the changing market landscape and opportunities in its field of operation, informed an agency statement. Leo Burnett bagged the project following a multi-agency pitch.

 

Dr Anand Agarwal, CEO, Sterlite Technologies, said, “In line with our current organisational demerger, we wish to re-define our core purpose and communicate clearly what we do, and how we make a difference in the life of every one who is connected to us. It is with this belief we have appointed Leo Burnett, which has a rich history of defining the purpose for many great brands and helping them grow in complex business scenarios. They will help us re-define and disseminate our purpose amongst our employees and other stakeholders, thus laying a robust foundation for future growth.”

 

Saurabh Varma, CEO, Leo Burnett India, added, "We are witnessing a tremendous change on a global and socioeconomic landscape, thanks to the evolution of Internet and a greater degree of connectivity. The services provided by Sterlite are at the very core of this spurt, impacting positively at micro and macro levels. It is very exciting to partner a company that is playing a key role in the changing dynamics of technology in our lives. We will deploy our HumanKind tools to re-define Sterlite’s human purpose and help create a sustainable brand identity amongst the company’s stake holders. We hope our rich experience in this field will eventually prove to be of great value to the organisation."